Strategy Learnings

  Cadbury’s (Mondelez India) distribution strategy is a textbook example of high-velocity FMCG execution , optimised for impulse, temperature sensitivity, and absolute reach . Below is a structured, India-specific breakdown , focusing on what actually makes it unbeatable. 1. Core Distribution Philosophy “Be available everywhere, at the moment of impulse, in the right condition.” Cadbury does not chase margin first; it chases reach, freshness, and visibility . Margins are engineered later through scale. 2. Multi-Tier Distribution Architecture A. Manufacturing → CFA (Carrying & Forwarding Agents) Regional CFAs across India Hold inventory, manage GST, service distributors Ensure rapid replenishment and stock rotation B. CFA → Super Stockists / Distributors Territory-based exclusive distributors High throughput, low inventory days Focus on route coverage, not SKU push C. Distributor → Retail Unmatched width & depth 1.8–2.0 million outlets ...

  1. Core Distribution DNA (One-Line Summary) Company Distribution DNA Cadbury Impulse-led, micro-reach, high velocity Amul Supply-led, daily replenishment, cold-chain muscle ITC Portfolio-led, leverage-and-cross-sell machine 2. Network Scale & Structure Parameter Cadbury Amul ITC Retail reach ~1.8–2.0 mn outlets ~1.0–1.2 mn outlets ~1.0–1.1 mn outlets Distribution model CFA → Distributor → Retailer Cooperative → Union → Federation → Retail CFA → Distributor → Retail Ownership Fully private Farmer-owned cooperative Corporate conglomerate Control intensity Very high Very high High 3. Product–Distribution Fit (Why Each Model Works) Cadbury Small SKUs (₹10–₹40) Low weight, high turnover Impulse purchase No daily replenishment required Result: Maximum width of distribution. Amul Perishable, cold-chain dependent Daily milk and butter movement Heavy capex in chilling, transport Result: Absolute trust and availability in staples. ITC Large, d...

 Below is a clear, India-specific FMCG startup framework derived directly from Fulvio Pagani’s playbook , adapted to Indian market realities (price sensitivity, channel fragmentation, regulatory complexity, and inflation cycles). This is written as a founder’s operating doctrine , not theory. The Pagani Framework for Building an Indian FMCG Company 1. Start With a Product Indians Can Buy Daily (Non-negotiable principle) Pagani logic In volatile economies, daily-affordable indulgence never collapses . India translation Choose products where: Consumer can buy ₹1–₹10 per unit Purchase frequency is daily or weekly Consumption is habitual, not aspirational Strong categories Candies, toffees, gums Biscuits, rusks Sachet beverages (tea premix, glucose drinks) Savoury snacks in ₹5 packs Avoid initially Large packs Premium-only SKUs Products requiring refrigeration 2. Design for Kirana, Not Modern Trade (Distribution-first thinking) Pagani ...

  HUL’s Structured Goal-Setting: “Must-Win Battles” Hindustan Unilever Limited (HUL) uses a very disciplined strategic planning model. Although HUL does not publicly release every detail, their approach is widely known in leadership and FMCG circles and aligns closely with Unilever’s global performance rhythm. Below is the distilled structure: 1. What Are Must-Win Battles (MWBs)? MWBs are the top 3–5 strategic priorities that a business must achieve in a given year or cycle in order to win in the marketplace. They have three characteristics: ✔ Decisive These goals unlock disproportionate growth or prevent major risk. ✔ Non-negotiable Leaders commit resources and time; failure is not an option. ✔ Cross-functional Sales, marketing, supply chain, R&D, finance — all must work in sync. 2. How HUL Defines an MWB (Framework) HUL uses a structured sequence: (1) Business Diagnosis Category health (penetration, frequency, premiumisation) Market map (competitive sh...

Top 10 Learnings from The Monk Who Sold His Ferrari — simple, powerful, and directly applicable to daily life: --- 1. Master Your Mind Your mind is your greatest asset. Train it to focus on positivity, purpose, and discipline — not fear or distraction. --- 2. Follow Your Purpose (Your “North Star”) A meaningful life requires a clear purpose. Know what truly matters to you and make every action aligned with it. --- 3. Practice Kaizen (Continuous Self-Improvement) Small, consistent improvements in habits, health, and thinking create big transformations over time. --- 4. Live with Discipline Self-control is freedom. Whether it’s waking early, exercising, or staying calm — discipline shapes destiny. --- 5. Respect Your Time Time is your most precious resource. Cut out time-wasters and invest your hours in what gives growth, joy, or contribution. --- 6. Nourish Your Relationships Real happiness comes from meaningful connections. Be present, express appreciation, and spend quality time with ...

1. The 20/20/20 Formula The first hour of your day (5:00–6:00 AM) should be split into three 20-minute blocks: 20 mins – Move: Exercise to activate dopamine and energy. 20 mins – Reflect: Meditate, journal, or plan your day. 20 mins – Grow: Read, study, or learn something new. This is the heart of the book. --- 2. Victory Hour = Daily Self-Mastery Sharma says your first hour sets the tone for your entire day. A strong “Victory Hour” creates calm, focus, and high performance for the next 23 hours. --- 3. The Four Interior Empires Instead of just mindset, you must balance four “empires”: Mindset — your thoughts Heartset — emotional wellbeing Healthset — physical fitness Soulset — purpose and spirituality True success = balance in all four. --- 4. Habit Formation: The 66-Day Rule Sharma explains that any new habit goes through three stages: Destruction (Days 1–22) – breaking the old pattern Installation (Days 23–44) – difficult middle phase Integration (Days 45–66) – the habit becomes nat...