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International Journal of Creative and Open Research in Engineering and Management

A Peer-Reviewed, Open-Access International Journal Supporting Multidisciplinary Research, Digital Publishing Standards, DOI Registration, and Academic Indexing.
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ISSN: 3108-1754 (Online)
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License: CC BY 4.0
Peer Review: Double Blind
Volume 02, Issue 10

Published on: October 2026

WHOLESALER-ANCHORED POINT-OF-PURCHASE ACTIVATION AS A RURAL FMCG DISTRIBUTION STRATEGY: A FIELD STUDY FROM RURAL VIDARBHA, MAHARASHTRA

Rohan Umale

Prof. Bharti Shukla

School of Business, Indira University, Pune, Maharashtra, India
DOI:https://doi.org/10.55041/ijcope.v2i10.106

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Abstract

Rural India continues to generate a large and growing share of national FMCG consumption, yet the traditional retail structure in this segment poses persistent distribution challenges for manufacturers. This paper examines wholesaler-anchored, point-of-purchase (POP) canopy activation as a below-the-line trade-marketing mechanism through which an FMCG manufacturer builds brand visibility and retailer engagement at the wholesale tier of rural distribution, rather than at individual village retail outlets. Drawing on a 61-day field study conducted across nine rotating rural wholesale markets in Akola district, Vidarbha region, Maharashtra, the paper adapts the conceptual logic of India's traditional periodic rural haat to the wholesaler's premises, treating the wholesaler as a de facto haat for the retailers who depend on it for recurring stock. The study integrates channel theory, trade-promotion literature, and India-specific haat-marketing research to build a conceptual framework linking canopy visibility, direct retailer engagement, and retailer purchase intent. A descriptive, field-based research design combining structured retailer surveys, geo-tagged field observation, and secondary industry data is used to evaluate the model's working, its influence on retailer awareness and stocking behaviour, and the operational frictions encountered during implementation. The paper concludes with practical recommendations for wholesaler engagement, market selection, and handover continuity in rotating rural activation models, along with directions for future research using verified sales data.

Keywords: rural marketing, FMCG distribution, trade marketing, below-the-line activation, haat, wholesaler engagement, point-of-purchase branding, retailer behaviour

How to Cite this Paper

Umale, R. (2026). Wholesaler-Anchored Point-of-Purchase Activation as a Rural FMCG Distribution Strategy: A Field Study from Rural Vidarbha, Maharashtra. International Journal of Creative and Open Research in Engineering and Management, <i>02</i>(10), 1-9. https://doi.org/10.55041/ijcope.v2i10.106

Umale, Rohan. "Wholesaler-Anchored Point-of-Purchase Activation as a Rural FMCG Distribution Strategy: A Field Study from Rural Vidarbha, Maharashtra." International Journal of Creative and Open Research in Engineering and Management, vol. 02, no. 10, 2026, pp. 1-9. doi:https://doi.org/10.55041/ijcope.v2i10.106.

Umale, Rohan. "Wholesaler-Anchored Point-of-Purchase Activation as a Rural FMCG Distribution Strategy: A Field Study from Rural Vidarbha, Maharashtra." International Journal of Creative and Open Research in Engineering and Management 02, no. 10 (2026): 1-9. https://doi.org/https://doi.org/10.55041/ijcope.v2i10.106.

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References


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  • •Review follows editorial policy.
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  • •Peer Review Type: Double-Blind Peer Review
  • •Published on: Oct 17 2026
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