FMCG Blueprint 2.0 – The Operator’s Edition is not a theory book.
It is a field-tested playbook written for professionals who have already survived the basics of FMCG and want to understand how the system actually works.
This book goes beyond jargon to decode the real mechanics of distribution, rotation, pricing discipline, return on investment (ROI), and trade decision-making. Drawing from years of hands-on experience across grocery and consumer categories, it breaks down how small decisions at the beat, distributor, and shelf level quietly decide business outcomes.
Rather than promising shortcuts or generic frameworks, FMCG Blueprint 2.0 focuses on execution realities—why some markets scale sustainably while others collapse under the weight of poor economics, misaligned incentives, and short-term thinking.
Inside the book, readers will learn how to:
• build sustainable distribution without burning capital
• manage ROI beyond spreadsheets and dashboards
• handle undercutting, channel conflict, and trade pressure
• improve salesmen's productivity and execution discipline
• interpret Nielsen data beyond headline metrics
• understand why availability alone does not guarantee growth
This is not a book to skim.
It is a book to return to when decisions matter.
Written not from a consultant’s distance but from inside the system, FMCG Blueprint 2.0 serves as an operator’s manual for professionals who deal with the realities of FMCG every day—and want to do it better.
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Suraj Raina
Suraj Raina is an FMCG sales and customer development professional with experience across leading consumer goods organizations in India. Over the years, he has worked closely with distributors, retailers, frontline sales teams, and leadership to solve real distribution, execution, and profitability challenges on the ground.
A management graduate with a specialisation in Sales and Marketing, Suraj’s work spans grocery and consumer categories, where he has been deeply involved in go-to-market design, distributor economics, trade investment decisions, and last-mile execution. His exposure across different markets has shaped a practical, operator-first view of how FMCG businesses actually scale.
Known for his execution-led approach, Suraj believes that sustainable growth in FMCG does not come from aggressive targets or flashy strategies, but from disciplined systems, sound economics, and consistent decision-making at the last mile. He is particularly focused on areas such as distribution productivity, ROI optimisation, Nielsen interpretation, and salesman effectiveness.
FMCG Blueprint 2.0 reflects that belief. It is written not as an academic text or motivational guide, but as an insider’s manual for professionals who operate inside the FMCG system every day—and want to build markets that last.
