The Grey · Modules

Distribution, go-to-market and sales, built on 45 years of doing it.

Pick a single module or combine several. Every module can be shaped around your category, your cities and your team.

Grey Advisory

Advisory for brands

Hands-on work with founders and leadership teams of consumer, FMCG, D2C and apparel brands.

  1. A1

    Go-to-market blueprint

    Where to sell first, and in what order.
    • Which channels first: GT, MT, e-com, quick commerce
    • Which cities, in what order
    • What it takes to get there
    For brands launching or entering new markets
  2. A2

    Distributor selection and onboarding

    The right distributors, productive fast.
    • Find and evaluate the right partners
    • Clear terms from day one
    • Productive within 90 days
    For brands building or fixing a distributor network
  3. A3

    Margins, trade schemes and credit

    Schemes that move stock, not burn cash.
    • Channel margin structures
    • Schemes that actually move stock
    • Credit terms that protect cash
    For brands whose schemes cost more than they return
  4. A4

    City-by-city rollout plan

    Win one city, then the next.
    • Outlet targeting and beat plans
    • Launch sequencing
    • Numbers to hit before the next city
    For brands scaling beyond their home market
  5. A5

    Sales team structure and incentives

    The right team, paid for the right things.
    • Right field structure for your stage
    • Clear roles and targets
    • Incentives that reward the right behaviour
    For brands hiring or restructuring a sales team
  6. A6

    Modern trade and key accounts

    Get listed and stay profitable in chains.
    • Getting listed with chains
    • Negotiating terms and visibility
    • Profitable key accounts
    For brands moving into large-format retail
  7. A7

    Retail and franchise expansion

    Open stores that pay for themselves.
    • Exclusive outlets and franchise models
    • Store economics
    • Partner selection and expansion plan
    For apparel and lifestyle brands opening stores
  8. A8

    Fundraising readiness

    Walk into investor meetings ready.
    • Sharp pitch and business plan
    • Sales numbers that hold up
    • Ready for investors' go-to-market questions
    For founders preparing to raise a round
Grey Academy

Training for teams and founders

Practical workshops for sales and distribution teams, and for founders in incubators and accelerators.

  1. T1

    Distribution fundamentals

    How products really reach Indian shelves.
    • Factory to shelf, the Indian way
    • Who does what in the chain
    • Where each person makes a difference
    For new and growing sales teams
  2. T2

    Beat planning and outlet productivity

    Sell more from every outlet.
    • Smarter routes
    • Prioritising the right outlets
    • More sales per outlet
    For field sales teams and their supervisors
  3. T3

    Managing distributors

    Keep partners profitable and committed.
    • Distributor ROI
    • Stock, claims and credit discipline
    • Reviews that keep partners committed
    For area and regional sales managers
  4. T4

    Selling to modern trade and key accounts

    Win buyer meetings with chains.
    • Preparing for buyer meetings
    • Negotiating terms
    • Promotions and in-store visibility
    For key account and modern trade teams
  5. T5

    Leading a field team

    For first-time sales managers.
    • Setting targets
    • Coaching in the market
    • Keeping the team motivated
    For newly promoted sales managers
  6. T6

    Building distribution from zero

    A founder's first distribution playbook.
    • First distributors, first cities
    • Pricing for the channel
    • Mistakes worth avoiding
    For founders in incubators and accelerators
Grey for Colleges

Modules for business schools and colleges

Built from real cases across four decades of Indian retail. Available as guest lectures, workshops, or full teaching modules.

  1. C1

    Retail and distribution in India

    Kirana to quick commerce, explained.
    • Kirana to modern trade to e-commerce
    • How brands reach each channel
    • Real examples from the field
    For MBA and BBA marketing students
  2. C2

    Go-to-market strategy

    Launching products in India, case by case.
    • Case-based launches in India
    • Channel choice and trade pricing
    • Rollout planning
    For marketing and strategy electives
  3. C3

    Sales management

    Running sales teams, from a practitioner.
    • Territory design and targets
    • Incentives that work
    • Leading field teams
    For sales and marketing specialisations
  4. C4

    Building a brand in India

    Lessons from global and Indian brands.
    • Positioning for a diverse market
    • Building retail presence
    • Lessons from global and Indian brands
    For brand management courses
  5. C5

    Careers in FMCG and fashion

    Get placement-ready for sales and retail roles.
    • What the roles really involve
    • What recruiters look for
    • How to prepare for placements
    For students before placements
  6. C6

    Live projects and mentoring

    Real problems, guided start to finish.
    • Real go-to-market problems
    • Guided start to finish
    • For capstone and summer projects
    For capstone and summer projects

Not sure which module fits?

Start with a 90-minute diagnostic. We'll recommend the modules that fit, or tell you honestly if we're not the right help.

Book a diagnostic See The Green modules