Rural FMCG market accounts for 40% of the total market in India. Amongst the leading retailers, Dabur, world’s largest alternative and natural healthcare company, generates over 40% of its domestic revenue from rural markets. Similarly, HUL’s rural revenue accounts for 45% of its overall sales. This market is anticipated to grow at a CAGR of 17.41% to US$ 100 billion by 2025 (Ibef, 2019). However, servicing these markets and ensuring brand availability and adoption is a daunting task.