Shelf space for ITC FMCG products have been an important topic here, adding few of my inputs after visiting Rajmandir in Delhi (It’s a multi outlet supermarket chain).
Couldn’t find any Fabelle, Sunfeast Drinks, Aashirvaad Pulses, even after searching for sometime. Even Bingo had zero presence in an aisle where every flavour and size of Lays was there. Coming to biscuits, parle and britannia occupied like 80% of the space, 10% for itc and rest for others. Aashirvaad Atta was there but so was all other brands, including much smaller ones. Some of the recent launches that ITC boasts about, couldn’t find any. Fiama, Vivel were decent. Presence of other ITC products in general was quite sub par.
If that is the case with a supermarket chain, I don’t know how much space ITC gets in kirana space especially in categorues where it is not a leader. Ofcourse, it was just one store. Will try to visit other chains and smaller stores for more clarity.
Disc – Invested
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