Trade Management & Distribution Strategy – E-Book
by Sarabjit Singh Puri (Author), Kunal Awasthy (Author)
Original price was: ₹599.00.₹249.00Current price is: ₹249.00. 58% OFF
Master how products move across India’s complex trade ecosystem—General Trade, Modern Trade, and emerging digital channels. A practical, real-world guide for building scalable distribution networks.
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About the Book
In today’s fast-evolving market landscape, understanding how products reach the end consumer is more critical than ever. “Trade Management & Distribution Strategy” is a comprehensive, practical guide that decodes the complex distribution ecosystem across emerging markets like India.
This book dives deep into the three core pillars of trade:
- General Trade (GT): The backbone of India’s retail economy, driven by kirana stores, distributor networks, and relationship-based selling
- Modern Trade (MT): Organized retail chains with structured systems, category management, and strategic negotiations
- Alternate Channels: Rapidly growing ecosystems including E-commerce, D2C, quick commerce, institutional sales, and rural platforms
Blending real-world experience with actionable frameworks, this book explains how businesses can successfully navigate both traditional and modern trade systems.
Drawing insights from industry leaders such as Tata Steel, Hamdard, Parle Agro, Laxmi Seeds, Krishi Rasayan, and Fateh Rural Limited, the book offers practical case studies and execution-focused strategies that go beyond theory.
It highlights the transition from relationship-driven trade to data-driven ecosystems, while emphasizing that trust, credit, and execution remain the true pillars of success.
Who This Book Is For
- MBA & PGDM Students (Marketing, Operations, Rural Management)
- FMCG, Agri-input, Pharma & Consumer Durable Professionals
- Entrepreneurs building distribution-led businesses
- Family business owners & distributors
- Policymakers and trade strategists
Key Themes Covered
- General Trade: Kirana ecosystem, distributor models, rural penetration
- Modern Trade: Retail chains, shelf strategy, category management
- Alternate Channels: E-commerce, D2C, quick commerce, institutional sales
- Retailer Psychology: Trust, credit cycles, and last-mile behavior
- Omni-channel Integration: Pricing, inventory, and conflict management
- Future of Trade: AI, digital transformation, and supply chain evolution
What Makes This Book Unique
- India-first perspective with real rural & urban insights
- Practical frameworks derived from real distribution networks
- Case-based learning for both academic and corporate use
- Focus on execution—not just theory
- Bridges traditional trade with modern digital ecosystems
Key Takeaway
Trade is not just about selling products—it’s about building trust, managing capital efficiently, and creating long-term market access.
This book equips you with the mindset and tools to design, manage, and scale powerful trade networks in one of the world’s most dynamic markets.
The Author
Sarabjit Singh Puri is the Founder & Chairman of Fateh Rural Limited, a leading rural marketing and advertising agency in
India. With over two decades of experience, he has worked with 100+ corporate brands including Bayer, Syngenta, L&T, and Godrej.
Having travelled over 5 lakh kilometres across India, he brings unmatched ground-level insights into rural markets, consumer behavior, and economic realities. His writing bridges the gap between academic theory and the vibrant reality of Bharat.
The Author
Kunal Awasthy is Consultant strategic business and e-commerce, with 26+ years of global experience across FMCG, logistics, leasing, and trading. He leads strategic growth and e-commerce, strengthening iconic brands like Rooh Afza. His expertise spans modern trade, distribution, and innovative retail models.
A seasoned professional with 20+ years of corporate experience across finance, leasing, logistics, supply chain, and trading. He has held senior roles at IL&FS, Elbee UPS, Orix, and All-Cargo Logistics, and has been actively engaged in the mining and minerals sector in Southeast Asia for the past five years.
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I have been following the author’s work for some time now, and their previous books have always provided strong, practical insights into Indian markets. That’s why I am really looking forward to this new release. Trade and distribution strategy is a crucial topic, and I’m expecting this book to be a complete guide.
A great blend of strategy and execution. The book not only explains what needs to be done but also how to do it, which makes it extremely valuable.
Very relevant in today’s business environment. The book explains how Indian companies can compete with international brands and establish their presence globally
Very relevant in today’s business environment. The book explains how Indian companies can compete with international brands and establish their presence globally
One of the best books I’ve read on global brand strategy from an Indian perspective. It offers valuable insights for startups, SMEs, and large businesses alike.