The Economic Times reports that the rise of modern retail could likely cause the death of sachet marketing in urban areas. These small packs that were runaway successes in the 1990s are not finding any shelf space in modern retail stores who prefer larger packet sizes and offer bulk discounts. Many organized retailers, including some neighborhood chains, avoid stocking these items due to a bad visual display and high shrinkage rates.
At one time, sachets were the success story for many a FMCG company, enticing the bottom of the pyramid market but now don’t have many takers. CK Ranganathan, Founder of Cavinkare, who pioneered the sachet revolution, says that the sachet needs to be reinvented for the organized retail market. He added that Cavinkare is “…working on a packaging to offer a carton of sachets, with an MRP, which will be easy for the retailers to stock and bill. I don’t think the sachet trend would die out."
No comments:
Post a Comment