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The Omnichannel Phenomenon
The Omnichannel Phenomenon
Phenomenon
2
While Ecom & Modern Trade boom, General Trade remains the key outlet
+9 6.6
+15
29.7
28.3
5.1
25.4
+15
+65
9.6
8.6
5.4
GT GT
GT+MT GT+ECOM GT+MT GT+ECOM
23.4 2.5 26.8 4.2
3.08 6.45
MT ECOM (GT+MT MT ECOM
Grown 2.1x +ECOM)
MT+ECOM MT+ECOM
Omni /
GT+MT+ECOM GT+MT GT+ECOM
Multichannel
39%
32%
30%
27% +144 West
24%
20%
Omnichannel HHs (in Mn)
14% 14%
+129 South
+95 East
1.3 0.9 2.5 1.7
North Zone East Zone South Zone West Zone +55 North
Overall Buyers Omni Buyers
53%
41%
29%
25%
21%
18% 18% 18%
16% 14%
5% 2%
+97 +165 +139 +130 +132 +69 +84
NCCS: A NCCS: B NCCS: C NCCS: D/E TCL: 40 L+ TCL: 10-40 L TCL: <10 L
6.5
4.0 4.1
3.1
2.3 FOOD & BEVERAGES PERSONAL CARE HOUSEHOLD CARE
1.7 1.8
1.0 Edible oil Toothpaste Washing Powder
2510
1055 978
824
658 671
484 443 515
186 96
-99 33 70
BARS BRANDED ATTA L. SHAMPOO SPICES WASHING POWDER EDIBLE OIL FACEWASH
8.5
7.1
6.0
5.7
4.4 4.4
4.0 3.8 3.8 3.9
3.6
3.1 3.3
1.7
MAT May’23
NMV: Noodles/Macroni/Vermicelli 10
All India Urban
3. Increased pack size
630
226
36 52 30 39 36 37
8 -121 -6 0 -12 -6 -34 1
BARS BRANDED ATTA DETERGENT L. SHAMPOO NMV TOOTH PASTE WASHING HAIR OIL
BARS POWDER
Physical Outlets
Available in quick commerce
platforms
Rewards Points –
through its own app
13