INTERVIEW
The
‘GOODNESS’ Affair “From a consumer’s perspective, there are only three supply chain metrices that matter in CPG products – Availability, Freshness and Pricing (which is influenced to an extent by cost). Supply chains, which are designed around managing these metrices are the most efficient ones and has the most business impact. Here at Mamaearth, this is exactly what we are attempting to build,” shares Avinash Dhagat, Vice President – Operations, Honasa Consumer Pvt. Ltd., during an interview…
How has CPG space evolved over the years with the entry of new players? The new entrants in the CPG space have made a dent on all the three areas of what the consumers are buying, why are they buying and how are they buying. If we look at Mamaearth as an example of the new age CPG player, “what” here is the natural ingredient led products, which addresses specific consumer needs. Being a purpose led brand answers “why” the consumers are preferring the brand and the D2C route to market is “how” the consumers are making their purchases.
How has technology helped in shaping up the changing dynamics? Technology has been the key driver of this evolution and when we look at it from the D2C lens, the technology led ecosystem has acted as a catalyst in accelerating the growth of these brands. This ecosystem comprises of technology led enablers around fulfilment including pick pack process and last mile, around data led demand & supply planning and enabling the entire buying process for the consumer.
During your initial years in the corporate world, how was supply chain scenario? How were the supply chain professionals considered/ treated? How has it transformed over the years? Supply chain function for a long time was looked at as a logistics enabler. Over the years, it has moved as a business enabler function wherein lot of organizations are now able to leverage supply chain as a competitive advantage. The evolution of how consumers make their purchases has played an important role in bringing supply chain at the forefront of solving business problems and the Covid crisis has further accelerated this. Amongst different business problems where supply chain across industry has been playing a pivotal role, few recent interesting ones are the quick commerce or same day/ next day deliveries, physically enabling D2C & omnichannel platforms.
You have been a part of FMCG for quite a long time? How can supply chains of FMCG products be efficiently managed? From a consumer’s perspective, there are
40 CELERITY March - April 2022
Avinash Dhagat is a seasoned professional with over 15 years of experience across automotive and FMCG sectors, most recently as head of the supply chain at Loreal India’s consumer division. Over the years, he has gained an in depth understanding of Demand & Supply Planning, Inventory Management & Customer Service, in India and GCC markets. After graduating from NIT, Warangal, he pursued his Master’s in supply chain and Logistics. With his pragmatic approach, he has been instrumental in making supply chain processes coherent and orderly.
