A young brand presented in an offline store is like a sapling. Given light and oxygen, it will grow. Cramped with 50 other brands, its chances of reaching a consumer are low. Alternate channels of distribution are a ‘nursery’ giving your young brand the space it needs to catch the consumer’s eye.

A new brand without any ‘parent brand’ lineage to carry it to shelves, should take advantage of the consolidation in retail trade to maximize sales to large standalone and modern trade outlets. This is one way to overcome distribution costs and challenges often faced by young brands.