What are the typical distribution channels in the Indian market?
The conventional distribution channel employed in India is a pyramidal structure involving movement of goods from carrying and forwarding (C&F) agents to wholesalers and distributors down to retailers. About 12 million retail outlets, 412 malls, with 205 million square feet area, give India the largest retail outlet density in the world. 715 malls are expected to be added by 2015. The new supply chain systems include cutting down on intermediaries as in direct marketing or network marketing.
