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If you’re aiming to crack the code in FMCG sales and marketing—or hoping to build a long-lasting brand that wins at retail—let’s talk about one factor that can make or break your entire strategy: outlet coverage. Whether you’re a seasoned trade marketing pro or a student with a dream, understanding how thoroughly your product reaches those busy neighborhood stores is the absolute game changer.

If you’re dreaming of a career with the likes of Britannia, ITC, P&G, L’Oréal, or Godrej, you probably already know you’ll face fierce competition. Hundreds (sometimes thousands) apply for each entry-level role, and almost everyone shows up with a list of online courses and certificates.

If you’re serious about mastering FMCG distribution and sales strategies, Britannia’s new route to market approach covered in this fmcg case study offers a masterclass in how a legacy brand can adapt to modern challenges. The company, celebrated for its iconic biscuits, faces increased pressure from changing product mixes, evolving retail structure, and profitability challenges. Let’s break down how Britannia’s route to market transformation unfolds step by step.