You are the marketing manager of a food products company that is considering entering the Indian market. The retail system in India tends to be very fragmented. Also, retailers and wholesalers tend to have long-term ties with Indian food companies; these ties make access to distribution channels difficult. What distribution strategy would you advise the company to pursue? Why?
Half of my answer, please complete the another half
India has its nature of a country of markets within markets, involving different languages, various tastes and cultural preferences. For a country with a fragmented retail system, India will have long channels of distribution. Most Indian manufacturers utilize a three-tier selling and distribution structure that involves redistribution stockists, wholesalers, and retailers.