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Andy Mukherjee

Global Brands in India Have a Mutiny at Hand

The country’s traditional distributors are increasingly cut out of the picture by tech-driven conglomerates.

Sumit Aggarwal
Sumit Aggarwal

From Unilever Plc to Colgate-Palmolive Co., consumer goods makers in India are facing distribution blues that have nothing to do with pandemic-induced shortages and bottlenecks. The trusted middlemen that brands have traditionally relied on to reach millions of small neighborhood stores in 8,000 towns and 660,000 villages are in revolt.

It’s a mutiny that the multinationals have invited upon themselves.