-
This ITLN feature quantifies the scale of the prize: a ~$245B Indian FMCG market in 2024 that is still heavily dependent on kiranas, yet rapidly shaped by modern trade, B2B platforms and quick commerce. The article follows the full journey—how brands are using regional hubs, large logistics parks and tech-enabled distributors to push deeper into Tier-2/3 towns while keeping working capital in check.
It highlights the growing role of B2B marketplaces like Jumbotail in aggregating kirana demand and improving fill rates, plus the use of data to redesign van routes, delivery frequency and assortment. For FMCG supply chain professionals, this is a useful reality check: “coverage” is no longer just the number of outlets, but how smartly you combine traditional distributors, digital intermediaries and owned assets to reach the same shop with the right SKU at the right cost.
