CARGOCONNECT-APRIL2026 - Flipbook - Page 38
SPECIAL FEATURE : FMCG SUPPLY CHAIN
order volumes and tra昀케c conditions. “Edge computing, per se, is
accelerating the processing of operational data generated across
ful昀椀lment nodes, enabling faster execution responsiveness across
distribution networks,” he adds.
Alongside these technology-driven improvements, workforce
capability development is also becoming central to sustaining
high-velocity fulfilment ecosystems. Reflecting this context,
Manivannan adds, “Training is delivered through our COLTEaligned methodology including structured classroom sessions,
on-the-job training, and continuous digital learning and assessments, while simulation-based modules for forklift and BOPT
operators are ensuring faster learning curves, improved safety
standards, and higher operational e昀케ciency in high-demand
roles,” supporting the creation of a future-ready and scalable
warehouse ecosystem aligned with instant commerce readiness.
The strategic importance of these distributed fulfilment
ecosystems is becoming especially visible as q-com platforms
extend deeper into non-metro markets. Doshi explains, “MFCs
have shifted inventory from remote, centralised warehouses
directly into densely populated urban areas, enabling same-day,
next-hour, and 10–30-minute deliveries by positioning highdemand SKUs within immediate reach of consumption clusters.”
At a broader industry level, the continued expansion of
distributed ful昀椀lment infrastructure is reinforcing a structural
shift toward proximity-driven supply chain orchestration.
As Paramane further notes, “The integration of AI-enabled
warehouse management platforms using ‘Velocity Heatmaps’
is enabling organisations to dynamically slot inventory closer to
consumption windows based on time-of-day demand patterns,
strengthening the responsiveness of micro-ful昀椀lment ecosystems
across urban consumption cycles.”
Supply chains are moving beyond
traditional JIT inventory logic toward
hybrid preparedness models that combine
responsiveness with strategic buffers.
It’s about stocking up just-in-time so
that in case if anything happens across
the globe, we are there to combat it. The
entire holistic planning goes with the help
of distribution management software.
MEGHA KAUSHIK
Head– Supply Chain Finance,
Patanjali Foods-Ruchi Soya
FROM DIRECT ACCESS TO SMART
TRANSIT: THE NEW DELIVERY
BLUEPRINT
India’s FMCG supply chains are undergoing a decisive structural
transformation as organisations move beyond conventional
distribution hierarchies toward faster, data-driven transit
models. What was once a layered, scale-optimised network is
steadily evolving into a responsive ecosystem shaped by direct
market access, predictive routing intelligence, and real-time
operational visibility. Increasingly, speed today is not just about
delivery timelines—it is about reducing decision latency across
the supply chain itself.
A major driver of this shift is the growing adoption of
Direct-to-Retailer (D2R) and Direct-to-Consumer (D2C) models.
These approaches are enabling brands to compress distribution
timelines while simultaneously strengthening their control over
demand signals. As Paramane explains, “We are witnessing the
‘Disintermediation’ of the FMCG supply chain; today, brands are
increasingly using D2R platforms. By bypassing three layers of
middlemen, brands gain real-time consumption visibility. This
allows for ‘Van-Sales Optimisation’, where delivery trucks act
as ‘mobile warehouses’, replenishing stores based on real-time
predictive data rather than waiting for a manual order.”
This ability to respond directly to consumption signals is
signi昀椀cantly shortening product launch cycles and improving
availability responsiveness. Paramane further notes that such
visibility “has improved speed-to-market for new launches
from 3 months to 3 days,” underscoring how digital commerce
infrastructure is rede昀椀ning traditional go-to-market strategies.
Underscoring this structural transition toward integrated
38 | CARGOCONNECT APRIL 2026
Decision-making is no longer episodic or
centrally orchestrated; it is continuous,
distributed, and embedded directly into
operations. This shift toward agentic
supply chain ecosystems is enabling
organisations to reduce variability across
order-to-delivery cycles while strengthening predictability at scale.
TUMUL RAJ
Associate VP– Supply Chain Engineering &
Technology, Amway
