Grow Retail Coverage, Generate Orders & Expand Your FMCG Brand Across India
Fulcrum Resources Infinity Pvt. Ltd. provides professional FMCG field sales outsourcing services for brands that want to increase retail reach, generate secondary sales, onboard new retailers, improve product placement and expand across General Trade and Modern Trade channels.
Shop-to-Shop Retail Sales Execution for FMCG Brands
Our dedicated FMCG field sales executives visit retail outlets, meet shop owners, explain product benefits, generate orders, support product placement, coordinate with distributors, place POSM material and improve shelf visibility.
- Retail shop-to-shop visits and product pitching
- Retailer onboarding and order generation
- POSM placement, shelf visibility and display support
- Distributor coordination and secondary sales push
FMCG Retail Sales Activation with On-Ground Execution
In FMCG, growth depends on strong retail execution. A product does not sell only because it is manufactured, advertised or supplied to a distributor. It must be available in the right retail stores, placed on the right shelf, visible to customers and regularly pushed through the distribution network.
Fulcrum helps FMCG brands increase retail coverage, generate retailer-level orders, improve product availability, onboard new outlets and drive market expansion through trained field sales teams.
Retail Shop-to-Shop Visits
Field executives visit assigned markets, routes and outlets to meet retailers, explain products and capture interest.
Product Pitching & Scheme Communication
Teams explain product features, retailer margin, pricing, schemes, demand potential, packaging and reorder process.
Order Generation & Retail Placement
Interested retailers are moved towards order placement, product stocking, shelf visibility and distributor coordination.
Daily Field Reporting
Reports can include visited outlets, interested retailers, orders generated, placement status, POSM photos and remarks.
Our FMCG Field Sales Outsourcing Services
A complete retail sales activation model designed to help FMCG brands build retail presence, generate orders and improve outlet-level product movement.
Retailer Visit & Market Coverage
Executives conduct shop-to-shop visits in assigned markets, areas, routes or beats.
- Kirana and grocery store visits
- Category-specific outlet coverage
- Retailer profile collection
- Competitor and shelf observation
Product Pitching & Retailer Education
Retailers are educated on product benefits, pricing, margins, schemes and sales potential.
- Product feature explanation
- Retailer margin discussion
- Scheme and offer communication
- Objection handling support
Order Generation & Follow-Up
Our field team works to generate retailer-level orders and support secondary sales movement.
- Order requirement capture
- Distributor order coordination
- Pending order follow-up
- Reorder opportunity tracking
Product Placement & POSM Support
Improve outlet-level product placement, shelf presence, branding and promotional visibility.
- Product placement support
- Shelf visibility improvement
- POSM placement
- Photo proof where applicable
Field Sales Execution Across Retail Channels
Fulcrum supports FMCG field sales campaigns across General Trade, Modern Trade, distributors, wholesale-linked retailers and category-specific stores.
General Trade Sales Support
Kirana stores, grocery shops, chemists, general stores, stationery shops, cosmetic stores, local supermarkets and neighborhood retailers.
Modern Trade Sales Support
Supermarkets, hypermarkets, mini marts, chain stores, organised retail counters and branded retail formats.
Distributor Coordination
Order sharing, stock movement support, secondary sales push, delivery follow-up and market servicing coordination.
Retailer Onboarding
New retailer identification, product explanation, retailer details collection, first order support and follow-up.
POSM & Display Execution
Posters, danglers, shelf strips, wobblers, standees, tent cards, stickers, banners and retail branding material placement.
Sampling & Display Support
Retailer sampling, product demos, display setup, shelf arrangement and basic consumer engagement where required.
Bridge the Gap Between Distributor Stock and Retailer Sales
Distributors may have reach, but they may not always push every product actively. Retailers may not stock a new product unless someone explains the product, margin, scheme, demand potential and reorder process.
FMCG field sales activation creates direct communication between the brand and the retailer. It helps brands enter the market faster, improve outlet coverage, revive inactive retailers, push new product launches and improve sales in low-performing areas.
- Increase retail coverage in selected markets
- Generate retailer-level orders and secondary sales
- Improve product placement and shelf visibility
- Onboard new retailers in GT and MT channels
- Collect retailer feedback and competitor observations
Trained FMCG Field Executives
Executives are briefed on product details, pricing, retailer pitch, schemes, reporting format and visit plan.
Area & Outlet Mapping
We identify target areas, retail clusters, store categories and outlet types for route planning and effective coverage.
Secondary Sales Focus
Our teams encourage retailers to place orders from distributors and follow up for reorder opportunities.
Market Feedback Collection
Retailer feedback helps brands understand pricing, competition, demand, schemes, packaging and market challenges.
Flexible Outsourcing Models
Use outsourced field sales executives for pilots, campaigns, specific markets or long-term city expansion projects.
Benefits for FMCG Brands
FMCG field sales outsourcing helps brands expand retail reach, increase active outlets and improve product movement without immediately building a permanent field sales team.
Increase Retail Coverage
Reach more retail outlets in selected markets and improve product availability across stores.
Generate Retail Orders
Field executives directly meet retailers and work to generate orders that support secondary sales.
Improve Product Placement
Get your product placed inside more retail stores and improve visibility at the point of purchase.
Expand Distribution Network
Retailer onboarding helps create a stronger market presence and active sales network.
Support New Launches
Create initial market reach, retailer awareness, first orders and product availability for new launches.
Reduce Fixed Hiring Cost
Use outsourced field sales teams for specific campaigns, pilots or expansion projects without permanent headcount pressure.
FMCG Categories We Support
We support field sales outsourcing for multiple FMCG and consumer product categories, including new launches, regional brands and D2C brands entering offline retail.
Food & Snacks
Packaged foods, snacks, namkeen, bakery products, spices, masala, organic foods and regional food brands.
Beverages & Dairy
Tea, coffee, cold beverages, health drinks, dairy products and ready-to-consume categories.
Personal Care & Beauty
Beauty, cosmetics, hygiene, grooming, personal care and skincare products.
Home Care & Cleaning
Cleaning products, home care items, household consumables and daily-use consumer products.
Health, Wellness & OTC
Health products, wellness products, OTC categories, pharmacy-linked products and nutrition items.
Stationery, Baby & Pet Care
Stationery products, baby care products, pet care products and other category-specific retail products.
Our FMCG Field Sales Process
We follow a structured process from campaign planning and outlet mapping to retailer visits, order generation, product placement and daily reporting.
Campaign Planning
We understand product category, target market, retailer profile, GT/MT focus, pricing, schemes and deliverables.
Area & Outlet Mapping
Target areas, retail clusters, store categories and route plans are mapped for effective coverage.
Field Team Deployment
Trained field executives are deployed based on daily, weekly, monthly, campaign or dedicated manpower models.
Retail Visit & Order Follow-Up
Executives pitch products, generate orders, capture feedback and follow up for delivery or reorder opportunities.
Placement, MIS & Review
Teams support product placement, POSM execution, visibility improvement and structured daily reporting.
Flexible Execution Models for FMCG Brands
Choose a model based on your campaign objective, market maturity, budget, timeline and required output.
Dedicated Field Sales Executive Model
Dedicated executives are deployed for your brand for a fixed period. They work as per your sales targets, beat plan, reporting format and market objective.
Campaign-Based Retail Coverage Model
Useful for product launches, market surveys, retailer onboarding, POSM placement, sampling support and retail coverage drives.
Per Outlet / Per Visit Model
Useful when the brand wants fixed outlet coverage, specific data collection, retailer onboarding or visit-based execution.
City Expansion Model
Useful for brands entering new cities or expanding to multiple markets with area mapping, retailer onboarding and distributor coordination.
What Our FMCG Field Sales Service Covers
From shop-to-shop retail visits and order generation to POSM placement, distributor coordination and daily field reporting — Fulcrum manages the complete FMCG retail sales activation lifecycle.
- Retail shop-to-shop visits and retailer data collection
- Product pitching and scheme communication
- Order generation from retailers
- New retailer onboarding and first order support
- Product placement in retail stores
- GT and MT outlet coverage
- POSM placement and shelf visibility support
- Secondary sales push and distributor coordination
- Sampling, display support and competitor observations
- Daily field reporting with photos where applicable
FMCG Field Sales Questions Answered
Everything you need to know before starting an FMCG field sales outsourcing campaign with Fulcrum.
What is FMCG field sales outsourcing?
It is a field sales program where outsourced executives visit retail shops, pitch products, generate orders, onboard retailers, place products and improve retail visibility.
What is General Trade sales execution?
General Trade sales execution means field sales activity in kirana stores, grocery shops, chemists, general stores and local retail shops.
Can Fulcrum help with new retailer onboarding?
Yes. We visit shops, explain products, collect retailer details, generate interest and support first orders for new retailer onboarding.
Can Fulcrum generate orders from retailers?
Yes. Our field sales executives can pitch products, communicate schemes, collect order requirements and share order details with your distributor or backend team.
Do you support POSM placement?
Yes. We support posters, danglers, shelf strips, standees, stickers, banners and other retail branding material as per campaign requirement.
What reports will be shared?
Reports can include outlet visits, retailer details, orders generated, product placement status, POSM placement, interested retailers, feedback, photos and daily activity summary.
Looking to Expand Your FMCG Product in Retail Stores?
Share your product category, target city, GT/MT focus, outlet type, distributor availability, expected order model and campaign timeline. Fulcrum will help you design the right field sales team, beat plan, reporting format and retail execution model.