India's herbal and non herbal Fast Moving Consumer Goods (FMCG) industry is anticipated to grow at a CAGR of 14.9 percent to US$ 220 billion by 2025. The largest category of consumer products is fast moving consumer goods (FMCG), also known as consumer packaged goods (CPG). Food, drink, personal care, and home care products are among the durable and nondurable items covered by this. The things that are used daily in human existence are known as FMCG products. FMCG producers encounter numerous difficulties in implementing and carrying out their distribution strategy in emerging countries. Poor infrastructure, including roads, borders, and unfragmented markets, as well as an uncompetitive environment, price sensitivity, fake goods, grey trade, and frequently multinationals attempting to implement global policies on local emerging markets, are to blame for these difficulties. This article focuses on herbal FMCG industries innovative supply chain procedures. The study is based on the collection of primary data from various industry stakeholders as well as secondary data sources. The paper's focus will be on comprehending the creative techniques adopted by the company that allowed them to establish a foothold and pursue long-term growths.
Key words: FMCG, Distribution, Strategy, Innovation, Supply Chain Management.
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