Through the looking glass:
What successful businesses find in India

Pattern one
Pattern three:
Relationships can make or break channel strategy

From roadside vendors to high street malls, India's retail trade is dispersed and diverse. This requires relationships with a range of customers such as well-entrenched mom and pop stores and newer hypermarket chains.

Companies looking for sustainable revenue growth in India are asking:

  • Do we build new channels from scratch or increase our reliance on third-party channel partners?
  • As we enter or expand in the market, how can we compete with the established channel relationships of our competitors?
  • In a dispersed and segmented market it is necessary to incentivize and manage many different kinds of channel partners.
  • Sometimes, this means giving up some control in order to increase market penetration.
  • Building long-term partnerships with channels, who may have established relationships with competitors, is a critical element of success in the Indian market.

Sanjeev Kumar,
CFO, Coca-Cola India

On how the company is strengthening its relationships with India's retail trade

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The market is highly segmented


Niche segments demand tailored solutions


Relationships can make or break channel strategy


Integration and collaboration are central to strong supply chains


In India, think operating models for India