Investigates sales growth and distribution efficiency in the biscuit segment, suggesting strategies for improvement.
The biscuit segment within India’s FMCG industry represents a vital and fast-evolving category shaped by urbanization, changing consumer preferences, and increasing health consciousness. Despite its broad appeal, the sector faces persistent challenges, including sales stagnation in mature markets, limited rural penetration, and inefficiencies in distribution networks. This study investigates strategic factors influencing sales growth and distribution efficiency, using insights derived from 155 retail respondents across urban, semi-urban, and rural markets.
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Dr.K.Kannan et al. (2026) studied this question.
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