Mondelez rejigs sales channel

The company is expanding its pan-India footprint with a focus on underpenetrated markets

Catering to an underpenetrated chocolate market, Mondelez India is working towards securing a pan-India footprint by expanding its distribution system — both in terms of numbers and higher visibility at the point of sale. The move to serve new markets and make its existing sales channel more profitable is accompanied with key changes in the company’s approach towards mapping potential markets and a rejig in dealership relationships.

To begin with, the company is taking its cues in market expansion from the changing aspirations of rural India. Today, a majority of rural markets and smaller towns mimic consumption patterns in big cities