Getting shelf space for local FMCG brands — field-sales & trial approach

Getting shelf space for local FMCG brands — field-sales & trial approach targets a $40.0B = 8M kirana stores x $5,000 annual FMCG procurement (addressable store spend relevant to sourcing platforms) total addressable market with medium saturation and a year-over-year growth rate of 8-12% annual growth in organized kirana procurement and digitization; category growth for edible oils ~6-9%.

Key trends driving demand: Kirana digitization -- more stores use billing apps and accept digital orders/payments, enabling remote onboarding and transaction capture.; Rise of local brands -- consumers in tier-2/3 towns increasingly try regional/price-competitive brands given promotions and freshness claims.; Direct-to-retailer models -- manufacturers bypass traditional distributors to secure better margins and faster feedback loops.; AI routing & forecasting -- reduces field-sales costs and increases trial success by prioritizing high-potential stores for demos and free sample drops..