The process from how the raw material is procured to how it is produced, packaged and delivered has undergone a sea change. The reason for that is the various digital-led processes that manufacturers are rapidly adopting across their myriad operations. While leading industry players have deployed resources for years to digitize their sales and distribution channels, this time around, the use of analytics has encompassed all key elements of their business—from sourcing of raw materials to supply chain and inventory management to manufacturing lines, consumer insights and product development. The impact of this digital push—on the country’s Rs 10.4-lakh crore fast-moving consumer goods (FMCG) market—is prominently visible in the rapidly evolving ways in which FMCG players conduct critical tasks such as gauging a customer’s moods, researching a new product, improving supply chain efficiencies or delivering the products to your doorstep. How can FMCG companies use descriptive, predictive, prescriptive and diagnostic analytics to understand its customers better and improve supply chain management? Answer in 1000 words or less
