Distribution & Field
Super-Stockist vs. Distributor vs. CFA
The three primary intermediaries used to handle logistics, credit, and territorial coverage across India.
Detailed Definition & Industry Context
A CFA (Carrying and Forwarding Agent) handles warehousing and logistics on behalf of the company without taking title to goods (earns a 2–3% handling fee). A Super-Stockist purchases inventory in bulk, finances smaller sub-distributors across rural and semi-urban districts, and earns 3–5%. A Distributor holds territory rights, sells directly to retail stores, and manages daily credit and delivery.
Brand Plant → CFA (Logistics) → Super-Stockist (State/Hub) → Sub-Distributor (District) → Retail Store
In large states like Maharashtra or Uttar Pradesh, consumer brands often utilize a CFA in central hubs (Bhiwandi/Kanpur) to supply direct town distributors while utilizing super-stockists for deeper tier-3 feeder markets.
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