Channels
Brands do not fail strategy on a slide. They fail when Blinkit OOS, AMS spend and a Hubballi distributor dump never share a row.
Blinkit · Zepto · Swiggy Instamart
Dark-store OOS, city-level sell-out, PO/GRN lag, Instamart ads, and 10-minute availability windows that die in a spreadsheet.
One SKU × city board: availability, DOH, GMV, ad ROAS. Stock-out tickets fire before the next cut-off, not after the weekly review.
Amazon · Flipkart · JioMart
AMS and PLA spend in one tab, Buy Box in another, returns and claims in a portal that exports as a 40-column CSV.
Attributed spend vs sell-out, pause rules on thin stock, and claim vs invoice recon that does not wait for month-end.
Shopify · warehouse · 3PL
Storefront orders that never match warehouse batches; prepaid vs COD; return reason codes that sit outside the channel P&L.
Order-to-stock and contribution at SKU level, lined up with marketplace and q-commerce so D2C is not a parallel universe.
Reliance · DMart · Spar · More
Sell-out vs primary billing, scheme slabs, and store-level OOS that arrives as a chain email two weeks late.
Store and chain sell-out tied to invoice, scheme leakage flagged, and a fill-rate view the KAMs can take into the review.
Distributors · super-stockists · beat plans
Secondary sales in 38 Excel formats, beat coverage in a third, and primary billing that never quite equals what left the go-down.
Normalised secondary, primary-to-secondary leakage, and a beat-level fill that sales ops can close without a Sunday night merge.