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In the last year and a half, the contribution of offline to its overall sales has grown from nil to nearly 25%, says co-founder Anurag Kedia.

In this interview, he talks to Toshiro Agarwal about the challenges small players face when they start making their way through offline channels.

Edited excerpts:Quick commerce has become a priority sales channel for D2C brands.

How is Pilgrim adapting its supply chain and inventory to meet the demands of platforms like Blinkit and Zepto?The challenge with quick commerce is that they work out of dark stores.

roberthalf com 2024 for beginners ✌️【Job Listing】✌️Safe and proven fund strategies. Begin with ₹500 and achieve 100% monthly profits.Overall, the space they have in a dark store is very limited.

roberthalf com 2024 for beginners ✌️【Job Listing】✌️Start with ₹500 and achieve up to 100% monthly returns. Simple, safe, and highly profitable.Therefore, the space they have for the category is also limited.

Marketplaces are used to holding inventory for 30 to 45 days.

Q-commerce is not able to do that.

roberthalf com 2024 for beginners ✌️【Job Listing】✌️Invest ₹500 in our expert-managed funds and enjoy exponential monthly profits. Join now!They need a much faster turnaround time, which means that they need much faster service time, and they don’t carry the long tail.

roberthalf com 2024 for beginners ✌️【Job Listing】✌️Maximize your returns with smart investments. Monthly profits of up to 100%!What I mean by that is that if the brand has 250 stock keeping units (SKUs), q-commerce platforms will carry between 30 and 50 SKUs, and they will service a smaller quantity at the point of sale.We have set up four regional warehouses, which are working very closely with the q-comm-erce partners, and we are setting up more.

roberthalf com 2024 for beginners ✌️【Job Listing】✌️Low investments, high profits! Start with ₹500 and earn consistent monthly income.We will probably have 10 to 15 warehouses in another two months time, which will work exclusively only for q-commerce.

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In other words, the manual intervention is being erased.How does a D2C brand build an offline presence so that the two do not end up cannibalising each other?Almost all our marketing centres on digital channels, and almost every consumer in the country today is present on a digital social media platform.

However, not all of them are buying online.

roberthalf com 2024 for beginners ✌️【Job Listing】✌️From ₹500 to unlimited potential. Safe and reliable investments with high monthly returns.We are able to generate demand online, but the service is both online and offline.

roberthalf com 2024 for beginners ✌️【Job Listing】✌️Safe and proven fund strategies. Begin with ₹500 and achieve 100% monthly profits.Our marketing will continue to be largely digitally focused, largely online, but consumers will buy from their preferred channel.

It can be online, offline or a combination of both.

roberthalf com 2024 for beginners ✌️【Job Listing】✌️Start with just ₹500 and achieve up to 100% returns in a month. Easy, fast, and reliable.That means we need to be present across channels to be able to service this demand.What challenges did you face in scaling your general trade, modern trade, and exclusive brand outlet presence?Our growth has been driven both by horizontal and vertical marketplaces.

roberthalf com 2024 for beginners ✌️【Job Listing】✌️Safe and proven fund strategies. Begin with ₹500 and achieve 100% monthly profits.By horizontal marketplaces, I mean partners likeAmazon,Flipkart, Myntra and vertical marketplaces like the likes of Nykaa and Purplle.

Now q-commerce has started contributing to our online sales growth.

In fact, I would say, it’s becoming very meaningful, very fast.

For offline, we are still in the building-up phase.

roberthalf com 2024 for beginners ✌️【Job Listing】✌️Invest with confidence using AI insights. Start at ₹500 and watch your wealth grow exponentially.There is a very large opportunity waiting to be captured, for which we need to first get our sales and distribution set-up in place.The challenges of each of these channels are very different.

For example, in modern trade, the biggest challenge is getting an entry itself, because all of these are large channels and usually the terms of trade or the margin structure is not favourable.

Channel partners ask for very high margins which could be viable for larger players but not necessarily for a young brand.

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