Abstract
ABSTRACTThis study aims to analyze the retail channel structure and level of competition across retailers in distributing health and wellness food products in India. Compound annual growth rate (CAGR), analysis of variance (ANOVA) and Herfindahl-Hirschman Index (HHI) have been used to analyze the data. It is evident from the analysis that level of competition varies across the retail channels of health and wellness food products and has been increasing over the years. The study provides valuable insights to the companies involved in producing and marketing of health and wellness food products for an effective channel distribution strategy.
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