MARKEZINE
This has left them indebted to HUL and now they go door to door selling HUL products and other products. The retailer becomes more so important in dark market products such as Tobacco and Liquor where laws are becoming stringent day by day. Companies have thus started to understand the retailer’s problems and provide solution tailored for him. One of the pain points of convenience stores in Delhi was security against theft. ITC has ensured these retailers 50% burden will be shared by them in case of theft. This came as a huge relief for a retailer whose stock inventory can sometimes amount to thou-
August-September 2013
sands of rupee and made him susceptible to huge loss. Another Tobacco company IPM, which sells the famous brand Marlboro in India provided free health insurance and check up for all the retailers. As more and more companies dive into the FMCG markets, it is becoming increasingly difficult for them to differentiate themselves from others. Advancement in technology in multiple media such as Internet, mobile, etc. only adds to the complexity. The retailer thus becomes the most important cog in the wheel of communication to get the message across.
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