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Manufacturers giving incentives to dealers, distributors to push sales

Manufacturers giving incentives to dealers, distributors to push sales

Mumbai: Indian manufacturers are enhancing dealer and distributor incentives to push harder for sales after the Covid-19 pandemic deflated consumer demand.

The revised incentives focus on infusing more liquidity into the system, rewarding higher sales performance and taking care of the dealer’s overhead expenses like buying sanitisers and safety equipment.

Companies like JSW Cements, Indigo Paints, and JSW Paints are converting the incentives under their loyalty programmes into cash or credit notes.

“In these changing times, we are trying to retire the old scheme,” said K Swaminathan, chief marketing officer, JSW Cements. “We had schemes like the foreign trips every year which we are trying to convert into cash to bring liquidity in their (dealers’) hands.”

Jindal Stainless

even arranged for extended credit for dealers to six months from three earlier after talks with finance partners like SBI.

Jindal Steel and Power increased the extent of quantity discount – price benefit given per unit for large orders. “If there is a contract for more quantity, dealers can get more incentive on it and customers will get discount on the order,” said V R Sharma, managing director, JSPL. “We have started providing advance payments to dealers for covering their overheads which we usually did not do.”


said that to help retailers get a push, the textile maker was working on digital geo-targeting campaigns and omni-channel promotions to reach consumers in their respective catchment area by generating leads for them. “We are also helping our retailer partners with requisite discounts and margins,” company spokesperson said.
Pipes and fittings maker Finolex Industries too increased the quantity discount given to its network of over 18,000 dealers and sub-dealers. The company was paying the incremental discount to dealers who achieved their targets. Those who couldn’t meet targets were being paid a token amount as gratitude.

JSW Paints has introduced the ‘star contractors programme,’ through which contractors can convert accumulated incentives and loyalty points into cash.

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