The cigarette-to-consumer goods conglomerate, ITC Ltd, through its market-specific interventions, have increased its rural stockists coverage by 1.3x over the last two years. In its annual report for FY24, ITC said that it has expanded its rural distribution using hub and spoke distribution model. “Leveraging the synergies arising out of the deep rural connect of ITC’s Agri Business, extensive consumer activations continued to be undertaken in high potential rural areas during the year through concerted market development activities and further enhancements to the digital ecosystem for the stockist channel. These initiatives have substantially enhanced distribution reach of ITC’s range of products in rural markets leading to sales growth significantly ahead of industry,” the company stated in its annual report.
Meanwhile, the company continued to leverage automation, data-led insights and machine learning enabled solutions to continue to drive field-force productivity and performance across urban markets. ITC used generative AI and other emerging technologies to automate operations and to increase efficiency, while cutsomised servicing was deployed based on outlet potential and retail engagement programmes to stimulate demand for ITC’s products, with enhanced focus on premium grocery outlets.
An omni-channel focus
Realty has Rs 14 trillion finance opportunity between 2024-26, says report
Indians spend twice on weddings Vs education; promise a ‘happily ever after’ for many industries
ITC on a green high! Achieves 2030 target of 50% renewable energy use 7 years ahead
Second to none, thrifting set to outpace apparel market
ITC has a multi-channel distribution network which facilitates availability of its products in nearly seven million retail outlets. The company further added new markets and outlets to its direct servicing base during the year, which led to increase in market coverage by approximately 2x of pre-pandemic levels.
In terms of reach of its D2C platform, ITC said that ‘ITC e-Store’ is receiving good customer response with digital technology and robust fulfilment infrastructure offering consumers on-demand access to a wide range of ITC’s FMCG products across 45+ categories and over 800 products. Category specific D2C platforms such as Classmateshop.com, Dermafique.com, Aashirvaadchakki.com, Fiama.in, etc. are also performing well. Further, eB2B platform of ITC, UNNATI, has been scaled up during the year, and now covers nearly seven lakh outlets with a large number of retailers placing orders directly on the platform.
From: financialexpress
Financial News
