PurposeThe successive waves of the Covid-19 SARS-II pandemic and the attendant lockdown imposed by the governments worldwide drove the economic activities to a halt. Offices and factories closed, production of goods and services declined and supply chains got severely disrupted. Many companies were embattled with the grim reality of shrinkage of aggregate demand, first due to supply shock and later due to loss of jobs and wages. Amidst all this, the handling and shipping of commodities became extremely complex. As the pandemic shifted consumer preference in favour of digital platforms, more and more fast-moving consumer goods (FMCG) companies were confronted with multiple strategies and choices of an appropriate distribution channel to ensure smooth delivery of raw materials and products. The present study aims to study this shift and its implications in the Indian context.Design/methodology/approachA mix-method approach, integrating quantitative and qualitative analysis, is employed to investigate the factors influencing the selection of distribution channels amongst general trade, modern trade, e-commerce and hyperlocal for FMCG companies in India. The first phase of the study uses exploratory factor analysis (EFA), followed by the application of analytical hierarchy process (AHP) approach in a fuzzy environment to realise the priority weights and ranking of the identified factors. Finally, sensitivity analysis is performed to confirm the robustness of the fuzzy analytical hierarchy process (FAHP) outcomes.FindingsThe study revealed that modern trade has emerged as the most favoured channel in the post-pandemic Indian economy. It has the potential to disrupt general trade. The study also revealed that the hyperlocal delivery model is not economically viable, and the partnership of FMCG companies with these applications is at best a short-term solution. However, it must be submitted that due to its sheer capability to ensure quick deliveries within a confined geographic area, hyperlocal delivery will gain momentum with the advancement of technology.Originality/valueThis study can be seen as the first attempt to investigate the issues related to the selection of the distribution channels in the FMCG sector of India using multi-criteria decision-making technique (MCDM).

Assessing the feasibility of hyperlocal delivery model as an effective distribution channel

A large growing market now revolves around selling perishable products such as meat, including poultry and seafood. Virtually many/every kind of fresh meat has been available for customers or purchasers from online vendors, there is very little research that examines the handling, safe delivery that influences this unorganized sector [1]. The purpose of my paper revolves around analyzing the policies for delivering online raw meats by the purveyors of this product. And also, to emphasize the food safety data that are given on the websites of online sellers for this particular sector. Hence, I thought of this website that meets the need of the current Digital Market and is convenient to its users. "WOW SHOPPER" enables the user to browse the range of products along with information about the product's specifications, features, and prices. The digital environment has a growing effect on consumers' minds and buying behavior, this is what makes our website feasible to the current scenario.

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Survey based on the online raw meat delivery and its impact on the digital market post pandemic

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Survey based on the online raw meat delivery and its impact on the digital market post pandemic