Real household spending in India is getting back on track after two years of lowered spending amid lockdowns and public health measures necessitated by the Covid-19 pandemic. Led by urban consumer demand, the fast-moving consumer goods (FMCG) sector in the country is seeing an upward growth trend. Rural demand for FMCG is also showing signs of a major recovery. FMCG companies are going head-to-head to capture consumer wallet share, and the competition will only intensify in the short-to-medium term. Product quality is given in the sector, and most products deliver near-identical benefits. So, FMCG brands can no longer hope to cut through the clutter and wow customers solely on the basis of product performance. Increasingly, these businesses are seeing speedier and cost-effective transportation and delivery of products as value propositions to attract customers. This has huge implications for distributors since it’s essentially their responsibility to take the brands faster t...