Godrej Consumer Products Ltd (GCPL) is strengthening its e-commerce vertical as an independent business unit in India, in the wake of COVID-19 fuelling widespread acceleration in digital adoption. FMCG firm is leveraging on data and technology, innovating for local contexts and doubling down on digitization and platforms like e-commerce to catch the rapid shifts in consumer behavior brought about by the pandemic.
Godrej Consumer Products is also launching digital-native brands, experimenting with premium niche categories and scaling up its direct engagement with customers through direct-to-consumer (D2C) channels.
Nisaba Godrej, Chairperson and Managing Director, Godrej Consumer Products, said, ''Innovations and startup efforts in FMCG last mile distribution are changing the sales and distribution landscape. Recent shifts in consumer behavior, especially on digital, have opened up multiple opportunities to scale and transform how we do business.''
Stating that the widespread acceleration in digital adoption has propelled GCPL's ''digital ambitions'', she said, "We are strengthening our e-commerce businesses."
In India, GCPL has set up an independent e-commerce business unit with separate profit and loss (P&L) accountability and fully functional capabilities across sales, marketing, innovation, and supply chain.
"We are doing this because we do not see e-commerce as a channel in the future, but a separate business with a comprehensive approach to the entire consumer journey," she added.
GCPL is leveraging data and technology, innovating for local contexts, and building more agility across multiple routes to market.
"We are doubling down on digitisation and platforms like e-commerce and chemists," Godrej added.
At the same time, she said the pandemic has refocused attention on last-mile distribution and neighbourhood convenience stores.
"New models will be omnichannel, straddling the pyramid of online and offline, and we are building capabilities to serve this," she further stated.