Distributorship Model

Distributorship Model

Distributorship Model Definition

A distributorship model describes the path that products take from the manufacturer to a retail location. You must determine how you will get your product from manufacturing to the stores before customers can begin purchasing and using it.

How does Distributorship Model work in India?

In the distribution channel, a distributor buys goods from a producer and sells them to customers, occasionally through shops.. Distributors can sell goods directly to consumers or other firms, depending on the good or service.

Examples of the Distributorship Model in India

There are many product distribution models, all of which are appropriate for certain circumstances.

  • Direct-to-customer sales using a help-desk system – The distribution model we see the most frequently, particularly in the B2B market, is this one. It entails a sales force that will make cold calls to prospective clients and follow up on leads obtained from marketing initiatives.
  • Utilizing an automated purchasing procedure to sell directly to customers – As the demand for online retail stores has grown, this strategy is now more prevalent. This distribution strategy uses sophisticated software to automate the sales process in place of a sales team. Because users may download the goods immediately, this model is excellent for businesses that generate software.
  • Selling through licenced dealers – With the help of this distribution strategy, manufacturers may enhance their reach and outsource their sales efforts while maintaining control over the selling process.
  • Resale option open to all resellers – For manufacturers who wish to outsource their sales operations and increase reach, this approach works brilliantly. To effectively compete against similar products, they can fast saturate the market by pushing the product through as many resellers as they can.

What is Distribution Strategy?

Distributorship Model

A business’s ability to succeed depends on several factors, including marketing, sales, and client retention. However, a business can only be sustained if its items are delivered on schedule, which can only be done with the help of a clear distribution strategy.

The process of moving your products from the warehouse to the point of sale is known as distribution. Even if it is not as easy as it seems, it can be done by creating effective distribution channels.

There are two types of distribution channels in India, Direct Selling & Indirect Selling.

  • Direct Selling – With the use of this channel, the manufacturer can sell to the final customer without having to pay any middlemen. Brand websites where you can purchase directly from the business or even social selling platforms and groups like Instagram and WhatsApp are excellent examples of this. For companies wishing to eliminate the intermediary, streamline their downstream supply chain, and save money on logistics, distribution, and brand-building, direct distribution is ideal.
  • Indirect Selling – This is the distribution strategy that is used the most frequently. Even before the product reaches the final consumer, indirect distribution enables the manufacturer to recover the cost of production. The manufacturer discounts the MRP when selling to a single distributor. The distributor then resells it to a retailer at a price greater than what he originally paid. To ensure that everyone in the distribution chain makes money, the retailer will sell the product at MRP.  In this kind of distribution, several partners work together to make sure that goods get to their destinations on schedule.

Why does a business need a Distribution Strategy?

In actuality, a distribution strategy emphasises the four marketing Ps: product, price, place, and promotion. Even if you have a fantastic product or service that people want, generating cash can be challenging if you don’t have a reliable distribution plan.

Your strategy drives your business goals, ensuring that you select the best channel for interacting with your clients.

How to choose the right Distributorship Model for your business?

Use the conventional distribution model as a starting point when determining how to distribute your product. The producer, the wholesaler, and the retailer are the three levels in the traditional distribution model. This is a tried-and-true method with many dependable participants at all levels.

However, the traditional distribution model mandates that each channel participant acts in their own best interest. As a result, wholesalers compete to outperform manufacturers while retailers are to wholesalers. 

Sometimes, this web of competing interests works against the interests of the entire system. For instance, a producer would attempt to cut out the wholesaler and sell directly to retailers, which would cause the wholesaler to respond by discontinuing the producer’s goods.

What does the Distributorship Model Guidance Letter Specify?

  • What areas do they cover, and do they have sole jurisdiction over those areas?
  • Which of your items is on the list of the agreement?
  • Any limitations on the sale of rival items by them.
  • What obligations do you have to supply your goods, maintain its competitiveness, and complete orders? • What duties your distributor has in terms of advertising your product and generating sales? (Ideally, you should make reasonable attempts to maintain the supply)
  • Your intellectual property rights and limitations, such as the distributor’s ability to use your names, brands, and logos.
  • Sale terms and conditions. This means who is responsible for delivery, insurance, and transportation. Also, when ownership and risk of the products pass from you to the distributor.
  • However, there are limitations to disclosing private information.
  • You are right to stop purchasing and using certain products
  • What will occur if either you or they decide to end the relationship?


To improve your ability to effectively network, we’ll help you determine whether your distribution model is the best fit for you and walk you through the procedures you need to construct a sample distributorship contract.

Thus, the definition of the distribution model is a distribution agreement, which is a binding contract between the manufacturer of the goods and the distributor.

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