ITC weighs direct-to-retail supply model, bypassing traditional distributors
ITC is exploring direct supply of its products to retail outlets, signaling a potential shift away from its existing multi-tier distribution network. The move could tighten margins, improve shelf control, and reshape how the FMCG giant reaches stores.
ITC is exploring direct supply of its products to retail outlets, shifting away from its current distribution model.
Why this matters
The move extends ITC's recent push to rethink distribution, following its factory-to-retail model cutting delivery to one day and earlier exploration of direct supply to outlets.
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