Consumer Goods
Built for consumer-first growth
India’s consumer goods market rewards product-market fit and distribution nimbleness. Winning here means rigorous SKU economics, localized pricing, shelf-friendly packaging, and a distribution strategy that reaches kiranas, modern trade, and digital-first shoppers, simultaneously.
Rokad helps consumer brands convert trial into repeat by combining BOM procurement, pricing science, channel playbooks, and last-mile logistics, so you scale units without breaking margins.
Consumer Demand Isn’t Stalling — It’s Fragmenting
Growth shifts to brands that understand behaviour, not demographics.
Value Re-Evaluation
Consumers aren’t downtrading — they’re demanding proof of value.
Behaviour > Income Segments
Lifestyles and habits define purchase behaviour more accurately than socioeconomic tiers.
Pack Innovation Beats Product Innovation
Formats and price-points drive penetration and repeat.
D2C + Retail Must Coexist
Channel conflict destroys value — channel synergy expands it.
Data as Profit Lever
Consumer truth → better launches, lower marketing wastage, higher LTV.
The Consumer Dare
Why consumer brands stall in India, despite its opportunistic size of $2.4 trillion
Great product-market fit is only step one. Many consumer brands fail to convert trial into habitual buying because of distribution gaps, poor in-store visibility, or unoptimized pack sizes.
35% of FMCG SKUs in Tier 2/3 stores move <50 units/month; micro-pack formats outperform full-size SKUs in conversion by 2.1x.
SKU & Pack Misfit
Smaller regional distributors often demand 60–90 day credit and penalize brands for slow-moving SKUs.
Distribution Credit & Returns Pressure
In-store activation lifts purchase intent by up to 40% in branded snacks and beverages categories.
Shelf Visibility & In-store Conversion
Cold-chain lapses contribute to 8–12% spoilage for perishable lines in non-metro distribution.
Cold chain & Compliance for Sensitive SKUs
Uncoordinated discounting across marketplace and retail partners can erode gross margin by 6–10% in the first 90 days of a national launch.
Online-Offline Cannibalization
Scale x Precision
We combine consumer science + digital + supply chain + pricing to make demand predictable and profitable.
Rokad improves consumer goods growth by aligning the three biggest drivers of demand: consumer value perception, availability and message-market fit. We don’t chase awareness — we engineer conversion, adoption and repeat.
Behavioural Segmentation
Higher repeat rates & lower dependency on discounts
Pack & Pricing Strategy
Margin defence through value, not cost cuts
Retail & D2C Coexistence
Digital growth without channel conflict
Demand Intelligence & Forecasting
Lower stockouts, higher turns
Accessible Distribution
Reach increases without heavy capex
Digital Consumer Infrastructure
Consistency across marketplaces, D2C & stores
Core belief: The category isn’t saturated — misalignment makes it look saturated. Talk to an expert to know more about it, schedule a session with us and let's figure-out how we can help you.
First-buy to Retention
A validation-driven, margin-optimised expansion framework
We design a practical rollout: test assortments, optimize pack economics, and run field experiments that prove unit economics before scaling. Everything is measured weekly, not quarterly.
Diagnose & Define
Understand unit economics & route-to-market
(process)
We audit SKU P&L, channel margins, and current distribution partners to identify profitable expansion paths and risky SKUs.
(deliverables)
SKU Unit Economics Workbook, Channel Margin Map, Pilot Rollout Plan
Design Pack & Pricing
Create store-ready SKUs and pricing tiers
(process)
We test pack sizes (single-serve, sachet, small packs), price elasticity, and bundling to find the highest converting, margin-retentive formats.
(deliverables)
Pack-size Experiments, Willingness-to-pay Matrix, Retailer Margin Recommendations
Activate Distribution
Pilot with focused retail cohorts
(process)
Onboard regional distributors, run in-store activations, enable marketplace listings, and track sell-through with field teams.
(deliverables)
First 100 Kirana Placements, Activation Kit (POS + Samples), Marketplace Catalog Live
Optimize & Scale
Refine assortment and replenishment
(process)
We use weekly sell-through, return rates, and retailer feedback to refine assortment and trigger wider rollouts.
(deliverables)
Bi-weekly Performance Dashboard, Dynamic Replenishment Rules, Scaling Playbook for Next 1,000 Stores
Integrate & Future-Proof
Automate forecasting and procurement
(process)
We connect ERP, demand forecasting, and BOM procurement so you maintain healthy fill rates and optimized inventory.
(deliverables)
Omnichannel Tech Assessment, Supply Chain Risk Plan, 12-month Innovation & Sourcing Roadmap
Margins protected.
Every solution ties to a commercial pain point — not just a strategy narrative.
Our work focuses on fixing what actually blocks growth — not on supplying reports or running campaigns. Rokad engagements are designed to address structural bottlenecks that repeatedly slow down consumer goods companies.
Demand Without Conversion
When marketing works but sales don’t, the real problem is value perception, pricing or accessibility — not creative or media.
High CAC, Low Repeat
Fixing segmentation and SKU-value mapping to make first-time buyers convert into habitual purchasers.
Margin Under Pressure
Replace discounting with pack strategy, procurement redesign and BOM optimization to defend gross margins.
D2C Growth Without Retail Damage
Build channel-neutral pricing and supply logic to scale online without weakening offline relationships.
Forecasting Blind Spots
Predict demand and consumption patterns to prevent overstocking, under-stocking and working capital lock-ups.
Each use-case is tied to commercial outcomes — not deliverables. Talk to an expert to know more about it, schedule a session with us and let's figure-out how we can help you.
Consumer Launch Expertise
Launches grounded in reality. Outcomes backed by data.
Selected engagements where we took product-first brands to profitable scale — online and offline.
Sectors We Serve
Where our experience delivers out-sized outcomes.
Rokad supports clients across retail, consumer products, technology, and industrial goods. Across these categories, we specialise in demand generation, growth architecture, cost and efficiency transformation, omnichannel profitability, procurement excellence, and digital enablement. Each engagement is designed to be measurable, execution-ready, and tied directly to economic value creation.
We validate pack sizes, run costed distro pilots, and set up marketplace + mini-store listings so you grow without diluting margins.
Bootstrap FMCG Founders
We balance premium positioning with accessible formats and design trade promotions that preserve brand equity while driving trial.
Premium Foods & Beverages
We localise pack sizes, pricing, and partner with regional distributors to launch without heavy upfront capex.
International Brands Localizing for India
We translate your D2C learnings into a retail playbook — retailer training, curated assortments, and playbook-driven replenishment.
D2C Brands Expanding Offline
Industry Insights
Frameworks and foresight for leaders building the next decade of India
Read moreOur insights track the most important forces shaping growth — consumer behavior, digital infrastructure, retail operations, and brand economics. Each perspective converts noise into clarity, helping leaders make sharper decisions with speed and conviction.
