Indian manufacturing sector is hindered from becoming world-class due to lower overall consumption where margins could be higher. This slump leads to price wars and sets a low bar for innovation.

This issue is further pronounced due to lack of distribution parity among manufacturers. Creating your own distribution network is an extremely difficult initiative to succeed in. This divides manufacturers into:

• Few low-cost producers - These companies thrive with almost all the earning class buying from them
• Many low-quality producers - They rely on infrequent buyers from the mass population
• Some high-quality producers - They rely on deals they make with B2B buyers and custom arrangements with wealthy buyers

From a customer perspective:

• The earning class cannot afford high-quality products
• The mass population doesn't have access to quality products
• The wealthy class has to spend more than necessary for quality products

The key problems are:

• Limited selection with standardized designs
• Restricted innovation in the market due to oligopolies
• Market polarization due to difficulties in establishing distribution channels

In essence, customers lose out on variety, quality, and affordability.

The solution involves:

• Demand plus-minus - Creating a long chain of products that accommodates buyer price sensitivity at different spending levels
• Enabling free distribution - With extensive protocols, customer and retailer confidence in producers' quality levels increases

All of this, combined with market moves, industry-specific knowledge, and technology education, is necessary to communicate and build an ecosystem that is trusted, willing, and actionable toward a market that is more fulfilling to consumers and hence larger in raw numbers.

This can only be accelerated by creating operators who implement these solutions with standardized effectiveness. Hence, our mission!

There are already operators who do this, but they do not collaborate (instead they compete), nor are they standardized, which leads to operating in self-contained silos with distinct reach.

Technology solves this distribution problem, but lack of collaboration leads to limited growth for these operators, preventing them from reaching mass movements of many different types of operators supporting a focused cause.