its in terms of sociographic demographic geographic or psychographic characteristics for many companies in the fmcg space it is tempting to launch a wide range of skus from the very beginning to have a suitable offering for all demographic and income levels while this strategy may be effective for larger companies it could be detrimental to startups as pointed out by rohan mirchandani cofounder of drums food he emphasized that for startups it was important to launch only one or at best two skus at the outset the effort should be to make one hero product before launching other products avani davda managing director at indias leading gourmet retailer godrejs natures basket stressed on the fact that consumers buy stories and not products it was important for entrepreneurs to communicate their brand story and their raison detre to their tg for fmcg companies these stories can be part of the product packaging itself niteen bhagwat a veteran in advertising and vicechairman of fcb interface suggested an innovative strategy of recruitment he emphasised that there was a large workforce of women who were looking to restart their careers and were highly qualified and experienced many mentees felt that distribution is a key challenge in a market like india and there was a persistent dilemma on online vs offline modern vs general trade and b2b vs b2c distribution avani advised on the kind of margins that they should target before going for a fullfledged distribution strategy it was also important to first focus on the depth rather than the breadth of the distribution network all mentee companies expressed gratitude to the mentors for sharing their wisdom and insights at the brand capital mentoring program for entrepreneurs looking for mentoring click here to register connect with us on linkedin and twitter for latest updates media contact brand capital brandcapitaltimesgroupcom