Supply Chain Management – Impact of Distributor ROI Towards Sales Enhancement in FMCG Sector

Abstract

Indian demography is one of the most peculiar vis-a-vis to the demography of any other country in world. This brings in major challenge for the success of any FMCG (Fast moving consumer goods) company in enhancing its revenue through enabling efficient coverage of existing set of outlets and increasing penetration towards uncovered outlets, through selection of appropriate distribution model. FMCG companies in current scenario are aiming high on maximizing outlet coverage as it is one of the major sources for long term growth and sustenance. In this paper an attempt is been made in understanding, as to whether ROI (Return on investment) of FMCG distributors impact on the sales revenue and how far acts as a motivating factor for maximizing the number of outlet coverage. An empirical study is been made with regards to different FMCG company distributors and finally findings and conclusion is reported.