FMCG Sales & Gig Disruption in Traditional & Digital Retail Supply Chain
FMCG Sales & Gig Disruption in Traditional & Digital Retail Supply Chain
FMCG Sales & Gig Disruption in Traditional & Digital Retail Supply Chain
A Salesman’s Journey in the FMCG World
Badri Singh’s story reflects the life of millions of FMCG sales representatives—long hours, extensive travel, and relentless targets. Despite their critical role, many such professionals are leaving traditional FMCG sales roles for opportunities in quick commerce and gig-driven retail operations that promise better work-life balance and faster career progression.
The Silent Crisis in FMCG: Salesmen Attrition
Attrition in the FMCG salesforce has reached alarming levels:
Frontline attrition: Up to 40–50% in some companies, nearly double pre-pandemic rates.
Managerial attrition: Around 8–15%, depending on the company.
Industry impact: Many FMCG firms are operating with 15–20% fewer salespeople than required.
This talent shift to the gig economy weakens the distribution backbone of FMCG, especially in general trade, which accounts for 80% of India’s FMCG sales.
The Consequences: When Retailers Go Under-Serviced
The shortage of salespeople leads to disruptions across the supply chain:
Brands lose shelf space to aggressive competitors.
Retailers face frequent stockouts of fast-moving items.
Slow-moving inventory clogs shelves, locking up capital.
Consumers turn to alternative brands, eroding loyalty.
Coverage levels drop—visits now reach only 60–70% of stores, compared to 85% earlier.
FMCG’s New Playbook: Hybrid Models & Smart Technology
To counter rising attrition, FMCG brands are rethinking distribution strategies:
Hybrid Sales Models – blending on-ground sales staff with tech-driven solutions.
Career Path Reforms – offering quicker promotions and progression opportunities.
Tech Integration – ensuring visibility, execution, and retailer engagement even when manpower is thin.
Experts agree that the future is hybrid—where human touchpoints are strengthened, not replaced, by digital solutions.
Revolutionizing Retail Execution: Badho’s Digital Answer
Badho has emerged as a partner for brands struggling with reduced field teams by offering:
Automated Ordering – retailers place orders directly through the Badho platform.
Digital Retailer Engagement – schemes, rewards, and promotions are delivered via app notifications.
Real-Time Retail Intelligence – visibility into stock levels, shelf share, and merchandising compliance.
Targeted Deployment – smarter allocation of field visits only where necessary.
Data-Driven Decisions – analytics help identify risks, gaps, and growth opportunities.
One FMCG sales director notes, “We’ve maintained 92% retail coverage with only 70% of our salesforce—Badho is our digital extension.”
Conclusion: Adapting to the Digital Retail Reality
The FMCG industry is facing a permanent shift—attrition is not a passing challenge but a long-term reality. Brands that cling to old methods risk coverage gaps, higher costs, and weaker retailer relationships. Those that embrace hybrid models and platforms like Badho will stay agile, protect distribution networks, and continue winning in an evolving marketplace.
