How to get yourproduct intosupermarkets

Getting listed is the easy part. Staying on the shelf is the real test.

Modern trade, meaning supermarket chains and organised retail, can put your product in front of thousands of shoppers. It also brings margins, credit terms, sometimes listing fees, and the risk of being delisted if your product doesn't move. Before you ask how to get your product into supermarkets in India, know what the chain will ask and what it will cost.

What a category buyer wants to see

5 steps to a modern trade listing

1. 1

   Get the basics ready

   Barcodes, shelf life, MRP, compliant labels and a supply plan. Chains turn away products that aren't ready to ship at scale.

2. 2

   Build their margin into your price

   Chains expect a margin, and some ask for listing fees or promotional support. Price for this before the meeting, not after.

   Your costFreightDistributorChainYour profit

   Illustrative. Know every layer before you quote.
3. 3

   Start regional, start small

   Regional chains and a few stores in one city are easier to enter than a national chain, and a cheaper place to learn.

4. 4

   Plan cash flow for credit

   Modern trade often pays on credit. Make sure you can keep supplying while you wait to be paid.

5. 5

   Drive sales once you're listed

   In-store visibility, sampling and launch offers decide whether you stay. Track sales per store every week.

   Weeks 1–4Launch

   Weeks 5–8Promote

   Weeks 9–12Review

Modern trade works best as one channel among several. A brand that already sells in general trade or online walks into the buyer's meeting with proof, and with other income while payments arrive.

Mistakes that get you delisted