The very first page of Kotler says “Dude, Marketing is everywhere” and then you ask yourself – “Really”? Once you sensitize yourself to your environment from a marketing perspective, you really feel that line Kotler threw was not that unbelievable any more. A recent air travel has prompted me to pen down some simple but interesting marketing observations. I call it “The new age High-Fly Marketing”.

The Indian market has been a great labyrinth for the marketers with unparalleled diversity in terms of consumer profiles and the distribution landscape. If we define markets as a cluster of more than one shop, there are more than 600 thousand markets in India. By the latest measures, 90% of these markets are fragmented into small retail outlets more popularly known as “mom & pop stores”. Historically, the challenge for FMCG companies has been to reach out to the consumers in such a fragmented channel-scape profitably. Some of the issues …