Developing the largest retail reach in rural India for
the world’s top FMCG brand.
  • 700+ Hunters on visit beats
  • 50% Conversion achieved on 2 Lac retailers
  • 300L Sales Orders
With the help from our partners, we spent considerable time on getting the format right and speed of processing GCC. It’s unfortunate, we couldn’t implement the program learnings on a big scale. Yet we managed to add 2 L more outlets through the Sambhav initiative
HCCB Commercial Team – Sambhav

Brand Manager

  • Overview

    HCCB is one of India’s largest Fast Moving Consumer Goods Company and the largest bottling partner of The Coca-Cola Company in India. HCCB is responsible for manufacturing, packaging, selling and distribution of beverages under the trademarks of The Coca-Cola Company.

    Over the years, Coca Cola has made its presence felt in urban and semi urban towns, however deeper penetration with direct service from the distributor was becoming a pain point. Most of these markets were buying directly from wholesalers, rather outlets were invisible in the distributor’s system. This was making it difficult to arrive at an expected sales off-take when new SKUs or product categories are launched.

    To put it in perspective, during the last 25 years, Coke serviced close to 2 million retail outlets in India. Through the HE program they were aggressively wanting to add another 1 million within 18 months.

  • Approach

    TA Technology enabled promoters to penetrate the retail universe with a seamless distribution cycle which was involved in

    • Identifying new potential outlets
    • Placement of Coca Cola products in general stores/grocery stores/pan stores etc.
    • Aligning the enrolled stores with distributors for replenishment of stocks on a regular basis.

    Key Activities included - Brief Retailer about Coca-Cola Products, Explain Margins, Opportunities, Address Retailer Queries - Service, Assets , Quality, Off-take, Collect Documents to open outlet codes, Suggest & Take The First Order, Place HE branding kit at the outlet

  • Conclusion

    The project journey plan and longer TAT on verification of documents (ID & Address proof) led to slow progress on the outlet enrollments. Due to parallel systems of enrollments duplicity of data was a challenge. Despite these constraints; our efforts on due diligence and Zoho based Project Management helped keep all in sync. However, the program couldn't reach its peak due to the onset of Covid 19.