ITC explores direct supply to retail outlets, rethinking distribution model
ITC is weighing a shift toward directly supplying its products to retail outlets, moving away from its existing multi-tier distribution structure. The move could tighten control over shelf presence and margins across its FMCG portfolio.
ITC is exploring direct supply of its products to retail outlets, shifting away from its current distribution model.
Why this matters
ITC's distribution rethink follows momentum in its digital-first brands, which hit ₹1,350 crore ARR growing 60% in FY26, signaling a broader push to control channels and margins across its FMCG portfolio.
Retail-company signals remain steady with 4,120 signals tracked over the past 90 days.