FMCG companies took to apps, bet big on direct-to-consumer reach
The eruption of Covid-19 has left millions and millions of businesses scurrying for survival. Although somewhat less affected sans some categories, the FMCG companies too did face headwinds for some time. And to counter these headwinds, technology has been the single most important intervention that they have employed during these trying times. And of the technologies, applications enabling direct route to consumer as well as other businesses in the value chain have been most prominent. While placing their faith in these applications, FMCG companies have also recast their value chains weeding out unnecessary elements at various levels allowing themselves greater leverage vis-à-vis their vendor partners and establishing a more direct connect with their end-consumers. And among FMCG firms, food companies or those with prominent food product portfolios have been particularly noteworthy for taking the app route. A step ahead of general trade, modern trade, or even traditional e-commerce channels, these apps have been the popular yet necessary go-to modes for these companies.