Distribution
Setup.

The Foundation

Demand is worth nothing
without availability.

A robust omnichannel distribution ecosystem is built and managed on the brand's behalf, opening access to India's leading marketplaces, quick commerce platforms, modern trade retailers, specialty stores, distributors and other relevant sales channels.

The objective is straightforward: maximum visibility and availability across both online and offline touchpoints, so a consumer who is persuaded can actually buy.

Discuss Your Requirement
Distribution Setup
Seen and
available
In Short

“Distribution setup is the building of the channel network a brand sells through - the marketplaces, platforms, retailers and distributors that carry it, and the terms it sits on.”

Why It Matters

Four reasons the network has to come first.

  • Availability

    Marketing creates intent with a short shelf life. If the product is not within reach at that moment, the intent is spent on someone else.

    01

  • Omnichannel Coverage

    Indian consumers move between marketplace, ten-minute delivery and physical store without thinking. A brand present in only one of them is invisible in the others.

    02

  • Channel Economics

    Every channel takes a different margin and demands a different pack. Onboarding without modelling that turns volume into loss.

    03

  • Partner Quality

    The distributor who takes the stock decides how far it travels. Screening them properly is cheaper than replacing them later.

    04
What Is Handled

The channels
opened and managed.

Online and offline are built together, because Indian consumers do not treat them as separate places to shop.

  • Marketplaces

    Listings, catalogue quality and account health on India's leading e-commerce marketplaces.

  • Quick Commerce Platforms

    Onboarding, assortment and availability on the ten-minute platforms now shaping impulse categories.

  • Modern Trade Retailers

    Listings, planogram presence and terms with national and regional modern trade chains.

  • Specialty Stores

    Curated retail placement where category credibility is built before scale is chased.

  • Distributor Network

    Distributors and super-stockists screened, appointed and managed against coverage and service levels.

  • General Trade Reach

    Secondary reach into conventional retail through the appointed network, tracked by outlet coverage.

The Process

4 steps, no guesswork.

  1. 1

    Channel Blueprint

    The right mix of online and offline channels is defined for the category, and the order in which each should be opened is set.

  2. 2

    Partner Identification

    Distributors, platforms and retail partners are screened on category fit, coverage, service level and financial standing.

  3. 3

    Onboarding & Listing

    Accounts, documentation, catalogues and terms are completed so each channel goes live cleanly rather than in stages.

  4. 4

    Coverage & Service Management

    Fill rates, coverage and availability are tracked against target, and partners are managed to the numbers.

Why True North Partners

A network,
not a list of accounts.

Opening a channel is a day of paperwork. Keeping it stocked, priced correctly and worth the partner's shelf space is the part that runs for years, and it is the part most brands are left to discover alone.

Here the network is built and then managed - partners held to coverage and service levels, availability watched across every touchpoint, and problems raised while they are still small enough to fix.

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