The Rs.85000 crore FMCG market in Indian is turning at a speedy velocity despite of the economic downslide. The raising disposable net incomes and enhanced lifestyle in most tier II and tier III metropoliss are holding an influence on the FMCG development across the state.

Over the old ages organisations like HUL, ITC and Dabur have enhanced efficiency with invention and strong distribution channels. Their cardinal merchandises have strengthened their being and outperformed competition in the FMCG section. Furthermore organisations have been effectual in reviewing their being in the semi-urban and rural market places.

This study examines the supply concatenation direction for FMCG companies in India. This starts with an overview of the FMCG sector in India and goes on to explicate how the supply concatenation in such companies across the state have added value to the industry and how farther improvement in the system can add onto the growing of the industry. The study besides contains a sum-up of the key participants, including their merchandise portfolio, concern operations, and schemes. The study concludes with an industry mentality subdivision.

We Will Write a Custom Essay Specifically
For You For Only $13.90/page!

order now


Statement of Problem

The current issues that are impacting supply concatenation public presentation in FMCG are:

Distributor PerformanceA Inadequate efficiency of Suppliers and Transporters may do low degrees of client satisfaction and inordinate path to Market costs. Although there are factors that Manufacturers can non act upon, particularly hapless substructure, there are many ways in which Distribution and Transport outlooks can be well improved. Therefore pull offing handiness in complex distribution set ups is a challenge

Bettering Distributor Performance Companies look at bettering distribution and transit through bettering current procedures and systems.

LogisticsA Some companies operate with owned warehouses, distribution centres and trucks and are non certain whether this is the best option.

Growth & A ; Supply Chain Limitations For all companies a cardinal concern is to measure all countries of the provide rhythm for ways to better productiveness, client satisfaction and cut down supply concatenation operational costs and capital put in the supply concatenation. One common concern is a batch of completed merchandises kept by the shaper compared with the comparatively low degrees of finished merchandises kept by the distributer.

Planing Poor prediction and demand planning is doing production planning issues by continuously altering production programs on a hebdomadal and sometimes day-to-day footing. Production Planning tools are by and large felt to be unequal and either non available within the ERP system or used stand-alone spreadsheets and manual workaround solutions.

The other revenue enhancement constructions, covering with imitative goods, substructure, outgrowth of 3rd party logistics supplier and reserve for the little graduated table sector are some of the other challenges faced by FMCG industries.

Purpose of Study

India is traveling through a retail revolution. All the large concern places are coming into this Segment and it is turning at a really fast velocity. Worldwide leaders in this sector like Wal- Mart, Tesco and Carefour are besides seeking to acquire into the Indian market. Retail is supplying unbelievable possibilities in calling. However, our state besides poses a large challenge to organized big retail merchants peculiarly in the FMCG sector. Food being perishable point, for the retail merchant to be successful the key is proper supply concatenation direction. The undertaking comes from a figure of factors, e.g. immense size and dwellers of our state, different life style and therefore different penchant, really unequal substructure like inappropriate roadways, bad connexion between production centres and markets, deficiency of proper cold concatenation installation like refrigerated transit, ware-housing etc. Under these conditions it is interesting to happen out how immense structured retail merchants are covering with these jobs. In this paper a comparative survey is made in supply concatenation direction adopted by different participants in FMCG section.

Reappraisal of Literature

Specifying Supply Chain Management

Supply concatenation direction ( SCM ) is the procedure of planning, using and commanding the operations of the supply concatenation every bit efficaciously as possible. Supply Chain Management ranges all activity and storage of natural stuffs, work-in-process stock, and finished goods from point-of-origin to point-of-consumption.

In other words Supply concatenation direction ( SCM ) is the art and scientific discipline to better the manner a company manages its natural constituents and concluding end product in footings of a merchandise or a service and offers it to clients. Supply concatenation can be identified as the physical, fiscal and information webs for the logistic activity of stuffs, financess and related information. It starts from the acquisition of natural stuffs to distribution of finished merchandises to the terminal users. Participants of supply concatenation include all sellers, service suppliers and clients. In kernel, Supply Chain Management incorporates supply and demand disposal within and across companies.

Some experts distinguish Supply Chain Management and logistics, while others consider the footings to be interchangeable. It is utile to retrieve that these are the footings that are used intertwine to specify and separate between these related footings.

Although Supply concatenation direction is no longer a concern school construct, but a path proven engineering appropriate to merely about every company, irrespective of the industrial sector. It is a sequence of complicated informations that optimize endeavor programs within given set of restraints, backed up by a to the full incorporate suite of fiscal, distribution, and human resource direction system. Supply Chain Management features be aftering and direction of all activities involved in sourcing, procurance, transition and logistics direction activities. Often, it besides includes co-ordination and coaction with channel spouses and clients. Supply Chain Management integrates supply and demand within and across companies. Supply Chain Management executing is managing and co-ordination of the activity of stuffs, information and resources across the supply concatenation.

Therefore, Supply Chain encompasses all activities associated with the flow and transmutation of stuffs and information from the natural stuff phase through to the terminal user.

Fast Moving Consumer Goods ( FMCG ) goods are normally named as consumer packaged goods. Items in this class include all consumables ( other than groceries/pulses ) people buy at regular periods. The most common in the list are toilet soaps, detergents, shampoos, toothpaste, shaving merchandises, shoe Polish, packaged grocery, and family accoutrements and extends to certain electronic goods. These points are meant for daily of frequent ingestion and have a high return.

The FMCG Industry is on a high growing curve with the overall demand expected to multiply over the following decennary. This high growing is most likely to be accompanied by important structural displacements such as altering client penchants, outgrowth of modern retail dimensions, turning rural spend inclination.

The attendant new challenges that need to be addressed for an efficient and effectual supply concatenation are:

Pull offing coevals of different assortments.

Aligning to the outstart of new channels.

Pull offing the challenges of range.

Companies are now recognizing that current supply concatenation constellations need to germinate to enable them to take part in accomplishing growing. This requires fresh thought on the ways in which an organisation would construction itself in footings of its cardinal supply concatenation procedures and drivers.

With the presence of 12.2 % of the universe population in the small towns of India, the Indian rural FMCG market is something no 1 can overlook. Better substructure installations will better their supply concatenation.

A qualitative survey conducted in the yesteryear has captured information about the supply concatenation direction in major FMCG Industries in India.

Major Players in the FMCG Market in India

Domestic participants

Britannia India Ltd ( BIL )

BIL is a major participant in the Indian biscuit/cookie industry, with celebrated trade names such as Tiger glucose, Mariegold, Fifty-Fifty, Good Day, Pure Magic, Bourbon etc. The company holds a 40 per cent market portion in the overall structured biscuit market and has a capacity of 300,000 metric tons yearly.

Indian Tobacco Corporation Ltd ( ITC )

Indian Tobacco Corporation Ltd is an affiliate of British American Tobacco with a 37 per cent interest. While ITC is an first-class market leader in its traditional concerns of coffin nails, hotels, poster boards, packaging and agro merchandises, it is quickly acquiring concern even in its nascent concerns of branded dress, recognizing cards and packaged nutrients and confectionary.


Marico is a taking Indian Group came into being in 1990 and runing in consumer merchandises, aesthetics services and world-wide ayurvedic concerns. The organisation besides markets nutrient merchandises and distributes 3rd party merchandises. Marico owns well-known labels such as Parachute, Saffola, Sweekar, Shanti Amla, Hair & A ; Care, Revive, Mediker, Oil of Malabar and the Sil scope of processed nutrients. The organisation plans to capture growing through steady alteration of choice along higher border lines and concentrate on volume development, consolidation of market portions, constructing up trade names and new merchandise publicities.

Multinational participants

Cadbury India Ltd ( CIL )

Cadbury Indian Ltd is a 93.5 per cent subordinate of Cadbury Schweppes Plc, UK, and a planetary major in the cocoa and sugar confectionery market. CIL is presently the largest participant in the cocoa market in India with a 70 per cent market portion. The organisation is besides a cardinal participant in the malted nutrients, chocolate pulverization, imbibing cocoa, malt extract nutrient and sugar confectionery section. CIL had besides entered the carbonated drinks market with trade names like ‘Canada Dry ‘ and ‘Crush ‘ , which were later sold to Coca Cola in 1999. Established trade names include Dairy Milk, Perk, Crackle, 5 Star, Eclairs, Gems, Fructus, Bournvita etc. The company plans to increase the figure of retail shops for future growing and market enlargement.

Colgate-Palmolive India

Colgate Palmolive India is the market leader in the Indian unwritten attention industry, with a 51 per cent market portion in the toothpaste section, 48 per cent market portion in the tooth powder market and a 30 per cent portion in the toothbrush market. The company besides has a presence in the premium lavatory soap section and in shaving points, which are sold under the Palmolive trade name. The company plans to establish new merchandises in alveolar consonant and personal attention sections and is prepared to go on disbursement on advertisement and selling to derive market portion. Net income borders are being targeted through efficient supply concatenation direction and conveying down cost of operations.

Hindustan Unilever Ltd ( HUL )

Hindustan Unilever Ltd is the state ‘s largest and most important consumer goods company. The merchandise portfolio of the company includes family and personal attention merchandises like soaps, detergents, shampoos, skin attention merchandises, coloring material cosmetics, deodourants and aromas. It is besides the market leader in tea, processed java, branded wheat flour, tomato merchandises, ice pick, jams and squashes. HUL enjoys a solid distribution web dissembling over 3,400 distributers and 16 million mercantile establishments.

Nestle India Ltd ( NIL )

Nestle India Ltd a subordinate of Nestle SA, Switzerland, is a taking maker of nutrient merchandises in India. Its merchandises include soluble java, java blends and teas, condensed milk, noodles ( 81 per cent market portion ) , infant milk pulverizations ( 75 per cent market portion ) and cereals ( 80 per cent market portion ) . Nestle has besides established its presence in cocoas, confectioneries and other processed nutrients. Soluble drinks and dairy merchandises are the major subscribers to Nestle ‘s entire gross revenues. Some of Nestle ‘s popular labels are Nescafe, Milkmaid, Maggi and Cerelac. The company has entered the cold milk merchandises section with the launch of Nestle Dahi. Nestle has besides made a venture in non-carbonated cold drinks section through arrangement of Nestea iced tea and Nescafe Frappe selling machines.


PepsiCo is a universe leader in convenient nutrients and drinks. PepsiCo trade names are available in about 200 markets worldwide. PepsiCo entered India in 1989 and is working on three focal point countries – soft drink dressed ore, bite nutrients and vegetable and nutrient processing. PepsiCo ‘s success is the consequence of first-class merchandises, high criterions of public presentation and alone competitory schemes.

Procter & A ; Gamble Hygiene and Health Care Limited

The overall portfolio of Procter & A ; Gamble Hygiene and Health Care Limited includes health care ; feminine-care ; hair attention and vesture attention concerns. PGHH operates in merely two concern sections – Vicks scope of cough & A ; cold redresss and Whisper scope of feminine hygiene. The parent company has declared its program to detect farther external coactions in India to run into its planetary invention and cognition demands.

Gap Analysis

Indian organisations are still maintaining up with among the Material Resource Planning ( MRP-II ) , Enterprises Resource Planning ( ERP ) , Logistics and Supply Chain Management ( SCM ) . However, it is rather evident that Indian corporate sector is fast recognizing the demand ofA SCM, which can incorporate all other patterns and processs. SCM in India offers one ofA the fastest growing countries in grosss every bit good as employment.

India started a small delinquent for restructuring and redeveloping the schemes relevant with supply concatenation. However, there is no uncertainty that Indian industries are fast catching and fixing for run intoing the new concern environment. A survey of available literature related with Indian concern patterns after 1991 ‘s liberalisation guidelines show that organisations are concerned about their value concatenation and identifying that competition is switching towardsA the efficiency and performanceA of full supplyA concatenation activities. The hints of SCM acceptance by Indian organisations are given as:

Until 1990, logistics was treated as the direction of transit, stock lists and warehousing and organisations had to execute these activities separately in an efficient mode.

Before gap of Indian market, Indian concern giants were basking the individual drama with stable development of capacities. Subsequently on when they heard the music of competition, they found themselves with extra capacities with immense cost loads. This needed organisations to command the cost factor for the endurance at market place.

At the same clip of 1990 ‘s, Indian companies got fascinated by Business Process Re-engineering ( BPR ) . Organizations treated BPR as redress of their unwellness across the organisations ‘ procedures and maps by extinguishing the non-value adding activities and streamlining the operations with a warrant of higher returns.

Fast growing and development of telecommunication webs and broad spread of information engineering tools and techniques after mid 1990s presented the biggest challenge in pull offing intelligent clients. However, these alterations besides provided the most important encouragement to Indian industries because organisations discovered themselves able to make out sellers or providers on one terminal, and clients to the other. Due to this revolution merely, ERP-II integrated the internal sections into a seamless organisation, whereas, SCM attempts to incorporate the exterior factors and processes into the internal processs.

Research Methodology

The methodological analysis used for this survey is that of primary research. Surveies were given out to 30 FMCG stockiest.

By roll uping and analyzing the consequences of the study we arrive at decisions for each of the considered inquiries. In the study we consider 12 inquiries.


The sampling program for the survey decides the work country that is the population, which has to be surveyed. A Brief thought about the sampling for this research consisting of its different parametric quantities is given below:

The research methodological analysis comprises of the followers:

Sampling Method ( Judgment trying )

In this type of the trying the research worker uses his judgement to choose population members who are good beginning for accurate information.

Sampling Universe

The sample existence taken is Andheri ( W ) , Mumbai.

Sample size

In this survey sample size is of 30 FMCG stockiest. Due to the deficit of clip the research size is taken abruptly so that the research can be done easy.


The research is chiefly descriptive as the job is really specific and a certain set of replies merely while supply the penetration to the solution.


This phase develops a precise theory which is used to explicate empirical generalisations that are derived from descriptive phase.


The information has been chiefly collected from the assorted clients, their sentiments and replies are recorded in the signifier of an excel sheet.


There are three different activities in informations analysis: –

Data Reduction- in this information is selected, focused, simplified, abstracted and transformed. The information is organized.

Data Display- information is compressed, reduced and organized.

Decision Drawing and Verification.

Questionnaire And Analysis

Degree of awareness towards Supply Chain Management in the FMCG sector

Degree of willingness to accept Supply Chain Management for better profitableness accomplishment

Choices for a better Supply Chain Solutions

Insufficient financess impacting the execution of Supply Chain Management

Satisfaction degree with Supply Chain Solutions

Level up to which new emerging engineerings are good in supplying better Supply Chain Solution

Most preferable option of the advantages of execution of Supply Chain Solution

Role of Supply Chain in the Entire Performance of a concern

Willingness degree for outsourcing Supply Chain services

Importance of Supply Chain solutions in FMCG sector compared to other trade goods

Aims of the FMCG Companies

Challenges determining the startegies of FMCG companies

Findingss and Decision

Most of the stockiest across Andheri ( W ) are good cognizant about the Supply Chain Management cardinal but about 20 % stockiest are non cognizant about the same ; they follow traditional manner to present good to their clients.

Supply concatenation direction is known to be one of the most of import tools to increase entire profitableness. Particularly in instance of stockiest concern supply concatenation part signifiers major portion of entire net income. But in Andheri ( W ) 28 % stockiest do n’t believe that supply concatenation helps organize major portion of their entire net income. Willingness degree to accept the supply concatenation direction advantage of better profitableness accomplishment is besides non really satisfactory.

On the footing of above response, most of the stockiest have many options for alternate Supply Chain Solutions, some have moderate degree of options for the same. But 35 % stockiest have really few options for alternate Supply Chain Solutions. Those who have really few options for Supply Chain feel problem when they want to increase supply concatenation public presentation.

Supply concatenation cost contributes to the major portion of the entire cost in the FMCG stockiest concern. But effectual supply concatenation direction would be helpful in decrease of cost and increase net income. In the study 22 % compact respondents feel cost lack does non impede the execution of supply concatenation solutions.

Satisfaction degree among respondents towards Supply Chain Solutions is high. 50 % of the respondents feel so.

In study 22 % stockiest fell emerging engineerings are non good in supplying better supply concatenation solutions which shows that either they are non cognizant or non interested in utilizing emerging engineerings in their concern procedure.

48 % of the stockiest feel that Better lead clip is the most preferable option of the advantages of execution of Supply Chain Solution.

Harmonizing to the study respondents experience that Supply Chain plays a major function in elating the entire public presentation of the concern.

Answering Stockiest do n’t wish to outsource supply concatenation solutions because their concern is all about supply concatenation. Outsourcing supply concatenation solutions from 3rd party supply concatenation service supplier would straight impact their entire net income. But 24 % stockiest feel they would wish to or are presently outsourcing their supply concatenation solutions.

Supply Chain solutions hold a high importance in the FMCG sector as compared to other trade goods ‘ sector in India.

Reduce out-of-stocks/increase shelf handiness has been rated it as the first precedence by the respondents. Followed by Lower sourcing/procurement costs, Improve service offered to clients, Reduce investing in stock list and Lower repositing and distribution costs.

Equally far as challenges in the FMCG sector are concerned, the image is slightly more practical and tactically oriented. The on-going battle to do the supply concatenation demand-driven and thin is the regarded as a serious and critical challenge to the FMCG sector.

So the demand is to make a better promotional consciousness by FMCG key participants to offer different version of SCM solutions because stockiest feel that they can offer better clip bound bringing of merchandise to their client and can pull off their stock list in a better manner such that it poses out to be a strategic advantage to their concern.

Written by

I'm Colleen!

Would you like to get a custom essay? How about receiving a customized one?

Check it out