Small and regional brands are tying up with retail giants to push their merchandise, as middle-class Indians shift from mom-and-pop stores to the comfort and variety of modern retail. The latest to join the bandwagon is ayurvedic products maker Baidyanath Ayurved Bhawan. The 95-year-old company has tied-up with Future Supply Chain Solutions, the logistics arm of retail giant Future Group to widen its consumer base and boost its position in the health products segment. This strategy is not only giving smaller brands a pan-India presence, but also helping them reap dividends. It is a new direction in the country’s retail sector where signage companies like PSPs, sign makers, fabricators, etc would get a new business in the boost.
