Topic: FMCG

“Kirana Stores Are Here to Stay”: FMCG Strategy for Indian Retail

How is the retail industry in emerging markets different from developed economies? Professor Siddharth Singh discusses insights from a recent analysis of FMCG marketing in India. ISBInsight: What motivated you to investigate the Indian retail industry? What are some of the unique aspects of the Indian retail industry? Siddharth Singh: There is a lot of academic research in Marketing on retailing and …

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FMCG Lessons for Pharma

 By Meenakshee Sinha and S. Arunachalam What were the key success factors for Arogya Parivar, a bottom-of-the-pyramid initiative by Swiss pharmaceutical major Novartis? In this article, Meenakshee Sinha and Professor S. Arunachalam present a replicable fast-moving consumer good blueprint for rural marketing based on the Arogya Parivar experience. The Transforming Pharma Landscape In the past century, scientific breakthroughs and economic development enabled pharmaceutical …

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