Determinants of Effective Distribution Channels in India

Indian Distribution System in the fast growing Indian economy poses huge challenges to any marketer due to its widely scattered market with over 7,000 cities, 630,000 villages and 13 million outlets. This book analyses the issues and challenges faced by a marketer with regard to the complexities of distribution channels in India. With the help of six case studies done on three packaged consumer goods companies, two consumer durables companies, and one consumer services industry, it analyses the major issues and challenges faced by these large companies. The book attempts to provide deep insights to sales and marketing professionals regarding the factors that are at play in designing and structuring effective distribution channels and managing them efficiently in the Indian context.

Vinod Kalia, Professor of Marketing at MDI, a premier Indian business school, graduated from IIT Delhi and did MBA from IIM Ahmedabad. He has 25 years of industry experience, including as CEO of a JV. He has written many management cases on Indian companies and also received awards for “Excellence in Teaching”