FMCG firms intensify focus on 'super workers' in rural locales
Fast-moving consumer goods (FMCG) firms in india are enhancing their recruitment strategies in rural regions. They are on the lookout for adaptable individuals or what are referred to as 'super workers' who can efficiently manage a variety of tasks, from logistics to sales.
A priority for these companies are candidates with valid driving licenses or those eager to learn new skills, as they aim to respond to swiftly evolving consumer preferences and the growing importance of wallet PLATFORM' target='_blank' title='digital-Latest Updates, Photos, Videos are a click away, CLICK NOW'>digital channels.
Experts point out that the increasing recruitment of a multi-skilled workforce in rural areas by FMCG companies is fueled not only by the growth of quick-commerce (q-commerce) but also by a stronger need to fortify traditional distribution networks and guarantee product access in remote areas. Advanced demand forecasting models are aligning production and distribution more closely with real-time needs, presenting a fresh set of challenges and prospects for firms, including major players like Hindustan Unilever Ltd (HUL), ITC, and Tata Consumer, which have established nano factories nearer to their target markets. Over the past two years, these firms have substantially expanded their direct distribution initiatives to decrease their dependence on wholesalers. For example, HUL's proprietary Shikhar app allows retailers to directly place orders, which are then fulfilled by the company or its licensed distributors.
In addition to roles for sorters and delivery personnel, there is a significant demand for positions such as sales officers, area managers, and supply chain coordinators, especially those who can juggle multiple roles in rural settings.
FMCG job postings on Glassdoor reveal numerous vacancies for sales officers in locations including Nandurbar, Surat, and Bhopal, highlighting this rising trend. Companies have boosted their hiring by 10 percent this year and are focusing their searches on multi-skilled employees, as reported by TeamLease. The sector currently comprises a total workforce of approximately three million.
Rural india set to spearhead growth
Urban markets make up two-thirds of FMCG sales by value, while rural areas account for the remaining one-third. However, there is an increasing emphasis on Tier-II and Tier-III cities, as changing lifestyles and growing disposable incomes in rural areas present new avenues for growth. With urban markets experiencing slowdowns, exploring rural demand is becoming vital for maintaining sales. The demand for convenience products has led to a 60 percent rise in the average FMCG basket size among rural shoppers, according to the 2024 Rural Barometer report by Kantar and GroupM.
Although urban consumers are cutting back on spending, resulting in sales declines across various categories—from biscuits to automobiles—rural areas continue to exhibit steady trends of upgrades alongside wallet PLATFORM' target='_blank' title='digital-Latest Updates, Photos, Videos are a click away, CLICK NOW'>digital growth and increasing income levels. Rural buyers are progressively choosing higher-quality or premium goods, even at elevated prices. For example, HUL noted that rural consumers who once bought Re. 1 sachets of Clinic Plus shampoo are now upgrading to Rs. 2 Dove sachets.
Demand for a multi-skilled workforce
"The need for versatile workers is particularly evident in the FMCG sector as rural markets encounter substantial expansion. This sector is concentrating on hiring adaptable employees who can execute multiple tasks, such as interacting with rural consumers and retailers while ensuring timely product distribution in areas with limited infrastructure," Balasubramanian A, Senior vice-president and business Head at TeamLease, shared in a recent interview with Moneycontrol.
He mentioned the role of van sales representatives, who are crucial in bridging brands and consumers in both urban and rural markets. Their responsibilities encompass driving sales vans, replenishing stocks, taking customer orders, delivering goods, collecting payments, and maintaining sales records.
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