Industries › FMCG
FMCG
Find distribution whitespace, reach incremental buyers, and sharpen category strategy across Bharat.
Find distribution whitespace, reach incremental buyers, and sharpen category strategy across Bharat.
920M+
Indian consumer profiles — household-level insight across urban, semi-urban and rural Bharat
Bharat
Rural and semi-urban entry sequencing for markets that traditional data cannot see
↑ ROI
Trade budgets focused on real demand concentration, not evenly spread across territories
The Challenge Today
Distributor expansion without micro-market data
Expansion is planned with no visibility into micro-market consumption potential — resulting in distributors placed in low-demand pockets while high-demand areas go unserved.
Launch campaigns reach existing buyers
New product launches target existing category buyers rather than switchable consumers — burning spend on audiences who would have purchased anyway.
No household-level insight for targeting
Pack-size, price-point and category decisions are made without household-level income or consumption context — leading to mismatched product-market fit.
Trade budgets spread evenly
Trade and activation budgets are distributed uniformly across territories, ignoring real demand concentration and over-funding low-potential areas.
How Kentrix Helps
The Kentrix Growth Loop for FMCG
Find Distribution Whitespace
Gap analysis by micro-market consumption potential
Reach Incremental Buyers
Switchable consumer targeting for new launches via LSI®
Sharpen Category Strategy
Household enrichment for brand-switching, basket & repeat-purchase insight
Outreach & Network Optimization
- Distribution gap analysis by micro-market consumption potential
- Outlet prioritization for new launches by catchment fit
- Rural and semi-urban entry sequencing for Bharat
01
Customer Acquisition
- Incremental-buyer targeting for new launches
- Pack-size and price-point alignment via LSI® segments
- Geo-targeted sampling in high-potential micro-markets
02
Customer Lifecycle Value
- Household enrichment for brand-switching propensity
- Trade-incentive focus by catchment potential
- Basket and repeat-purchase insight for innovation
03
Use Cases
GeoMarketeer
Distribution Gap Analysis
Map micro-market consumption potential against current distributor coverage to find genuine whitespace — and prioritise which gaps to fill first.
GeoMarketeer
Rural & Semi-Urban Entry Sequencing
Identify and sequence entry into Bharat markets by ranking micro-markets on demand concentration, competitor presence and infrastructure readiness.
Persona 360
Incremental Buyer Targeting
Reach consumers who are switchable — not those already loyal to the category — so launch campaigns generate genuine trial rather than cannibalising existing buyers.
Persona 360
Geo-Targeted Sampling & Activation
Focus sampling and trade activation in high-potential micro-markets identified by LSI® — replacing blanket coverage with precision placement.
Karma
Brand-Switching Propensity
Enrich household data with brand-switching signals to identify which consumers are most likely to trial a new brand — and focus retention spend on those at risk of switching away.
Karma
Trade Budget Optimisation
Allocate trade incentives and activation budgets by catchment potential — concentrating spend where demand density and conversion probability are highest.
Case Studies
$6.5M commercial benefit unlocked through smarter distribution decisions
- Distributor targets optimised based on real product-level demand
- High-performing stores prioritised — boosting overall sales efficiency
- Poor-fit store onboarding reduced by screening each outlet for product relevance
Ready to Start
One data foundation.
Every FMCG growth lever.
From distribution whitespace to brand-switching intelligence, Kentrix connects 920M+ Indian consumer profiles to every decision that drives growth in FMCG.