However news that "FMCG cos tie up with barbers, dhabas as unique point of sales" is very interesting and encouraging. These tie ups can be symbiotic for them.
FMCG marketers have found a new league of extraordinary consumers: Kanwariyas in Bihar, barbers of Meerut, Mumbai’s dabbawallas, devotees at Kumbh Mela, highway dhaba owners and resident welfare associations.
Companies such as Emami, Godrej, Dabur, PepsiCo and Perfetti Van Melle are chasing these unlikely customer groups to keep demand ticking at a time when prices of grocery items like soaps, shampoos, hair oils and beverages inch up. And it’s working.
