Perspectives on the trends, technology and transformation shaping retail and consumer.
Point of viewRoute to market
FMCG makers know what they ship to distributors. What sells on to millions of kirana stores arrives late, in a dozen formats, and is argued about at month-end. Joining distributor, outlet and claim data into one governed record changes what a sales team can do on Monday morning.
Also featured
Point of viewAI in consumer
Brand, regulatory and competitor signals in India don't arrive in English alone. An LLM that scores every mention — sentiment, brand, region, impact — and joins it to sales in that state turns news into something a brand team can act on.
Point of viewRoute to market
The same SKU now sells through dark stores, marketplaces, ONDC and the brand's own app — each with its own price, content and stock. Brands that treat each platform as a separate report lose sales in the gaps between them.
2 insights
Point of viewRoute to market
FMCG makers know what they ship to distributors. What sells on to millions of kirana stores arrives late, in a dozen formats, and is argued about at month-end. Joining distributor, outlet and claim data into one governed record changes what a sales team can do on Monday morning.
Point of viewAI in consumer
Brand, regulatory and competitor signals in India don't arrive in English alone. An LLM that scores every mention — sentiment, brand, region, impact — and joins it to sales in that state turns news into something a brand team can act on.
Point of viewRoute to market
The same SKU now sells through dark stores, marketplaces, ONDC and the brand's own app — each with its own price, content and stock. Brands that treat each platform as a separate report lose sales in the gaps between them.
Point of viewGoverning AI
Trade spend is one of the largest lines on a consumer company's P&L and one of the least evidenced. Supervised agents can evaluate every promotion and check every claim — provided they never approve money on their own and never use customer data without consent.
Try a broader term, or browse all insights.
General trade, modern trade, quick commerce and ONDC.
Food cost, supply, GST and a faster P&L.
Point of viewAI in consumer
Brand, regulatory and competitor signals in India don't arrive in English alone. An LLM that scores every mention — sentiment, brand, region, impact — and joins it to sales in that state turns news into something a brand team can act on.
Point of viewGoverning AI
Trade spend is one of the largest lines on a consumer company's P&L and one of the least evidenced. Supervised agents can evaluate every promotion and check every claim — provided they never approve money on their own and never use customer data without consent.
Point of viewRoute to market
The same SKU now sells through dark stores, marketplaces, ONDC and the brand's own app — each with its own price, content and stock. Brands that treat each platform as a separate report lose sales in the gaps between them.
Point of viewRoute to market
FMCG makers know what they ship to distributors. What sells on to millions of kirana stores arrives late, in a dozen formats, and is argued about at month-end. Joining distributor, outlet and claim data into one governed record changes what a sales team can do on Monday morning.
Our research informs the tools we build with consumer businesses. Put the ideas to work.
Benchmark data, AI and operating-model maturity across the dimensions that separate leaders from the pack.
Take the maturity assessmentAgent squads designed for retail and consumer work, by domain, with autonomy levels and a named human owner.
Meet the digital workforceThe data, AI and governance layers a consumer business needs to move from pilots to production at scale.
Explore the frameworkNew perspectives on AI, data and transformation in retail and consumer — a few times a month, no noise.