Let me start by saying that for all CPG companies, all ‘sales’ are important because they are part of the same supply chain till they reach the consumer. However, if you see the evolution curve of this industry over the past 5 decades, the focus seems to have shifted. Earlier, companies believed, “If Primary sales happen, secondary will happen automatically”. Today the approach is “If secondary sales happen, primary will happen automatically.” So does that make secondary sales more important?
To answer that question, let me take you back in time, around 45 years ago, when most of the working class population had no colour TV or landline.
