Services
Advisory built for the offline realities of growth-stage brands
Every service below draws on twenty years of hands-on FMCG sales leadership. Engagements can be scoped as a single focused sprint or an ongoing advisory retainer.
Distribution & Route-to-Market Strategy
Building the physical distribution backbone that gets your product onto shelves, into stockists, and in front of the right retailers.
Most online-first brands hit a wall the moment they try to go offline: no distributor network, no route-to-market plan, and no idea which channels to prioritize first. I design the distribution architecture — from super-stockist and distributor selection to territory sequencing and van-sales versus pre-sales models — based on twenty years of building these networks from scratch inside large FMCG organizations.
What's included
- Distributor and super-stockist selection criteria and onboarding
- Territory and channel sequencing (modern trade, general trade, e-commerce, quick commerce)
- Route-to-market model design (direct, indirect, hybrid)
- Distributor ROI and scheme design
Multi-Channel & Pricing Architecture
Protecting margin and brand equity while selling across D2C, marketplaces, quick commerce, and general trade at once.
Selling the same SKU across five channels without a pricing architecture is how brands end up undercutting their own retailers. I build channel-specific pricing ladders, pack-size strategies, and MRP/trade-margin structures that keep every channel profitable and prevent price wars between your own partners.
What's included
- Channel-specific price and pack architecture
- Trade margin and scheme structuring by channel
- MRP governance and grey-market/leakage prevention
- Quick-commerce and marketplace pricing alignment
Go-To-Market Strategy
A sequenced, city-by-city or category-by-category plan for launching offline without burning cash or credibility.
Launching offline is not a bigger version of your online launch — it runs on different timelines, different stakeholders, and different proof points. I build the GTM roadmap: which markets first, which channel partners to court, what the launch offer looks like, and how to sequence investment so early wins fund the next phase.
What's included
- Market prioritization and phased rollout planning
- Launch offer and trade promotion design
- Category and competitive landscape mapping
- 90-day and 12-month GTM roadmaps
Sales Strategy & Team Structuring
Designing the sales organization, incentive structures, and KPIs your brand needs at this stage of growth — not the one you'll need in three years.
Founders often hire a sales team before they have a sales strategy, or scale a structure that worked for one channel into a chaos of overlapping mandates. I design the org chart, reporting lines, incentive and target structures, and the KPIs that actually predict offline growth, sized correctly for a growth-stage team.
What's included
- Sales org design and hiring sequencing
- Incentive, target, and commission structures
- KPI and reporting cadence design
- Key account management frameworks
Brand & Marketing Strategy Advisory
Translating a digital-native brand story into something that lands with offline retailers, distributors, and shoppers.
The brand narrative that wins on Instagram doesn't always win at the shelf or in a distributor pitch meeting. I advise on adapting brand positioning, in-store visibility, and trade marketing so the same brand feels equally credible online and offline, without diluting what made it work in the first place.
What's included
- Trade marketing and in-store visibility strategy
- Brand positioning adaptation for offline audiences
- Distributor and retailer pitch narratives
- Shopper marketing and merchandising guidelines
Market Entry & Expansion
A clear-eyed feasibility and entry plan for new geographies or categories, grounded in on-the-ground FMCG experience.
Expansion decisions made from a spreadsheet alone tend to underestimate what it actually takes to enter a new market — regulatory friction, channel dynamics, local competition, and the working capital offline trade requires. I bring twenty years of on-ground market-entry experience to pressure-test the opportunity before you commit resources.
What's included
- New geography and category feasibility assessment
- Regulatory and compliance landscape review
- Local competitive and channel dynamics analysis
- Entry mode recommendation (direct, distributor-led, JV)
Not sure which service fits your stage?
Most engagements start with a short conversation about where you're getting stuck. Let's figure out the right starting point together.