Notable Work Done
Driven impactful transformations across diverse business environments—from pharma-to-FMCG transitions and e-commerce scale-ups to trade spend optimisation and field force efficiency. Our interventions have enabled business turnarounds, rural expansion, and urban retail optimisation through data-led insights. By introducing gamification for product launches, cold-chain distribution audits, and DMS automation, LBC helps organisations modernise operations, boost profitability, and build agile, performance-driven sales ecosystems
Case Study
Pharma-to-FMCG Transformation
Company
A Leading Pharma company
Sector
Pharma
Project
Transforming a wholesale-led legacy into a consumer growth engine.
A leading consumer health company operated on a pharma wholesale–dominated model wanted a GTM restructure to drive growth
COMPANY CHALLENGES
A leading consumer health company operated on a pharma wholesale–dominated model, with 70% of sales from wholesalers and 90% of coverage restricted to pharmacy outlets. The sales team was HCP- and prescription-oriented, with limited FMCG exposure, while the distributor network was fragmented and lacked structured systems or policies. The model constrained retail expansion, execution speed, and profitability in a rapidly evolving consumer landscape.
OUR APPROACH
As Director – Sales my approach was to design and execute a four-year commercial transformation roadmap.
- Rebalanced the channel mix by expanding coverage beyond pharmacies into general trade and modern trade.
- Introduced DMS and SFA platforms to digitize sales operations and enhance visibility.
- Revamped head-office and field structures and built FMCG capabilities through extensive training and performance systems.
- Rationalized the distributor ecosystem and introduced structured appointment, ROI, and governance processes.
- Streamlined the portfolio to focus on scalable, consumer relevant SKUs with sharper pricing and activation strategies.
- Identified and implemented the best in class FMCG processes for sales team and HO operations.