India’s kirana stores are still the largest distribution engine, even as D2C brands grow online.
To scale, digital-first players must adapt to General Trade realities—credit, margins, and relationships.
From phygital integrations to retail loyalty programs, survival lies in blending new-age with old-school retail.
This is the ultimate playbook for D2C brands to thrive in the kirana kranti.

Behind every packet of chips, soap bar, or bottle of shampoo lies the tireless work of FMCG distributors in India.
They manage stock flow, credit cycles, and logistics to keep millions of retailers supplied.
Balancing brand demands with retailer realities, they form the backbone of India’s consumption engine.
Often invisible yet indispensable, distributors remain the silent drivers of FMCG growth.

India’s FMCG retail supply chain is witnessing a seismic shift as gig-driven delivery models enter the scene.
While traditional distributors thrive on trust, credit, and relationships, digital platforms push speed, efficiency, and scale.
This disruption is rewriting sales strategies for both kiranas and brands.
The future lies in balancing human networks with gig-powered innovation.

Direct distribution promises faster deliveries, better margins, and stronger brand-retailer connections.
But can it replace India’s vast distributor-driven ecosystem?
We unpack the pros, cons, and realities of this evolving model.
For FMCG brands, the smarter path may lie in blending tradition with innovation.