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Retail, put simply, is the process of selling goods or services directly to consumers for their personal, non-commercial use. But the process of moving a product from the manufacturer to the consumer is quite complex — a multi-step process that involves various intermediaries like wholesalers, distributors, and finally, retailers.
Generally speaking, brands can follow two approaches to get their products to retailers: general trade and modern trade. Both prioritize different retail formats. General trade typically involves small, independent shops, and modern trade deals with large-scale retail and ecommerce stores.
Understanding the nuances between these formats is important for business success, particularly within sectors like FMCG.
For example, general trade channels have a more expansive reach — particularly in tier 3 and tier 4 cities. In fact, according to a 2023 report by Nielsen, more than 75% of retail sales in India move through general trade channels. In contrast, modern trade channels simplify distribution logistics through their ‘centralized’ processes and ‘standardized’ operating protocols.
This brings us to the question: would market expansion or logistical ease be good for profit margins? This is just one part of the decision; there are a lot more factors involved.
In this article , we’ll be exploring the many aspects of general and modern trade channels, plus provide tactical tips on how you can make the most of either channel while addressing any operational complexities that may come up along the way.
General trade channels refer to the traditional, independent, small-scale retail outlets. These are your local convenience stores, traditional bazaars, mom-and-pop shops, and street kiosks.
General trade channels — though largely unorganized — are known for their extensive reach, particularly in semi-urban and rural areas.
Let’s illustrate this scale: in 2024, Walmart U.S. operated 4,615 stores. In contrast, the United States has an estimated 4.1 million small businesses in retail trade.
These outlets (typically family-owned) also have deep ties within the community. Shopkeepers know their customers personally, so they have a deeper understanding of local preferences. This makes it a great option for larger brands looking to do some market research — you can get direct, real-time insights into consumer behavior, product acceptance, and regional nuances.
Let’s look at a real-world example: When Coca-Cola noticed that regional brands had a distinct advantage in understanding local flavor preferences, it launched the Aam Panna (mango) and Rimjhim (jeera) flavors to address this and compete with those brands directly. They saw much success as well, with Aam Panna having a 90% repeat purchase rate.
Another characteristic of general trade channels is their flexible distribution and inventory management practices. They rely heavily on informal networks and ‘just-in-time’ inventory, stocking up only when they absolutely need to. Inventory management is also pretty straightforward — often just manual record-keeping rather than sophisticated inventory management systems. In fact, when Nabati introduced instant noodles, they used Botree DMS to figure out store adoption of wafers and noodles — analyzing which stores carried each product or both to understand which stores and which regions had a higher demand for the new product.
Now that we’ve gotten an idea of what general trade channels are and how they operate, let’s go over their advantages and disadvantages:
Modern trade channels refer to the ‘organized retail sector’ — large-scale stores, supermarkets, hypermarkets, and retail chains.
Modern trade outlets are significantly larger than general trade stores and highly organized with standardized processes, centralized inventory management, optimized sales operations, and advanced supply chain management.
You also have a better chance at marketing your product and standing out from the crowd, especially as large retail outlets sell pretty much all your competitors’ products. Here are some ways you can use their promotions to get your product noticed and stand apart in a crowded environment:
Brands can also pay for a premium display, host in-person sampling events, and run co-marketing campaigns. This works in favor of brands as modern trade prioritizes high-quantity sales over one-off purchases — ensuring your ROI from these (rather expensive) promotional campaigns is worth it.
But that’s not all. Modern trade channels are also some of the most enthusiastic adopters of technology — such as virtual sampling through social media live demos and no-touch vending machines offering samples via QR scans.
Similarly, modern trade channels also come with super-structured processes for inventory and supply chain management. They use sophisticated inventory management software to optimize stock levels and ensure that the right products are stocked in the right quantities. This also includes automated restocking processes so they don’t overstock or understock products.
These processes — which are great for suppliers — also make it difficult to set up a partnership. These retailers enforce stringent procedures and compliance protocols, ensuring alignment with their core values, such as ethical sourcing and sustainability, plus rigorous quality standards. This creates a high barrier to entry, especially for newer brands.
Large retail outlets also operate on different business models, so your product has to align strategically with their specific approach. For example, Walmart focuses on low prices, Target emphasizes product quality, and Costco prioritizes bulk purchasing and membership-driven sales.
Moving to the next section, let’s explore the many pros and cons of modern trade channels.
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Both general trade channels and modern trade channels give you good reach but in different ways.
Local penetration
It has a strong presence in community-based markets, including local shops, street vendors, and small retailers that are easily accessible to consumers in rural or semi-urban areas.
Adaptability
Operations are flexible, allowing them to respond quickly to local consumer demands and seasonal trends. This is important in areas where consumer preferences can vary significantly from one region to another.
For example, Nilon’s Pickle, one of India’s premium pickle brands, caters to the different regional preferences of customers across India and has launched regional varieties like Rangilo Rajasthan, Delhi Darbar, MP Special Mango, and more to attract local consumers.
Widespread accessibility
General trade is available everywhere, from the smallest rural neighborhoods to large cities, providing a broad reach across different geographic regions.
Wider footprint
Modern retail chains often have a wide network of stores across national or regional territories. This allows brands to achieve broad geographic distribution quickly — reaching consumers all over the country through a single partnership.
Ecommerce options
Modern trade helps you expand your reach with omnichannel strategies — they help you sell at their physical outlets and on their e-commerce platform. This expands your market reach beyond physical store locations.
To sum it up, general trade channels get your product into many small, local shops, especially in smaller towns and the countryside. Modern trade channels put your product in big stores that reach many people in cities and suburbs — places with higher consumer purchasing power.
Let’s delve a little bit deeper and see how general trade and modern trade compare against each other in different aspects, from market structure and distribution strategy to consumer experience. But first, here is a quick summary of the key differences.
Aspect | General Trade | Modern Trade |
Scale of Operations | Small-scale individual stores | Large-scale retail chains |
Distribution Networks | Multiple stakeholders involved | Centralized systems with fewer intermediaries |
Geographic Reach | Strong in rural/semi-urban areas | Focused on urban/suburban regions |
Inventory Management | Manual | Technology-driven |
Pricing | MRP-based; minimal discounts | Competitive pricing; bulk discounts |
Promotions | Localized; word-of-mouth | Loyalty programs; digital campaigns |
Consumer Experience | Personalized service | Standardized experience |
Role of Technology | Minimal | Advanced tech integration |
One of the first things that comes to mind when evaluating both trade channels is the scale of operations and distribution network. For general trade channels, you can expect:
Modern trade channels, on the other hand, are corporate-owned supermarkets with centralized distribution systems. You’ll find:
How Botree DMS Transforms Distribution Channels for Maximum Efficiency
With general and modern trade channels being significantly different in their sales approach — the former with a hyper-localized, relationship-driven strategy, and the latter with a standardized, data-centric model — how you price your products and promote them will also differ.
When selling through general trade channels, brands need to keep pricing similar to the Maximum Retail Price (MRP) to ensure retailers make a profit. There’s also less scope for promotions — most small-scale retailers rely on word-of-mouth marketing.
Modern channels offer competitive pricing due to economies of scale and bulk buying. There’s also more scope for digital advertising campaigns and festive discounts. Also, as large-format retail stores also operate in densely populated areas with higher purchasing power, they’re known to run elaborate campaigns.
Successful examples from the past years include:
Moving to the consumer experience, general trade outlets are built on community and trust — you’ll find hyper-personalized, 1:1 service and credit-based purchases. Modern trade channels, on the other hand, offer more standardized services. And while they do try personalizing their services with technology — segmented lists, activity-based emails, and more — it’s not exactly relationship-driven.
A good example is Kroger’s personalized digital coupons, where customers get offers based on their purchasing history — not just standardized offers. While consumers can relate to the offer, they don’t really have a personal connection with Kroger.
Now that we’ve explored the nuances of general and modern trade, let’s delve into practical considerations for formulating a tailored distribution strategy. To begin, carefully evaluate the following points:
Product type and positioning
Does your product cater to a niche market, or is it a mass-market essential? The nature and positioning of your product will influence which channels are most effective. For example, high-end, specialty items might benefit from the targeted consumer base of modern trade, while everyday essentials can benefit from the broad reach of general trade.
Target audience
Who are your ideal customers, and what are their purchasing habits? Understanding your target audience’s demographics, geographic location and shopping preferences is a must for selecting the right channels. If your primary audience resides in rural areas, general trade becomes essential.
Financial resources and investment capacity
The next step is analyzing your budget and available resources. Modern trade often requires significant upfront investments in marketing, logistics, and compliance. General trade may require less capital but demands a strong on-the-ground field force team and distribution network.
Growth objectives
Define your short-term and long-term growth objectives. Do you aim for rapid expansion or gradual market penetration? Modern trade can facilitate faster growth in urban areas, while general trade allows for gradual expansion into diverse markets.
Brand strategy
How do you want your brand to be perceived? Do you prioritize brand consistency, or are you good with localization? Modern trade offers greater control over brand perception, while general trade allows for more flexibility in adapting to local market nuances.
But it’s not always this or that — you can create an integrated (hybrid) distribution strategy using a combination of both general and modern trade channels. This is particularly important in the current macroeconomic climate. If one channel experiences a downturn, the other can help mitigate losses.
Now that we’ve explored the nuances of general and modern trade, let’s delve into practical considerations for formulating a tailored distribution strategy. To begin, carefully evaluate the following points:
Product type and positioning
Does your product cater to a niche market, or is it a mass-market essential? The nature and positioning of your product will influence which channels are most effective. For example, high-end, specialty items might benefit from the targeted consumer base of modern trade, while everyday essentials can benefit from the broad reach of general trade.
Target audience
Who are your ideal customers, and what are their purchasing habits? Understanding your target audience’s demographics, geographic location and shopping preferences is a must for selecting the right channels. If your primary audience resides in rural areas, general trade becomes essential.
Financial resources and investment capacity
The next step is analyzing your budget and available resources. Modern trade often requires significant upfront investments in marketing, logistics, and compliance. General trade may require less capital but demands a strong on-the-ground field force team and distribution network.
Growth objectives
Define your short-term and long-term growth objectives. Do you aim for rapid expansion or gradual market penetration? Modern trade can facilitate faster growth in urban areas, while general trade allows for gradual expansion into diverse markets.
Brand strategy
How do you want your brand to be perceived? Do you prioritize brand consistency, or are you good with localization? Modern trade offers greater control over brand perception, while general trade allows for more flexibility in adapting to local market nuances.
But it’s not always this or that — you can create an integrated (hybrid) distribution strategy using a combination of both general and modern trade channels. This is particularly important in the current macroeconomic climate. If one channel experiences a downturn, the other can help mitigate losses.
There are other benefits as well:
The lines between general and modern trade are becoming increasingly blurred as both distribution channels adopt technology and adapt to evolving consumer preferences — namely speed, personalization, and convenience.
In fact, many FMCG companies are offering mobile apps to small retailers, allowing them to place orders directly with distributors, improving efficiency and reducing dependency on middlemen. Tools like Botree’s Retailer App, for example, allow small-scale retail outlets to self-order inventory, manage stock, and stay updated about new products, schemes, and offers.
Similarly, they’re also addressing the impact of q-commerce. Smaller general trade shops are offering pick-up-and-drop services, either independently or through local delivery partners. Conversely, larger retail outlets are integrating q-commerce into their omnichannel strategies, establishing dedicated delivery hubs, and optimizing supply chains for faster turnaround.
Ultimately, the retail industry’s future lies in a hybrid model that seamlessly integrates the localized reach of general trade with the efficiency and technological sophistication of modern trade — so you balance customer-centricity with economies of scale.
