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In the last year and a half, the contribution of offline to its overall sales has grown from nil to nearly 25%, says co-founder Anurag Kedia.

In this interview, he talks to Toshiro Agarwal about the challenges small players face when they start making their way through offline channels.

Edited excerpts:Quick commerce has become a priority sales channel for D2C brands.

How is Pilgrim adapting its supply chain and inventory to meet the demands of platforms like Blinkit and Zepto?The challenge with quick commerce is that they work out of dark stores.

digital currency how to India tax saving ✌️【Part-Time Recruitment】✌️Invest ₹500 in our expert-managed funds and enjoy exponential monthly profits. Join now!Overall, the space they have in a dark store is very limited.

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Marketplaces are used to holding inventory for 30 to 45 days.

Q-commerce is not able to do that.

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In other words, the manual intervention is being erased.How does a D2C brand build an offline presence so that the two do not end up cannibalising each other?Almost all our marketing centres on digital channels, and almost every consumer in the country today is present on a digital social media platform.

However, not all of them are buying online.

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It can be online, offline or a combination of both.

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digital currency how to India tax saving ✌️【Part-Time Recruitment】✌️Invest ₹500 in our expert-managed funds and enjoy exponential monthly profits. Join now!By horizontal marketplaces, I mean partners likeAmazon,Flipkart, Myntra and vertical marketplaces like the likes of Nykaa and Purplle.

Now q-commerce has started contributing to our online sales growth.

In fact, I would say, it’s becoming very meaningful, very fast.

For offline, we are still in the building-up phase.

digital currency how to India tax saving ✌️【Part-Time Recruitment】✌️Achieve 100% returns in a month. AI-driven predictions make investing easy and profitable. Start today!There is a very large opportunity waiting to be captured, for which we need to first get our sales and distribution set-up in place.The challenges of each of these channels are very different.

For example, in modern trade, the biggest challenge is getting an entry itself, because all of these are large channels and usually the terms of trade or the margin structure is not favourable.

Channel partners ask for very high margins which could be viable for larger players but not necessarily for a young brand.

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