General Trade continues to serve as the dominant route to market for Fast-Moving Consumer Goods (FMCG) in India, and within the Personal Care category, outlet-level execution — coverage, retailer engagement, scheme pitching and follow-up — substantially shapes whether distribution reach is realised as an actual sale. This paper presents a field-based, descriptive-exploratory MBA study conducted during a two-month On-the-Job Training (OJT) engagement with ITC Limited in the General Trade channel of Pune and adjoining Pimpri-Chinchwad, from 15 May to 15 July 2026, in a field sales role within the Personal Care category. The research problem is the extent to which beat/route coverage, distributor-level execution, retailer engagement and competitive context are associated with outlet-level sales conversion. Primary data were drawn from an internship-maintained outlet-level record covering 17 unique retail outlets across two distributor groups and ten beats, supplemented by ITC's own corporate disclosures for company-level context. The record captured potential value, conversion outcome, retailer-response remarks, follow-up status and competition-loyalty status for each outlet. Descriptive analysis found an overall observed conversion rate of 35.29 percent (6 of 17 outlets), with 73.41 percent of total recorded potential (₹92,500 of ₹1,26,000) concentrated in non-converted outlets. Conversion rates differed markedly between the two distributor groups (80.00 percent versus 16.67 percent) and between competition-loyal and non-loyal outlets (71.43 percent versus 10.00 percent), and "Think Later" was the most frequently recorded reason for non-conversion. Because the sample was small, non-random and drawn from a single assigned beat structure, the findings are treated as descriptive and associative rather than causal or generalisable. The paper closes with field-grounded recommendations on follow-up structuring, outlet segmentation, and improvements to field-data capture.

Keywords: FMCG, General Trade, Sales Execution, Retailer Engagement, Route-to-Market, Outlet Conversion, Personal Care, ITC Limited