This document summarizes a case study on the downstream supply chain of an Indian alcoholic beverage manufacturer. The study utilized a single case study approach of a distillery in southern India to understand its distribution channels. Key findings include that the downstream supply chain network consists of different defined distribution channels like retailers, bars, institutions, clubs, and government sales. The distribution channels influence strategic decisions around new products and pricing. Relationships between the distillery and channels, and the government's regulatory role are also discussed. The study provides insights but results may not generalize due to focusing on a single organization. It contributes to understanding downstream supply chain configuration in India's alcoholic beverage industry.

Narayanamurthy, Gopalakrishnan, and Anand Gurumurthy. "A Case Study On Downstream Supply Chain of An Indian.. PDF

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