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When Smaller Consumer Goods Makers Snatched Shelf Space From Market Leaders
Smaller consumer goods makers captured shelf space as larger peers struggled with dwindling inventories amid lockdown.
11 Aug 2020, 03:53 PM IST
When India herded 1.3 billion people indoors to contain the pandemic, Mala’s Fruit Products Pvt. was sitting on one month of inventory of jams to crushes in anticipation of summer demand. Though an essential category, its salesmen couldn’t take fresh orders and the company didn’t find truckers to ship the stock. The six-decade-old consumer goods maker hit upon an idea.Mala’s thought of using public transport to ferry its namesake bra...
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