Covid-19: Here's how FMCG firms are going directly to the consumer

FMCG companies have stepped into the resultant gaps and have started to explore direct-to-consumer distribution channels

Shubhomoy Sikdar
Last Updated at July 1, 2020 22:44 IST

Dabur's specially-designed vans are moving around residential localities across India, reaching out to consumers educating them about the need to boost immunity to fight illnesses

On the one hand, there are lockdown-induced supply chain disruptions, circumspect shopkeepers and the unwillingness of the customer to step out. On the other hand, there is a constant demand for food products and even stockpiling by consumers. FMCG companies have stepped into the resultant gaps and have started to explore direct-to-consumer (DTC) distribution channels. Going beyond the dominant general trade, the fast-emerging modern trade and even traditional e-commerce — say grocery delivery platforms or marketplaces — these companies are reaching the customer's doorstep in their two-wheelers and four-wheelers or with their pop-up outlets, leveraging their own apps and in most instances, cutting out the intermediate channels.

TO READ THE FULL STORY, SUBSCRIBE NOW NOW AT JUST RS 249 A MONTH.

MONTHLY

₹ 249

Select

ANNUAL

₹ 1799

Select

Best Offer

SMART ANNUAL

₹ 1499

₹ 1799

Opt for auto renewal and save Rs 300

Select

What you get on Business Standard Premium?

Unlock 30+ premium stories daily hand-picked by our editors, across devices on browser and app.
Full access to our intuitive epaper - clip, save, share articles from any device; newspaper archives from 2006.
Curated newsletters on markets, personal finance, policy & politics, start-ups, technology, and more.
Pick your 5 favourite companies, get a daily email with all news updates on them.
26 years of website archives.
Preferential invites to Business Standard events.