SDM

1. Group 1
Anas Ahmad 01
Rahul Javkhedkar 14
Suprateek Gulia 17

3. Started in 1892 with an initial capital of INR265
38% market share
Annual capacity of 433000 tonnes
Brand names like ; Tiger, Good day, 50-50, Pure magic and
many more
Intensive distribution
7000 rural distributors and looking to be present in every
village
30 factories and 14 contract manufacturers
Trying a lean distribution model with products reaching 1
million outlets

4. INR145 billion industry
Estimates of INR279 billion by 2019
55% sales from Rural markets
85% penetration in Urban and 55% in rural markets
72% of the bakery industry

6.  HIMACHAL
 BRITANNIA – 4.5 Cr
 PARLE – 2.5Cr
 SUNFEAST – 2Cr

8. Distributor since 2014
Brands – Britannia + 6
Warehouse area – 1500 sq.ft. (50% for Britannia)
Has a retail shop as well
Has 3 men working for him
Uses E-Rikshaw for shorter and mini tempo for longer
distances

9. Company generally accepts claim for damaged goods
Inventory turnover – 15 days
Company software – Ordering, Promotional schemes
Monthly SalesTarget – 6 lakhs
Credit Period
Company – Advance (Monthly or fortnightly)
Retailers – Credit 7-30 days (On an average 21 days)

10. Frequency of distribution – Once a week
Visits each retailer once a week
For payment collection
Maintaining relations
Margins
Distributor – 4.5- 5%
Retailer – 10%
Promotional Schemes
For example – 2% on 40 boxes

11. Depot
Distributor
Retailers
Semi-
wholesalers
Super
Stockist
RPD
Manufacturer

12. Brand has it’s own way
Product not delivered
No credit/ Retailer credit
Small order quantity
No other biscuit brand

13. Brand power
Overheads- multiple brands
Hassle-free returns
Duel role
Difference between Rural and Semi-urban area
Ticket Size
Priority
Product Size
Product shape