If idea is 1 percent, then execution has to be 99 percent: Sankalp Potbhare

In the session, "Decoding new age shoppers in growing 2 and 3 tier cities in India”, Sankalp Potbhare, Head Sales Development & Strategy, Reckitt Benckiser India, explained the game-changing shopper marketing trends in the most compact way. "Although demands for premium FMCG spends have seen a constant rise, the scene is not at all hunky dory. Inundating options in FMCG category in these markets are making it chaotic, resulting into shrinking shelf space, trade space optimisation and grabbing effective eyeballs,” Potbhare informed. He added that to arrest such worries, the biggest lookout should not only be the idea but majorly, how brands execute it. About 12,000 Indian villages are already contributing 28% of FMCG business. "The ways to increase the percentage and bring more small cities in the list lie in customised solutions which are profitable and therefore sustainable ,” Potbhare concluded.