Distribution

Distribution can be defined as spreading the product throughout the market place in a way a large number of people have access to purchase it.

•  Horlicks have three manufacturing units and seven packaging units in India, located in Nabha (Punjab), Sonepat and Rajamundi (Andhra Pradesh).
• It has a strong distribution channel comprising of 4800 wholesalers and directly covers over 700000 retail outlets.
• The packaging is done differently in different packaging units spread across various states to save the transportation costs. The powder is distributed in bulk quantities here which is then bottled and packaged and supplied to the distributors.
•  Horlicks initially had a chain of 500 big chains but now it also has a second layer of distributors in the smaller towns to supplement it. Most of these 4000 sub distributors were appointed in the western and southern parts of the company.