Consumer Packaged Goods Industry Solutions for Visibility, Availability & Channel Execution
For packaged categories where shelf presence, trial, and distribution discipline need to scale together.
Channelplay helps CPG brands across personal care, home care, OTC, household, and ambient packaged categories run retail execution, merchandising, promoter deployment, audits, and channel engagement programs across India. This page is designed for packaged-goods businesses that need a broader execution model than a food-only retail program.
Book a ConsultationTrusted by Leading Brands
What We Run for CPG Brands
An operating model that moves beyond isolated visits to continuous retail control across multiple channels.
Availability and Visibility Control
Track stock presence, shelf quality, and display execution across priority retail outlets and territories.
In-Store Activation Support
Deploy promoters and sampling programs where product trial is needed to accelerate off-take.
Execution Scorecards
Measure price checks, execution quality, stock gaps, and competitor pressure through structured audit workflows.
Distributor and Retailer Engagement
Use field coverage and partner programs to improve active participation across the downstream channel.
Field Sales Programs
Support new outlet onboarding, route productivity, and territory-level execution through managed teams.
Tech-Enabled Visibility
Bring store-level reporting and issue escalation into one disciplined execution rhythm for category teams.
What We Have Delivered
Relevant Channelplay execution stories from packaged categories where availability, trial, and shelf discipline mattered.
FMCGDaawat Ready-to-Cook Biryani Kit In-Store Sampling Program
How Channelplay executed a wet sampling program for Daawat Biryani Kits across 70+ modern retail stores in 6 cities, driving 3x sales uplift on sampling days.
Read Case Study
FMCG — SnacksOwning the Snacks Shelf for a leading snacks brand — Shelf Discipline Across 2000+ Outlets
How Channelplay brought tech-enabled merchandising and shelf discipline to the brand's high-velocity snacks category across 2000+ GCC outlets in ~25 days.
Read Case Study
FMCG — Ready-to-Cook CerealsCracking the Cereals Shelf — Driving Trial Through Controlled Wet Sampling
How Channelplay launched a digitally controlled wet sampling program across 71 retail outlets for a leading cereal brand's ready-to-cook cereals, achieving a sales lift from 2–3 to 5.8 kits per day.
Read Case Study
FMCG — Frozen FoodMastering Frozen Food Merchandising — Ensuring Freezer Compliance Across Modern Trade
How Channelplay implemented a structured merchandising execution program across 300+ stores covering 90+ SKUs with ~6,800 monthly visits to ensure freezer compliance and product availability.
Read Case Study
FMCG — Dry FruitsWinning the Dry Fruits Shelf — Scaling Retail Execution Across 600+ Stores
How Channelplay scaled tech-led retail execution across 600+ stores for a premium dry fruits brand's dry fruits category, deploying 65–70 promoters and enabling real-time visibility into availability, sales, and expiry management.
Read Case Study
Consumer ElectronicsRetail Fitout for SONOS in 45 Days
Experience SONOS' first India EBO with sleek design and immersive sound zones, flawlessly executed by Channelplay in just 45 days.
Read Case StudyFMCGDaawat Ready-to-Cook Biryani Kit In-Store Sampling Program
How Channelplay executed a wet sampling program for Daawat Biryani Kits across 70+ modern retail stores in 6 cities, driving 3x sales uplift on sampling days.
Read Case StudyFMCG — SnacksOwning the Snacks Shelf for a leading snacks brand — Shelf Discipline Across 2000+ Outlets
How Channelplay brought tech-enabled merchandising and shelf discipline to the brand's high-velocity snacks category across 2000+ GCC outlets in ~25 days.
Read Case StudyFMCG — Ready-to-Cook CerealsCracking the Cereals Shelf — Driving Trial Through Controlled Wet Sampling
How Channelplay launched a digitally controlled wet sampling program across 71 retail outlets for a leading cereal brand's ready-to-cook cereals, achieving a sales lift from 2–3 to 5.8 kits per day.
Read Case StudyFMCG — Frozen FoodMastering Frozen Food Merchandising — Ensuring Freezer Compliance Across Modern Trade
How Channelplay implemented a structured merchandising execution program across 300+ stores covering 90+ SKUs with ~6,800 monthly visits to ensure freezer compliance and product availability.
Read Case StudyFMCG — Dry FruitsWinning the Dry Fruits Shelf — Scaling Retail Execution Across 600+ Stores
How Channelplay scaled tech-led retail execution across 600+ stores for a premium dry fruits brand's dry fruits category, deploying 65–70 promoters and enabling real-time visibility into availability, sales, and expiry management.
Read Case StudyConsumer ElectronicsRetail Fitout for SONOS in 45 Days
Experience SONOS' first India EBO with sleek design and immersive sound zones, flawlessly executed by Channelplay in just 45 days.
Read Case Study
CPG Programs Need Broader Category Control Than a Single-Channel Vendor Can Provide
Packaged-goods businesses often operate across personal care, home care, OTC, and ambient packaged categories with different outlet mixes and execution requirements. Channelplay helps bring those moving parts together, so availability, activation, field productivity, and partner engagement can be managed as one system instead of disconnected activities.
How We Deliver at Scale
Category and channel scoping
Map the outlet mix, trade priorities, activation need, and execution KPIs before rollout.
Resource planning
Align promoters, merchandisers, field sales teams, or audit capacity to the category need.
Execution rollout
Launch store visits, audit tasks, partner engagement, or activation workflows on a monitored cadence.
Data capture and alerts
Capture store evidence and route-level data to surface execution gaps while the program is still live.
Continuous improvement
Use ongoing field insight to refine visit plans, partner communication, and channel priorities.
Who We Support Across CPG Categories
This page is intended for packaged-goods categories beyond the more food-specific execution needs covered on our dedicated Packaged Food & Staples page.
Personal care and beauty brands
Home care and cleaning brands
OTC and wellness categories
Baby, hygiene, and family care
Ambient packaged food categories
Beverages and packaged refreshment brands
Household essentials and utility products
General trade and modern trade networks
Frequently Asked Questions
How is this CPG page different from the Packaged Food & Staples industry page?
The Packaged Food & Staples page focuses more specifically on food-led execution, including chilled, frozen, and wet-sampling considerations. This CPG page is broader and intended for packaged categories such as personal care, home care, OTC, hygiene, household, and ambient packaged products.
Can Channelplay support both merchandising and field sales for CPG brands?
Yes. CPG programs often need merchandising, promoter or activation support, field sales coverage, audits, and channel engagement running together. Channelplay can structure that as one operating model.
Do you work across general trade and modern trade?
Yes. Programs can be configured for general trade, modern trade, key accounts, and mixed-channel footprints depending on the category and objective.
Can audits be combined with ongoing execution programs?
Yes. Many brands use audits alongside execution to validate compliance, identify gaps, and bring more independent visibility into program quality.
Can you support product trial and in-store activation where needed?
Yes. If the category requires sampling or promoter-led trial, Channelplay can incorporate activation support into the execution model.
Is a pilot possible before scaling nationally?
Yes. A pilot across a few cities, regions, or trade clusters is a common way to validate the operating design before wider rollout.
Need a broader retail operating model for your packaged-goods category?
Let us help you connect merchandising, field execution, audits, and channel engagement into one working system.
Talk to Us