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India’s FMCG Firms Caught In Crossfire Between Distributors And Udaan: Exclusive
ITC and Nestle also face distributor pushback for supplying products to Udaan.

Suhana Masalas and other FMCG Products on display inside Vashi APMC Market. (Photo: BloombergQuint)
More consumer goods makers face pushback from distributors of shampoos to staples to small retail stores, the dominant trade channel in India's $883-billion retail market.ITC Ltd. and Nestle India Ltd. have been shying away from directly supplying goods to Udaan, an online marketplace for mom-and-pop stores, according to four distributors from different parts of India and aware of the matter. The two companies are looking at alternat...

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