TEEKHA SPICE S LTD

Presented by:
Anushree Tapuriah
Chhavi Sharma
Dhawal Mehta
Tejdeep Singh
 INTRODUCTION and
PROBLEM S of the case
 INTRODUCTION

TSL-as a brand

Distribution Network

Khushbu-Rice Brand
 PROBLEMS

 Salespeople not will ing to sell rice. When pr essurised

they forcefully dump, whi ch gets returned later .

 Salespeople have lost the ability to launch and push
new products.
 Not many promotions to support the brand
 Most of the stockists in A and B category towns and
multiple stockists towns r efuse to keep TSL rice
 TSL is not able to get exclusive distributors for rice in
class A and B towns

LEARNINGS
 LEARNINGS

A strongthat
product distribution network
is not worthy candoesn’t guarantee
be successfully that a
sold

A successful product line does not guarantee success of

another new product line

Salesmen of well-established product may not be ready to

focus on some other new product
 How can TSL make success
of rice using its distribution
network?
 SUGGESTIONS
Recommendation
Install quality checks and cater to the
problem demand of old rice
Competitive pricing
Trade Promotions for category A & B
stockists
Combined selling with Teekha spices
Train and motivate salesforce
Impact
Improved rice quality
At par with other products in market of same
category
Product will be pushed into the market
Increased availability
To convince stockist to keep rice & motivating
salesman to push product in the market
 Should TSL exit rice

business? Will this mean

that the current distribution
network built over years is
not ef fectiv e?
 The current distribut ion network is effective. It works for the
spices.

However , in case of ric e, there are problems with the product
because of which stockists are not willing to stock the product
 Company should actively try and improve the quality of product
and work on pricing.
 In case the company fails to do this or the top management
refuses to spend money , T eekha should exit the ric e business.
THANK YOU