At present scenario in FMCG (fast moving consumer goods) when multinational biggies are struggling with slowdown in sales and dipping revenues, one of the swadeshi herbal and ayurvedic brand is multiplying its revenue day by day. This swadeshi brand started couple of decades before but the way it has positioned its self has consternated its competitors and revived an ancient old segment of “Ayurveda”. There are various factors behind the success of this brand but its supply chain and sales and distribution strategy is the back bone of this impressive success.
I have tried to delve deeper myself to understand its supply chain and distribution strategy. In April 2012 it has officially announced its entry into the retail sector by launching 100 products to be expanded up to 800, including bodycare, healthcare, digestive, cosmetics, toiletries and others products. The national and multinational FMCG brands playing in this fast growing more than 1 trillion $ Indian market have started facing intimidation from home grown and an absolutely swadeshi competitor.
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