New Delhi, April 22 -- Top consumer goods companies in India, including Hindustan Unilever (HUL), Dabur, Marico, and Godrej Consumer Products, are strengthening their supply chain strategies to drive rural and overall sales growth.

These firms are offering greater incentives to distributors and stockists to enhance product availability, streamline delivery, and improve last-mile connectivity.

Amid signs of rural recovery and strong competition in the FMCG (fast-moving consumer goods) sector, companies are prioritizing channel efficiency.

Firms are investing in trade promotions, technology upgrades, and direct-to-retail models. Dabur, for instance, has extended credit support and incentivised its rural distributors to penetrate deeper i...