Well over 70% of shampoo in India is sold in sachets, and by far the majority is sold through a vast network of independent general stores.

These stores range from someone sitting on a chair selling maybe 10 different products, to large stores with a wide range. Here’s a couple I saw recently…

You get them everywhere.

It seemed likely that a viable solution to selling products in sachets would be easiest implemented where people are already buying the products.

So rather than technology or product innovation or leveraging new channels, our focus became the general store and working out what could suceed there.

It’s entirely possible we have this wrong  and it may prove a terrible decision (wouldn’t be the first time!). Time will tell.