Tell us about your current retail footprint and how do you plan to increase it number-wise?

We are currently present through a total number of 11,000 retail touchpoints, out of which 400 are exclusive brand outlets. These touchpoints are operated by a large chain of distributors comprising almost 900 of them. Strengthening our EBO footprint, we are poised to reach a number of 1500 EBOs.

What would be the ratio of CoCo and franchisee-operated stores?

As a strategy, we refrain from CoCo stores. Franchisee rollout gives us immense opportunity to not only understand respective markets but also ensures good business for us. As we are planning to strengthen our franchisee network. We would like to mention that we are extremely flexible with store formats so that anyone can partner with us. Our store sizes vary from as small as 400 sq ft till up to 5000 sq ft, depending upon locations, value and catchments.

Majority of your retail touchpoints are still located in MBOs. Coming from a category where showcasing full inventory is a challenge, how do you ensure your visibility?

In the last few years, we have been extremely vigilant towards our in-store and other visibility. We have executed numerous promotional activities at street and store levels. We introduced our mobile SIS concept and gained good visibility. Alongside, in stores, we promoted the brand through platforms, canopies, apart from regular display components like banners, posters, danglers etc; at high-end stores, we introduced special vinyl and backlit signages to grab customers’ attention.