Emami, which owns brands such as Navratna oil and Boro Plus antiseptic cream, will increase direct distribution of its products by adding 200,000 outlets to its (distribution) network across the country in 18 months, especially in rural areas. Direct distribution involves stocking products with retailers without going through wholesalers. Currently, the Kolkata-based consumer products company distributes through 600,000 outlets, with rural markets contributing about half its total sales. The mega expansion plan of the cosmetic company will bring in a fresh business for the signage companies dealing in in-shop displays, designs and other related activities.
