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This simple idea changed FMCG Market forever | CHIK Shampoo Case Study

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People the FMCG market is by far one of the most competitive markets in the world.

The margins are thin, the supply chain is complex

and customer retention is very very challenging.

So much so that even after pouring in crores of rupees

many companies often incur losses and even quit the market altogether.

Which is why since decades,

this industry has always had only a handful of players

who can afford to pour in crores of rupees just to start a venture.

But you know what, an ordinary middle class Indian came out with a simple but brilliant idea

that ended up changing the dynamics of the entire FMCG market.

And this idea gave rise to what is now about to become a billion dollar company.

And not just that

the concept of this idea is now being applied by billion dollar companies

like Coca-Cola and Procter & Gamble also.

The question is- What is so amazing about this idea that it redefined a billion dollar industry ?

And more importantly how can you apply this concept in your business.

So as usual, let's dive into the story.

This story dates back to late 1980s India.

Back then India was a fairly underdeveloped country

and if you ask your parents, they would tell you

that back then even shampoos and perfumes were considered to be luxury products.


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