Target was my saving grace in prepping me for the global trip. Even though I started my shopping spree with a list, I managed to pick up a couple of things that weren’t on my list, thanks to the enticing deals at the end of the aisles. Who can pass up a good deal in a strategic location? Shoppers like me who make impulse purchases off displays are the lifeblood of many manufacturers in the U.S. And, it makes all the sense in the world that beautiful displays stimulate sales.
The opposite is true in India, where mom and pop shops make up nearly 90% of their retail formats. As someone who spent a decade in consumer packaged goods sales and marketing, I know how challenging success in mom and pops can be. Keeping track of shipments and ensuring that retailers are buying their products from you and not the guy who has a version of your product on discount is enough to keep any sales and marketing person up at night. Marico, an Indian fast moving consumer goods company with leading beauty and wellness products, has mastered the supply chain and customer relationships with mom and pops. I was most impressed by their relationship with their distribution partners to ensure its customers were never without their leading Parachute and Saffola products, making Marico the big daddy of the mom and pops in my book.
-Natasha Lindor
Tags: cooking oil, hair oil, India, Marico, Natasha Lindor, Parachute, Saffola
