Kingfisher rewires playbook: from media buying to data-led retail execution across 100K outlets
United Breweries' CMO Vikram Bahl is pivoting Kingfisher's spend from media to in-store execution—deploying image recognition and cooler tracking across 100,000 outlets. Premium Ultra portfolio jumped 21%, Q4 premium +16% YoY, with FY26 capex of INR 432 cr backing the shift in a $148.3B alcobev market where UBL holds ~49% share.
Kingfisher's CMO Vikram Bahl details how United Breweries is shifting from media buying toward retail execution, using image recognition, cooler tracking and data-led SKU placement across 100,000 outlets, while premiumisation (Ultra portfolio +21%) and regional cultural campaigns drive growth.
Why this matters
Builds on Kingfisher's recent pivot from mass ads to tech-led retail execution, doubling down with concrete capex and premiumization metrics that validate the in-store-first playbook.
Retail-brand signals steady at 854 in last 90 days, reflecting sustained focus on store-level execution.