India’s retail market is huge, but it’s also very complex. For non-FMCG brands, the challenge is even bigger. Unlike daily use items where retailers ask for products themselves, categories like kitchen appliances, utensils, lubricants, batteries, tyres, and electronics don’t work the same way. These durable goods depend a lot on distributor and dealer networks to reach local retail stores.
Many brands believe that once they set up a distribution strategy in India, their retail coverage is done. But that’s not true. Often, they miss a big part of the market, especially in Tier 2 and Tier 3 cities. The reality is, distributors have limited reach– based on personal contacts, location choices, and credit rules. Because of this, rural retail markets and semi-urban towns stay untapped, even though they hold huge potential.

Some key data to consider:
● 88% of India’s population lives outside metros

● 70% of household consumption happens in these areas

● 85% of non-FMCG commerce is still offline
(Source: Internet)

We at Anaxee recently did a small study in 5 districts of Uttar Pradesh. In just the kitchen appliance and utensil category, we found 3,026 potential retail outlets that many brands are not reaching. This shows the gap between assumed coverage and real market presence.

So, the idea is not to replace distributors- but to support and strengthen the dealer network. Distributors do their best with the information they have, but there’s always more to explore. Some retail outlets remain unknown, smaller towns don’t get regular supply, and competition in distribution channels can block your product from reaching new shops.
What’s needed is a data-driven retail strategy- one that combines field insights, technology, and mapping tools. At Anaxee, our Digital Runners collect real-time data from on-ground retailers across India. With this, we help brands do retail outlet mapping, find missed retail opportunities, and optimize distribution.
From our experience, if the right approach is taken, brands can reach up to 90–95% of the relevant retailers, even in remote areas. It’s just about going a little beyond the traditional ways.

If you’re a CMO or marketing leader looking to expand your retail presence in small and semi urban towns and improve your channel performance, Let Connect on sales@anaxee.com