Purpose: This paper examines the role of outlet-level sales execution in an Indian fast-moving consumer goods (FMCG) context through a field-based case study of ITC Limited's GR-2 (Grocery 2) business in and around Akola, Maharashtra. The study focuses on market coverage, retailer engagement, order generation, competitor observation and a focused Availability–Visibility–Freshness (AVF) execution project for Vivel and Fiama toilet soaps.

Design/methodology/approach: The study uses an exploratory, field-based case-study design. Primary evidence was generated through approximately 200 retailer visits, supplementary wholesaler interactions, order-taking activities, competitor observations and internship diary records collected during a two-month OJT. The study also documents two additional field activities: a focused AVF project for Vivel and Fiama toilet soaps and the market introduction of Sambrani Dhoop and Savlon Handwash Pump under a Buy 1 Get 1 offer at ₹99. No statistically representative consumer survey was conducted; consumer behaviour is therefore interpreted through observed retailer interactions and market conversations.

Findings: The internship record reports 100% target achievement and sales/orders exceeding ₹10 lakh across the OJT. During the AVF project week, approximately ₹3 lakh in toilet-soap sales were reported. The field experience indicates that availability, retail visibility, product condition, retailer communication, competitive assortment and disciplined market coverage operate as interconnected elements of FMCG sales execution.

Retailer interaction also functioned as a source of local market intelligence, not merely as an order-taking activity.

Practical implications: FMCG sales organizations can strengthen traditional-trade execution through systematic outlet prioritisation, AVF-based retail checks, structured competitor intelligence, retailer feedback capture, route productivity tracking and data-supported order planning. The paper distinguishes these managerial implications from causal claims because the underlying field data are observational and limited to one internship territory.

Originality/value: The paper converts an MBA OJT field experience into a transparent case study of last-mile FMCG execution. It contributes a practitioner-oriented view of how availability, visibility and freshness can be operationalised as a simple retail execution framework in a traditional-trade environment.

Keywords: FMCG; retail execution; traditional trade; retailer engagement; market coverage; availability; visibility; freshness; sales execution; ITC Limited; India; field study.