FMCG CHANNEL ARCHITECTURE
Built GT, MT, QComm, and D2C distribution simultaneously under one integrated sales strategy.
Scaling a Traditional Food Brand Across FMCG Distribution and QSR Expansion
Family-Owned Traditional Sweets & Food brand
GTM & Distribution , Revenue Scale-Up
Family-Owned Traditional Sweets & Food brand
Food & Beverage, FMCG & QSR
Dual SBU setup — FMCG and QSR
Northern India, metro market focus
THE SITUATION
A profitable, family-owned traditional sweets and food brand — well established in its home market — decided to scale beyond its existing geography in an accelerated, structured manner. A new arm's-length company was incorporated as the exclusive licensee for operating the brand outside its core cities. This new entity would run two parallel business units — an FMCG distribution SBU and a QSR outlet SBU. INTIN was brought in as a co-owner and operating partner across both engagements — on a Build-Operate-Transfer model.
WHAT INTIN DID
1
SBU 1 - GT, MT, QCOMM, D2C
Distribution Alliance & Channel Strategy
- Built third-party sales and distribution partnerships across General Trade, Modern Trade, institutional, and digital FMCG channels
- Designed a multi-channel GTM with no stock take-back — cash-advance model to protect working capital
2
SBU 1 - QCOMM ACTIVATION
Quick Commerce & Digital Activation
- Activated QComm platform listings — dark store placement, product ads, brand ads, and pricing strategy
- Launched D2C and marketplace channels alongside QComm for a phased omnichannel presence
3
SBU 1 - SALES MANAGEMENT
FMCG Scale & Sales Management
- Managed billing, collections, and stock replenishment to sustain volumes across all distribution channels
- Prevented competitive displacement in QComm chains by maintaining consistent shelf presence and marketing investment
4
SBU 2 - QSR OUTLETS
New Outlet Setup — Metro Region
- Identified, evaluated, and set up new QSR outlet locations in the target metro region
- Managed end-to-end setup — fit-out, staffing, operations, and launch
5
SBU 2 - KITCHEN INFRASTRUCTURE
Centralised Kitchen Infrastructure
- Designed and established a centralised kitchen to service new outlets and support parts of existing operations
- Built supply chain, vendor relationships, and SOPs for scalable kitchen operations
RESULTS DELIVERED
₹30 Cr
FMCG SBU annualised sales target
₹50 Cr
QSR SBU target by FY 2025–26
2+
New QSR outlets set up in metro region
2 SBUs
Parallel business units built simultaneously
CAPABILITIES THIS ENGAGEMENT DEMONSTRATES
QSR OUTLET EXPANSION
End-to-end setup of new QSR outlets — location, fit-out, staffing, and operational launch.
NEW ENTITY INCUBATION
Incorporated and operationalised a new arm's-length company to house the scaling engagement.
CENTRALISED KITCHEN BUILD
Designed and set up production infrastructure to support multi-outlet QSR operations.
CO-OWNERSHIP MODEL
INTIN operated as an embedded business partner — co-owning targets and outcomes alongside the founding team.
BUILD-OPERATE-TRANSFER
Full B.O.T engagement — INTIN built the business engine and structured it for client handover.
FMCG Distribution Live
GT, MT, QComm, and D2C channels activated simultaneously
✓ DeliveredQSR Outlets Launched
New outlets set up in target metro region — fit-out, staffing, operations complete
✓ DeliveredCentralised Kitchen Built
Kitchen infrastructure designed and operational to service multi-outlet QSR
✓ DeliveredBOT Structure Established
New arm's-length entity incorporated and operationalised for handover
✓ Delivered""INTIN embedded as an operating partner — co-owning the mission and building two parallel business engines for a family brand ready to scale beyond its home market.""
CHALLENGES IDENTIFIED
₹30 Cr
FMCG SBU annualised sales target
₹50 Cr
QSR SBU target by FY 2025–26
2+
New QSR outlets set up in metro region
2 SBUs
Parallel business units built simultaneously