Godrej Consumer to increase distribution footprint, increase technology

By

Isabelle Crossley

Published
Apr 5, 2021

Godrej Consumer Products plans to increase its distribution footprint from 1.2 million to 1.5 million direct coverage outlets and expand indirect coverage from six million to seven million in the coming two to three years.

 
Godrej Consumer Products has launched a ‘go-to-market’ strategy to expand distribution which will in turn increase growth, targeting double-digit growth in the next three to four years, TNN reported. 
 
“Today, the consumer is experimenting with buying across channels and we want to be sure we have an omni-channel strategy,” Sunil Kataria, the business’ CEO for India and Saarc, told the Times of India in an interview. “We are reinventing the way we operate in our existing channels in both urban and rural. While we are expanding coverage and going deeper in penetration in rural, we want to improve the quality of expansion in outlets in urban.”

The business aims to harness emerging channels and technology to drive its next round of growth. Evolving consumer behaviour sparked by the pandemic has further accelerated Godrej’s plan to update its strategy.
 
“A consumer could read about a product and get detailed reviews on an e-commerce site and could end up ordering it there or go to a neighbourhood store and buy it,” said Kataria about the post-pandemic consumer. “The consumer may even end up ordering the same product on a different grocery channel on an app or walk into a modern trade store and buy it. This is where the big shift will happen for all brands in GTM.”