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Expanding Rural Reach and Driving Digital Transformation Distribution Strategy of Mondelez India
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Author(s): A. B. Mishra (International Institute of Management Studies, Pune, India), Ishita Dhar (International Institute of Management Studies, Pune, India)and Tejas Bhosale (International Institute of Management Studies, Pune, India)
Copyright: 2025
Pages: 14
Source title:
Organizational Risks, Challenges, and Barriers in Developing Sustainability Start-Ups
Source Author(s)/Editor(s): Kyla Latrice Tennin (College of Doctoral Studies, University of Phoenix, USA)and A. B. Mishra (International Institute of Management Studies, Pune, India)
DOI: 10.4018/978-1-6684-9872-9.ch011
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Abstract
This case study explores the strategic distribution and digital transformation journey of Mondelez International in India, with a special focus on its expansion into rural markets. Faced with the challenge of reaching geographically dispersed and infrastructurally limited rural areas, Mondelez implemented a combination of channel innovations, digitally empowered sales tools, and logistical adaptations to increase its market penetration. Key initiatives included the development of a cold-chain infrastructure, the launch of Project Joyful Distribution, and the deployment of AI-driven demand forecasting systems. Simultaneously, Mondelez leveraged Salesforce Automation (SFA), e-commerce platforms, and direct-to-retailer digital ordering solutions to enhance efficiency and build a more responsive supply chain. The study further contrasts the growth trajectories of Modern Trade,General Trade in rural India and evaluates the rise of e-commerce as a viable channel in tier-2 and tier-3 locations.
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