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Empowering Distributors: The Missing Link in Go-To-Market for Non-FMCG Brands
Empowering Distributors: The Missing Link in Go-To-Market for Non-FMCG Brands
When people think about successful Go-To-Market (GTM) strategies in India, FMCG companies are usually the first example that comes to mind. From biscuits to shampoos, FMCG brands have built robust distribution networks that ensure their products reach every corner of the country. But what about non-FMCG brands — electronics, cookware, footwear, or even automotive accessories? These businesses often struggle with the same problem: how to consistently reach retailers and consumers across districts and towns, especially in semi-urban and rural markets. This is where distributor empowerment becomes the critical missing link. At Anaxee, we have studied FMCG strategies closely and designed models to bring the same discipline, reach, and consistency to non-FMCG companies.
Why Distributors Matter More Than Ever
Most companies focus heavily on marketing campaigns, product innovation, or digital presence. But without a strong distribution backbone, even the best products struggle to find space on the retailer’s shelf. Distributors are more than intermediaries — they are the real bridge between brands and retailers. Their decisions affect: -Which products reach which shops -How much visibility a brand enjoys compared to competitors -Whether retailers push your products or stick to familiar ones In reality, many distributors: -Limit themselves to shops they are comfortable with (relations, credit, or location bias). -Struggle to estimate the full potential of a district. -Often handle multiple competing brands, giving no special focus. Without empowerment and structure, distributors cannot drive uniform sales growth month after month.
Lessons from FMCG Playbook
The reason FMCG giants thrive in India is not just product demand. It’s because they have perfected the art of:
- Mapping every district and taluka to understand their retail landscape.
- Ensuring uniform sales targets across geographies.
- Building brand loyalty and awareness at the retailer level.
- Constantly expanding reach into untapped nearby towns.
- Reducing over-dependence on individual distributors by relying on data-backed systems.
At Anaxee, we believe the same model can — and should — be applied to non-FMCG companies.
The Problem Non-FMCG Brands Face
Let’s take a cookware or small appliance brand as an example. They may have a distributor in Gorakhpur, UP, who ensures products reach 100–200 retailers. But what about the other 300 shops in the district that sell competing brands? Here’s the reality we’ve seen repeatedly: -Market Potential is Underutilized: Brands often operate at just 40–50% of district capacity. -No Systematic Shop Discovery: Companies don’t even know the full count of retailers in each market. -Data is Missing: Decisions are based on gut feel, not analytics. -Distributor Limitations: Many distributors work in silos, focusing only on their comfort zone. The result? Your competitor ends up sitting in shops where you should have been.
Anaxee’s GTM Model: Distributor Empowerment in Action
We approach GTM execution in three clear steps — all designed to empower distributors and scale brand reach.
1. Market Mapping
Our digital runners map every shop in a district. This includes: -Shop names, location, and GPS coordinates -Type of products sold -Competitor brands present -Whether your brand is already stocked or missing In one East UP project, we mapped 8,000 shops across 27 districts. Just in five districts — Deoria, Gorakhpur, Sultanpur, Jaunpur, and Prayagraj — we discovered 2,791 shops, covering more than 35% of the total market share. This gives brands a bird’s-eye view of the real market, not just what the distributor says.
2. Retailer Profiling
Once shops are mapped, we go deeper. Our runners visit each retailer to collect: -What brands they stock -Where they source products from (distributor / wholesaler) -Their sales capacity and preferences -Pain points they face (credit terms, delivery delays, etc.) This profiling stage uncovers the “hidden potential customers” — shops dealing in your product category but not yet stocking your brand. Example: In Prayagraj, we discovered 404 shops selling cookware appliances. Out of these, only 140 stocked our client’s brand. The remaining 264 shops were potential targets for expansion.
3. Order Taking
Finally, we don’t just hand over data. We act on it. -Our trained digital runners make repeated visits to target shops. -They pitch products, take orders through the Anaxee mobile app, and track sales. – Over time, they expand both the width (new shops added) and depth (more SKUs per shop) of your distribution. This turns distributors into growth engines rather than passive intermediaries.
Why Tech + Human Execution Matters
Distributor empowerment is not about replacing them, but about giving them tools and support. With Anaxee’s mobile app and dashboards: –Every shop visit is tracked in real time. -Order data is visible down to SKU level. -Brands get analytics on performance across districts. -Distributors are no longer working blindly — they have visibility and accountability.
Case Study: From Limited Access to Uniform Sales
One of our clients in Eastern UP (cookware segment) faced the exact problem we discussed. -Before: They relied on two distributors covering ~200 shops. -After: With Anaxee’s mapping + profiling, we identified 600+ additional shops. -Within 3 months, orders grew by 40%, and brand visibility in the region almost doubled. Distributors didn’t have to expand manpower; instead, they leveraged our digital runners and data to maximize reach.
Benefits of Distributor Empowerment
By applying this structured GTM model, non-FMCG brands gain: -Uniform Sales Across Districts – not just in comfort zones. -Expanded Reach – tapping nearby towns and talukas. -Reduced Dependency – decisions no longer hinge on one distributor’s gut feel. -Brand Loyalty at Retailer Level – shopkeepers push your products when they trust the supply chain. -Data-Driven Growth – insights at shop and SKU level guide smarter strategy.
Moving from Gut Feel to Data-Driven Distribution
Most non-FMCG companies are still playing catch-up when it comes to distribution science. Distributors are left on their own, without clear direction or tools. This creates a vicious cycle of limited reach, poor visibility, and lost market share. But with a tech-enabled, execution-driven partner like Anaxee, brands can: -Uncover hidden potential markets -Empower distributors with real insights -Consistently expand their footprint across India It’s about moving from “we think our brand is doing well” to “we know exactly how our brand is performing in every shop of every district.”
Conclusion
Distributors are not just partners in logistics. They are the heart of your Go-To-Market strategy. When empowered with data, execution support, and accountability, they can transform your business outcomes. At Anaxee, we specialize in bringing FMCG-style discipline to non-FMCG brands, ensuring your products don’t just exist in the market but dominate shelves across districts and towns.
About Anaxee:
Anaxee is India’s Reach Engine- building the country’s largest last-mile outreach network of 100,000 Digital Runners (shared, tech-enabled feet-on-street). We enable brands, corporates, and agri-focused companies to break distribution barriers and scale their presence into rural and semi-urban India, covering 26 states, 540+ districts, and 11,000+ pin codes. Our technology-driven GTM solutions deliver on-ground activations, customer acquisition, lead generation, and project execution at unmatched speed and scale- while ensuring complete visibility and control over last-mile operations.
Alongside commercial execution, Anaxee also leads large-scale Climate and Carbon Credit projects nationwide. We provide the tech and field infrastructure to implement and monitor Nature-Based Solutions (NbS) and community projects like agroforestry, regenerative agriculture, and clean energy interventions, bringing transparency and verifiable impact to global carbon markets.
Want to scale your business or explore GTM partnerships? Contact us: sales@anaxee.com
