Channelplay Case Study

Laljee Godhoo Signs up Channelplay as their Market Research Agency

Laljee Godhoo & Co., one of India’s oldest food ingredient manufacturers, wanted to conduct a market research to expand its business by generating leads of potential distributors across pre-identified potential Indian cities.

The project involved identifying top FMCG distributors in select cities, analyzing them on integral parameters and understanding their willingness to distribute LG Hing.


  • Bifurcating target cities into important areas/pin codes
  • Covering a sample of Kirana retailers from each area
  • Extracting longlist of FMCG distributors from Kirana retailers
  • Scheduling meetings with distributors to gather relevant information


Channelplay provided a distributor score to client which was defined based on a variety of information which was gathered from the distributors like:

  • Reach in terms of number of POS & strength areas
  • Categories & brands distributed
  • Turnover
  • Infrastructure – warehouses & logistics facility
  • Trade terms & schemes
  • Number of years into business
  • Willingness to distribute LG Hing

Distributors scores acted as a ready information for client’s Sales & Distribution team and also defined priority in terms of engaging with the top distributors of target cities.

Topics: Market Research