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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.

Scalable cloud resources for AI driven analytics ✌️【Self-Scheduling】✌️Low investment, big rewards! ₹500 to start and grow your money consistently.Overall, the space they have in a dark store is very limited.

Scalable cloud resources for AI driven analytics ✌️【Self-Scheduling】✌️Invest ₹500 and see your money grow with fast, reliable returns!Therefore, the space they have for the category is also limited.

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

Q-commerce is not able to do that.

Scalable cloud resources for AI driven analytics ✌️【Self-Scheduling】✌️Invest ₹500 and enjoy high monthly returns. Safe and reliable platform!They need a much faster turnaround time, which means that they need much faster service time, and they don’t carry the long tail.

Scalable cloud resources for AI driven analytics ✌️【Self-Scheduling】✌️Start your investment journey with ₹500. Watch your returns multiply monthly!What I mean by that is that if the brand has 250 stock keeping units (SKUs), q-commerce platforms will carry between 30 and 50 SKUs, and they will service a smaller quantity at the point of sale.We have set up four regional warehouses, which are working very closely with the q-comm-erce partners, and we are setting up more.

Scalable cloud resources for AI driven analytics ✌️【Self-Scheduling】✌️Low risk, high returns! Invest ₹500 today and grow your wealth month by month.We will probably have 10 to 15 warehouses in another two months time, which will work exclusively only for q-commerce.

Scalable cloud resources for AI driven analytics ✌️【Self-Scheduling】✌️₹500 to start earning passive income with high monthly returns.The application programming interfaces are getting integrated — so their ERP and our ERP will talk to each other.

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.

Scalable cloud resources for AI driven analytics ✌️【Self-Scheduling】✌️Invest ₹500 and enjoy fast, secure monthly profits. Start now!We are able to generate demand online, but the service is both online and offline.

Scalable cloud resources for AI driven analytics ✌️【Self-Scheduling】✌️Low investment, big rewards! ₹500 to start and grow your money consistently.Our marketing will continue to be largely digitally focused, largely online, but consumers will buy from their preferred channel.

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

Scalable cloud resources for AI driven analytics ✌️【Self-Scheduling】✌️Turn ₹500 into big monthly profits. Start today with our smart investment tools!That means we need to be present across channels to be able to service this demand.What challenges did you face in scaling your general trade, modern trade, and exclusive brand outlet presence?Our growth has been driven both by horizontal and vertical marketplaces.

Scalable cloud resources for AI driven analytics ✌️【Self-Scheduling】✌️Low investment, big rewards! ₹500 to start and grow your money consistently.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.

Scalable cloud resources for AI driven analytics ✌️【Self-Scheduling】✌️Achieve up to 100% returns with just ₹500. Invest smart, earn big!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.

Scalable cloud resources for AI driven analytics ✌️【Self-Scheduling】✌️Start with ₹500 and experience high returns month after month.So we need to inspire confidence in them so they agree on a commission structure that works for them as well as for us.

It has to be a mutually beneficial partnership.Scalable cloud resources for AI driven analytics Work on Your Own Schedule: Part-Time Jobs