MUMBAI: Malls, supermarkets and big bang retail formats may have captured the buyers' imagination, but manufacturers are spending time and resources like never before on local grocers, chemists and even the hole-in-the-wall paan-beedi shops.
These smaller trade channels are fast gaining new prominence with more and more companies realising that attention to bigger, modern retail channels cannot be at the cost of the age-old ones. Creating dedicated teams, relationship building, space management and imparting lessons on visibility and signages form the pivots of trade marketing.