التجارة العامة Meaning

General trade means traditional, unorganised retail: independently owned neighbourhood shops such as kirana stores, as opposed to organised chains. It accounts for roughly two-thirds of Indian FMCG value.

General trade is independent neighbourhood retail served through distributors on informal credit with no contractual service obligations. Modern trade is organised chain retail with contractual supply agreements, 30-60 day payment terms, listing fees and OTIF service targets carrying penalties.

GT is the standard abbreviation for general trade, the traditional retail channel. You will see it used alongside MT for modern trade in coverage reports and sales reviews.

Because Indian households buy small quantities several times a week, so proximity beats assortment; because kirana stores extend informal credit that organised retail does not; and because they sell loose and small-pack quantities manufacturers would not otherwise package.

Through coverage of the outlet universe, visit frequency, and range per outlet. The standard metrics are effective coverage of outlets, weighted distribution, and lines per call.