The PGDM Retail Management Department (Trimester II, Batch 2025–2027) at Jagan Institute of Management Studies (JIMS), Rohini organized an insightful guest session on “Understanding Indian Consumers: Retail Strategy and Market Dynamics in FMCG with Tata Consumer Products and Dabur” on December 9, 2025.
The session was conducted by Mr. Trilok Kumar, Senior Area Sales Manager, Tata Consumer Products, who brought extensive hands-on experience in FMCG sales, distribution, and retail strategy. His expertise provided students with a practical lens to understand India’s dynamic consumer behaviour and fast-evolving retail ecosystem.
Mr. Kumar began by presenting a comprehensive overview of the Indian retail landscape, explaining the key distinctions between structured and unstructured retail formats. He emphasized the dominance of kirana stores, local vendors, and traditional outlets in the unorganized sector, while highlighting the rapid integration of organized retail formats such as supermarkets, hypermarkets, and modern trade. He further differentiated urban and rural retail markets, elaborating on the varying levels of purchasing power, product assortment, affordability patterns, and consumer trust across these segments.
The session delved into essential financial concepts such as costing, channel margins, primary and secondary sales, and profit distribution across the FMCG supply chain. Mr. Kumar explained how brands like Tata Consumer Products and Dabur design pricing strategies, maintain margin discipline, and ensure competitive positioning while catering to diverse consumer needs. His discussion on margin allocation among distributors, wholesalers, and retailers gave students a clear understanding of how profitability flows across layers of the distribution network.
A major highlight of the session was Mr. Kumar’s detailed breakdown of India’s multi-tier FMCG distribution model—from company to super stockist, distributor, retailer, and ultimately the consumer. Using real examples from Tata Consumer Products and Dabur, he illustrated how distribution efficiency influences product visibility, availability, consumer preferences, and overall brand loyalty. He also discussed how FMCG companies adapt retail strategies based on demographic changes, regional consumption patterns, and competitive dynamics.
Through practical cases and interactive engagement, students gained a real-world understanding of how consumer insights, distribution systems, and pricing strategies shape FMCG operations in India’s vast and diverse retail environment.
Key Takeaways
- Understanding the distinctions between structured and unstructured retail in India.
- Insights into urban vs. rural consumer behaviour, purchasing trends, and market dynamics.
- Learning the fundamentals of costing, pricing, gross margin, net margin, and channel margin distribution.
- Gaining clarity on primary and secondary sales and their relevance in FMCG operations.
- Understanding India’s multi-tier distribution model and its impact on brand success.
- Appreciating how companies like Tata Consumer Products and Dabur develop retail and pricing strategies based on consumer needs and competitive landscape.
The session provided students with a strong practical foundation in FMCG retail dynamics, bridging academic concepts with industry realities. It reflected JIMS Rohini’s commitment to preparing future-ready retail professionals equipped with strategic and analytical capabilities essential for the FMCG sector.