{"id":103827,"date":"2025-03-05T15:02:21","date_gmt":"2025-03-05T09:32:21","guid":{"rendered":"https:\/\/bizom.com\/?post_type=podcasts&#038;p=103827"},"modified":"2026-03-23T11:43:09","modified_gmt":"2026-03-23T06:13:09","slug":"how-orion-india-is-scaling-with-local-insight-and-channel-agility","status":"publish","type":"podcasts","link":"https:\/\/bizom.com\/id\/podcasts\/how-orion-india-is-scaling-with-local-insight-and-channel-agility\/","title":{"rendered":"How Orion India is Scaling with Local Insight and Channel Agility"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"103827\" class=\"elementor elementor-103827\" data-elementor-post-type=\"podcasts\">\n\t\t\t\t<div class=\"elementor-element elementor-element-f37faa7 e-con-full e-flex e-con e-parent\" data-id=\"f37faa7\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-4ca58d2 elementor-mobile-align-center elementor-icon-list--layout-traditional elementor-list-item-link-full_width elementor-widget elementor-widget-icon-list\" data-id=\"4ca58d2\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"icon-list.default\">\n\t\t\t\t\t\t\t<ul class=\"elementor-icon-list-items\">\n\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/bizom.com\/id\/podcasts\/\">\n\n\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t<svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-arrow-left\" viewBox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M257.5 445.1l-22.2 22.2c-9.4 9.4-24.6 9.4-33.9 0L7 273c-9.4-9.4-9.4-24.6 0-33.9L201.4 44.7c9.4-9.4 24.6-9.4 33.9 0l22.2 22.2c9.5 9.5 9.3 25-.4 34.3L136.6 216H424c13.3 0 24 10.7 24 24v32c0 13.3-10.7 24-24 24H136.6l120.5 114.8c9.8 9.3 10 24.8.4 34.3z\"><\/path><\/svg>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">Back to Episodes<\/span>\n\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-5bc3081 e-con-full e-flex e-con e-child\" data-id=\"5bc3081\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-1b79f99 elementor-widget__width-auto elementor-widget elementor-widget-heading\" data-id=\"1b79f99\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h6 class=\"elementor-heading-title elementor-size-default\">Biscuits &amp; Confectioneries<\/h6>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-75b0688 elementor-widget__width-initial elementor-widget elementor-widget-heading\" data-id=\"75b0688\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h1 class=\"elementor-heading-title elementor-size-default\">How Orion India is Scaling with Local Insight and Channel Agility<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-926555b elementor-widget__width-initial elementor-widget elementor-widget-text-editor\" data-id=\"926555b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>In this episode of <em>Masters of Change,<\/em> <strong>CK Sharma, Head of Sales Excellence at Orion India<\/strong>, shares how the company is building a strong foothold in one of the world\u2019s fastest-growing FMCG markets. From localising global products to navigating shifting channel dynamics and leveraging technology for execution, he outlines what it takes to win in India today.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-b2720bc e-con-full e-flex e-con e-child\" data-id=\"b2720bc\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-764f661 elementor-widget elementor-widget-video\" data-id=\"764f661\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;youtube_url&quot;:&quot;https:\\\/\\\/youtu.be\\\/Yvamg9lFisY?si=dxh2U9w1x-_ZhChL&quot;,&quot;video_type&quot;:&quot;youtube&quot;,&quot;controls&quot;:&quot;yes&quot;}\" data-widget_type=\"video.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-wrapper elementor-open-inline\">\n\t\t\t<div class=\"elementor-video\"><\/div>\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-97258c5 e-con-full e-flex e-con e-parent\" data-id=\"97258c5\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t<div class=\"elementor-element elementor-element-0b1d55a e-con-full e-flex e-con e-child\" data-id=\"0b1d55a\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-3b36575 elementor-widget elementor-widget-heading\" data-id=\"3b36575\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<p class=\"elementor-heading-title elementor-size-default\">Also available on:<\/p>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5475e1a title-blue elementor-position-top elementor-widget elementor-widget-image-box\" data-id=\"5475e1a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image-box.default\">\n\t\t\t\t\t<div class=\"elementor-image-box-wrapper\"><figure class=\"elementor-image-box-img\"><a href=\"https:\/\/podcasts.apple.com\/my\/podcast\/masters-of-change-conversations-with-change-makers\/id1665050617\" target=\"_blank\" tabindex=\"-1\"><img decoding=\"async\" src=\"https:\/\/bizom.com\/wp-content\/smush-webp\/elementor\/thumbs\/apple-podcast-logo-q0lc46bo2mjp4id7i1nx7m9aplsuai403piiuzgvv0.png.webp\" title=\"apple-podcast-logo\" alt=\"apple-podcast-logo\" class=\"elementor-animation-grow\" loading=\"lazy\" data-smush-webp-fallback=\"{&quot;src&quot;:&quot;https:\\\/\\\/bizom.com\\\/wp-content\\\/uploads\\\/elementor\\\/thumbs\\\/apple-podcast-logo-q0lc46bo2mjp4id7i1nx7m9aplsuai403piiuzgvv0.png&quot;}\" \/><\/a><\/figure><\/div>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-61daf99 title-blue elementor-position-top elementor-widget elementor-widget-image-box\" data-id=\"61daf99\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image-box.default\">\n\t\t\t\t\t<div class=\"elementor-image-box-wrapper\"><figure class=\"elementor-image-box-img\"><a href=\"https:\/\/open.spotify.com\/episode\/4VTYYbfLSOutfoY5Xs0eBZ?si=vCcGMPPkQ1-I9wtaG_u-Aw&#038;nd=1&#038;dlsi=ebe2816809b041fb\" target=\"_blank\" tabindex=\"-1\"><img decoding=\"async\" src=\"https:\/\/bizom.com\/wp-content\/uploads\/2022\/02\/spotify-colored.svg\" title=\"spotify-colored\" alt=\"spotify-colored\" class=\"elementor-animation-grow\" loading=\"lazy\" \/><\/a><\/figure><\/div>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-577df59 title-blue elementor-position-top elementor-widget elementor-widget-image-box\" data-id=\"577df59\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image-box.default\">\n\t\t\t\t\t<div class=\"elementor-image-box-wrapper\"><figure class=\"elementor-image-box-img\"><a href=\"https:\/\/music.amazon.com\/es-cl\/podcasts\/6acc3457-168d-49ff-adc5-9e4a53679398\/episodes\/ef7eaf4d-7e2d-4523-b0a0-912119c930ab\/masters-of-change-conversations-with-change-makers-ep-10-masters-of-change-ck-sharma-head-of-sales-excellence-orion-india\" target=\"_blank\" tabindex=\"-1\"><img decoding=\"async\" src=\"https:\/\/bizom.com\/wp-content\/uploads\/elementor\/thumbs\/amazon-music-logo-qb2wlwgxkw1wn1myl0g94gsbujv4d27eczh5hzemh8.png\" title=\"amazon music logo\" alt=\"amazon music logo\" class=\"elementor-animation-grow\" loading=\"lazy\" \/><\/a><\/figure><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-b1abb77 e-con-full e-flex e-con e-child\" data-id=\"b1abb77\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t<div class=\"elementor-element elementor-element-536d8e6 e-con-full e-flex e-con e-child\" data-id=\"536d8e6\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-96d02bf elementor-widget elementor-widget-heading\" data-id=\"96d02bf\" data-element_type=\"widget\" data-e-type=\"widget\" id=\"elementor-toc__heading-anchor-0\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">1. Introduction and Orion\u2019s Global Legacy\n<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8e4cc9e elementor-widget elementor-widget-text-editor\" data-id=\"8e4cc9e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p><strong>Orion has a strong global legacy. Can you walk us through how Orion India came to be and its journey so far?<\/strong><\/p><p><strong>CK Sharma:<\/strong> India is one of the most important growth markets globally today. Orion was founded in 1956 with a simple philosophy: the food we make should come from the heart.<\/p><p>Over time, the company has evolved beyond confectionery into a broader food business, even integrating elements of bioscience. Our portfolio includes candies, biscuits, gums, and more. In Korea, we also have a presence in film production, which reflects the brand\u2019s diverse evolution.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a025a34 elementor-widget elementor-widget-heading\" data-id=\"a025a34\" data-element_type=\"widget\" data-e-type=\"widget\" id=\"elementor-toc__heading-anchor-1\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">2. Establishing Orion Choco Pie in India\n<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8d7f654 elementor-widget elementor-widget-text-editor\" data-id=\"8d7f654\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p><strong>What were the key challenges and opportunities while establishing Orion Choco Pie in India?<\/strong><\/p><p><strong>CK Sharma:<\/strong> We began with an investment of around INR 200 crore to set up our manufacturing base. Since then, we have expanded from just two SKUs to nearly forty, along with a large-scale warehouse to support distribution.<\/p><p>A key part of our strategy was localisation. While Orion invented the Choco Pie globally in 1974, we adapted it for Indian consumers by introducing flavours like mango, strawberry, orange, and coconut. Understanding local preferences was critical to building acceptance.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-63e5e15 elementor-widget elementor-widget-heading\" data-id=\"63e5e15\" data-element_type=\"widget\" data-e-type=\"widget\" id=\"elementor-toc__heading-anchor-2\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">3. Sales and Distribution Strategies\n<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f6c370b elementor-widget elementor-widget-text-editor\" data-id=\"f6c370b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p><strong>What has driven excellence in your sales and distribution strategy?<\/strong><\/p><p><strong>CK Sharma:<\/strong> Innovation and differentiation have been central. For example, we launched products like Turtle Chips, which offer a unique multi-layered texture, and K-snacks inspired by Korean flavours. These helped us stand out and even introduce elements of Korean food culture to Indian consumers.<\/p><p><strong>How do urban and rural markets differ in your experience?<\/strong><\/p><p><strong>CK Sharma:<\/strong> Urban markets are more concentrated and easier to service. Rural markets, on the other hand, involve multiple layers in the distribution chain, which reduces visibility and control.<\/p><p>Interestingly, rural markets have recently outpaced urban growth. While urban still contributes the majority of business, rural is a significant opportunity that needs renewed focus.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2b09923 elementor-widget elementor-widget-heading\" data-id=\"2b09923\" data-element_type=\"widget\" data-e-type=\"widget\" id=\"elementor-toc__heading-anchor-3\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">4. Channel Shifts and Digital Transformation\n<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e4a5e8e elementor-widget elementor-widget-text-editor\" data-id=\"e4a5e8e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p><strong>How important is channel-specific distribution today?<\/strong><\/p><p><strong>CK Sharma:<\/strong> It is critical. In metro cities, a large share of consumers now shop through modern trade and e-commerce or quick commerce platforms. Traditional trade, while still important, is no longer dominant in these markets.<\/p><p>Brands need to adapt their strategies based on how consumers are choosing to shop.<\/p><p><strong>What role has technology played in improving execution?<\/strong><\/p><p><strong>CK Sharma:<\/strong> The shift has been massive. Earlier, sales tracking was manual and slow. Today, tools like SFA and DMS give us real-time visibility into field performance and market execution.<\/p><p>With India\u2019s rapid digital adoption, businesses that do not embrace technology risk falling behind.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c270288 elementor-widget elementor-widget-heading\" data-id=\"c270288\" data-element_type=\"widget\" data-e-type=\"widget\" id=\"elementor-toc__heading-anchor-4\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">5. Driving Depth and Building Loyalty\n<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-aa806a0 elementor-widget elementor-widget-text-editor\" data-id=\"aa806a0\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p><strong>How do you balance expansion with deeper market penetration?<\/strong><\/p><p><strong>CK Sharma:<\/strong> In the short term, the focus is on expanding reach by opening new outlets. In the long term, the goal is to increase throughput per outlet.<\/p><p>We use technology to classify stores and focus on improving value per outlet. Loyalty programmes, better visibility, and competitive pricing all play a role in driving repeat business.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-68c5c5d elementor-widget elementor-widget-heading\" data-id=\"68c5c5d\" data-element_type=\"widget\" data-e-type=\"widget\" id=\"elementor-toc__heading-anchor-5\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">6. Future Trends and Career Advice\n<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-bfcab36 elementor-widget elementor-widget-text-editor\" data-id=\"bfcab36\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p><strong>What trends do you see shaping the market ahead?<\/strong><\/p><p><strong>CK Sharma:<\/strong> Quick commerce will continue to grow rapidly. At the same time, rural markets will require renewed attention. The key will be balancing channel mix to ensure both growth and profitability.<\/p><p><strong>What advice would you give to young professionals?<\/strong><\/p><p><strong>CK Sharma:<\/strong> Find a mentor early in your career. It makes a significant difference. Stay flexible, keep learning, and focus on building a strong reputation over time.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-60ccd57 e-con-full e-flex e-con e-child\" data-id=\"60ccd57\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t<div class=\"elementor-element elementor-element-faee784 e-con-full drools-pet-brand-1 e-flex e-con e-child\" data-id=\"faee784\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-f938dcc elementor-widget elementor-widget-table-of-contents\" data-id=\"f938dcc\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;headings_by_tags&quot;:[&quot;h3&quot;],&quot;exclude_headings_by_selector&quot;:[],&quot;no_headings_message&quot;:&quot;No headings were found on this page.&quot;,&quot;marker_view&quot;:&quot;bullets&quot;,&quot;icon&quot;:{&quot;value&quot;:&quot;&quot;,&quot;library&quot;:&quot;&quot;},&quot;min_height&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;min_height_tablet&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;min_height_mobile&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]}}\" data-widget_type=\"table-of-contents.default\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-toc__header\">\n\t\t\t\t\t\t<h4 class=\"elementor-toc__header-title\">\n\t\t\t\tContents \t\t\t<\/h4>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div id=\"elementor-toc__f938dcc\" class=\"elementor-toc__body\">\n\t\t\t<div class=\"elementor-toc__spinner-container\">\n\t\t\t\t<svg class=\"elementor-toc__spinner eicon-animation-spin e-font-icon-svg e-eicon-loading\" aria-hidden=\"true\" viewBox=\"0 0 1000 1000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M500 975V858C696 858 858 696 858 500S696 142 500 142 142 304 142 500H25C25 237 238 25 500 25S975 237 975 500 763 975 500 975Z\"><\/path><\/svg>\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Back to Episodes Biscuits &amp; Confectioneries In this episode of Masters of Change, CK Sharma, Head of Sales Excellence at Orion India, shares how the company is building a strong foothold in one of the world\u2019s fastest-growing FMCG markets. From localising global products to navigating shifting channel dynamics and leveraging [&hellip;]<\/p>\n","protected":false},"author":189108787,"featured_media":103829,"parent":0,"menu_order":0,"template":"elementor_header_footer","format":"standard","meta":{"_acf_changed":false,"wds_primary_podcast_category":0,"footnotes":""},"podcast_category":[],"class_list":["post-103827","podcasts","type-podcasts","status-publish","format-standard","has-post-thumbnail","hentry"],"acf":[],"jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/bizom.com\/id\/wp-json\/wp\/v2\/podcasts\/103827","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/bizom.com\/id\/wp-json\/wp\/v2\/podcasts"}],"about":[{"href":"https:\/\/bizom.com\/id\/wp-json\/wp\/v2\/types\/podcasts"}],"author":[{"embeddable":true,"href":"https:\/\/bizom.com\/id\/wp-json\/wp\/v2\/users\/189108787"}],"version-history":[{"count":0,"href":"https:\/\/bizom.com\/id\/wp-json\/wp\/v2\/podcasts\/103827\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/bizom.com\/id\/wp-json\/wp\/v2\/media\/103829"}],"wp:attachment":[{"href":"https:\/\/bizom.com\/id\/wp-json\/wp\/v2\/media?parent=103827"}],"wp:term":[{"taxonomy":"podcast_category","embeddable":true,"href":"https:\/\/bizom.com\/id\/wp-json\/wp\/v2\/podcast_category?post=103827"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}