In Nestle India, Calcutta Branch (covering the East & North East regions of India) was already the largest. The challenge was to retain its #1 rank as traditional products had reached maturity.
A change in the organization to rotate responsibility centers and leadership roles injected a renewed commitment to excel.
Key Distributors were closely aligned to aggressively launch new products and extend secondary distribution.
‘Localised on-the-ground campaigns’ and effective merchandising synergised with national media. The alchemy worked. Every single territory started pulling its weight.
Every new product found its mark; not just in the big urban markets but also in the remotest hill-states of the North East.
As a result the Branch doubled revenues in 3 years (27% CAGR) and retained its No.1 Branch status.
