A top official of Tata Consumer Products Ltd. said the company is aiming to double its direct reach by redrawing entire sales and distribution system to be more direct, active and digitised next 12 months.

The Group’s FMCG is shifting its focus on innovation and rebuilding its core business by integrating its food and beverage businesses in India. The recently bought JV partners, PepsiCo in NourishCo. Beverages, is aslo exploring new opportunities in both organic and inorganic segments. “We expect to double our expand to reach direct in the next 12 months and target our total numeric reach by 2x in the next 36 months,” said Sunil D’Souza, MD & CEO of Tata Consumer Products Ltd (TCPL).

The company was renamed as TCPL, after the merging of consumer products business of Tata Chemicals with Tata Global Beverages and now, owns brands like TATA Salt, TATA Tea, Eight O’ clock, Tetley and Himalayan Water. The company is linking with the entire supply chain for faster decision making, cost reduction, more seamless way of working and scaling up the capabilities of e-commerce across various plateforms for its businesses in India and internationally.

Moreover, for customised approach the company will also put in different channels such as wholesale, premium grocery, hot tea shops and many other with a dedicated team to serve them. The company would also relook to strengthen its rural distribution model, which is growing at a faster rate than the urban after the recovery from the disruptions caused by the pandemic.