Retail & Distribution Glossary
Essential Indian Retail & GTM Terminology for Founders
Clear, practical definitions of distribution economics, field operations, trade marketing, and modern channel mechanics in India.
Distribution & Field
Primary Sales vs. Secondary Sales vs. Tertiary Sales
The three distinct stages of inventory movement across an Indian FMCG and retail distribution network.
Beat Plan / PJP (Permanent Journey Plan)
A systematic schedule defining the exact route and sequence of retail stores a sales representative visits each day.
Super-Stockist vs. Distributor vs. CFA
The three primary intermediaries used to handle logistics, credit, and territorial coverage across India.
Pricing & Commercials
PTR (Price to Retailer) vs. PTS (Price to Stockist) vs. MRP
The foundational pricing waterfall used in Indian retail to determine retailer margin, distributor margin, and brand realization.
Trade Margins, Schemes & CD/QD
Financial incentives and discounts provided to channel partners to encourage stocking, distribution depth, and prompt payments.
Modern Trade TOT (Terms of Trade) & Listing Fees
The contractual commercial framework governing sales to organized retail supermarket chains in India.
Retail & Merchandising
POSM (Point of Sale Material) & Merchandising
In-store visual assets designed to grab shopper attention and convert foot traffic into trial purchases.
Digital & Quick Commerce
Quick Commerce Dark Stores, Fill Rates & SLAs
The micro-fulfillment mechanics and metrics governing 10-20 minute grocery delivery platforms (Blinkit, Zepto, Instamart).
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