The move is reshaping the old model of depending solely on wholesalers and retail stores Consumer goods companies facing broken supply-chain networks are forging new linkages with food aggregators, hyperlocal apps and courier firms, reshaping the old model of depending solely on wholesalers, distributors and retail stores to reach customers.
Tele-services and apps to help retailers place orders are also being rolled out, as India nears a month of lockdown to limit the spread of the novel coronavirus.
The lockdown has disrupted traditional supply chains as distributors, wholesalers and direct sales staff were hamstrung by severe traffic curbs and shortage of staff and vehicles.