Parle has emerged as the top FMCG brand in a 2024 survey of 21,000 Kirana store owners conducted by Kirana Club, outpacing Hindustan Unilever (HUL) and ITC. The survey evaluated sales representatives on key criteria like communication, ethics, empathy, customer support, and business impact.
Parle, which ranked second in 2023, claimed the top spot this year, while HUL dropped to seventh place and ITC fell to eighth. Retailers also expressed strong support for P&G and Colgate, citing reliable sales support.
The slip in HUL’s ranking is attributed to recent tensions with distributors. Last year, HUL reduced distributor margins from 3.9% to 3.3%, which drew criticism from the All-India Consumer Products Distributors Federation (AICPDF). Retailers also noted issues with product returns and stock availability.
ITC’s decline was linked to challenges in sales team retention, affecting retailer relationships. Anshul Gupta, founder and CEO of Kirana Club, highlighted that maintaining a stable sales force is crucial for consistent performance.
The survey underscores the growing importance of effective sales support and strong distributor relationships in maintaining brand loyalty among Kirana store owners.