Addanki’s Food Stories Pvt. Ltd. has built a strong and smart distribution strategy to ensure that every product reaches the heart of rural India. The company understands that rural markets need trust, accessibility, and local presence, not just supply chains. That’s why its model focuses on last-mile delivery, village-level engagement, and digital integration, all designed for India’s General Trade (GT) segment.
Distribution Model
1. Super Stockists & Distributor Network:
Addanki’s Food Stories relies on a local trust-based distribution network, where super stockists and distributors play a key role. These partners are chosen for their community relationships and experience in rural FMCG sales. This ensures faster product availability and smooth supply even in remote areas.
2. Village-Level Retail Engagement:
The company conducts weekly market demos and retailer education programs to create awareness about its products. Retailers learn how to display, promote, and explain product benefits to customers in their local language, strengthening brand loyalty.
3. Direct-to-Consumer (D2C) Plans:
Addanki’s Food Stories is expanding into WhatsApp commerce and rural-friendly e-commerce platforms. This allows direct connections with end consumers, improving brand recall and enabling convenient reordering in rural markets.
Marketing Approach
The company’s marketing strategy is built around storytelling and community connection rather than big-budget advertising.
- Retail Pitch Kits: Distributed to shopkeepers and sales agents for easy product demonstration.
- Point-of-Sale Materials: Banners, shelf strips, and demo packs attract buyers at stores.
- Local Language Branding: Ensures deeper understanding and emotional connection.
- Village Fairs & Haats: Active participation builds brand visibility among rural buyers.
- Digital Promotion: Uses short videos, testimonials, and product education content to build online awareness.
Through these methods, Addanki’s Food Stories Pvt. Ltd. creates trust and builds strong visibility in both offline and online markets.
Brand Identity – HAMSAA
Under the flagship brand HAMSAA, the company delivers purity, wellness, and everyday care. The HAMSAA logo, a black swan encircled by stars, symbolizes grace, trust, and uniqueness. The brand uses elegant glass bottles and carton packaging that gives a premium look at an affordable price, appealing to both rural and semi-urban consumers.
Team and Infrastructure
The company’s founding team consists of experts in sales, operations, and brand management.
- Warehousing Hubs: Located strategically to support efficient distribution.
- Tech Integration: Advanced CRM and inventory systems help manage logistics and track sales in real time.
- Advisory Board: Includes FMCG experts guiding future growth, compliance, and innovation.
Social Impact
Addanki’s Food Stories is more than a brand—it’s a social movement. The company focuses on:
- Improving hygiene and health awareness in rural homes.
- Promoting traditional Indian wellness through natural products.
- Creating rural entrepreneurship by partnering with local distributors.
- Offering eco-friendly, natural alternatives to chemical-based products.
Growth Plans
Short-term Goals:
- Expand distribution to three more states.
- Launch bundled SKU packs for village retailers.
Mid-term Goals:
- Introduce new product variants based on consumer feedback.
- Build an internal sales team for better ground control.
Long-term Goals:
- Explore export opportunities in developing countries.
- Set up dedicated manufacturing units for high-demand SKUs.
- Achieve a ₹5 crore turnover within three years.
Currently bootstrapped with founder capital, Addanki’s Food Stories is exploring strategic investors to scale operations. Investment will focus on working capital, inventory building, brand marketing, and manufacturing setups to strengthen growth and reach.
Addanki’s Food Stories Pvt. Ltd. is redefining how rural India experiences FMCG brands. With a people-first approach, strong distribution network, and commitment to rural empowerment, the company aims to become a trusted household name across India.