Signal
Premium pack distribution gap
Premium packs are growing 2.1x the portfolio but remain under-distributed relative to their revenue contribution.
Where is premium demand showing up?
What changed
Premium packs are growing 2.1x the portfolio but remain under-distributed relative to their revenue contribution.
- Previous
- 0
- Current
- 0
- Change
- 0
- Slice revenue
- ₹413.3 Cr
Business implication
Demand is already proving itself. The constraint is availability in two large states, not consumer appetite.
Volume +11.2 pts. Price/mix −0.5 pts.
Evidence
| Fact | Value | Note |
|---|---|---|
| Premium growth | +10.7% | — |
| Portfolio growth | +5.1% | — |
| Premium revenue mix | +22.0% | — |
| Premium distribution mix | +13.5% | — |
Interpretation
Demand is already proving itself. The constraint is availability in two large states, not consumer appetite.
Recommended next step
Reallocate premium packs into high-velocity white space before adding new SKUs.
Why am I seeing this?
Metric. Distribution: Numeric outlet reach — billed outlets in the slice. Formula: sum(outlets).
Comparison. 0 versus 0
Calculation. Latest month versus the same month last year, using the semantic metric definition.
Major contributors
- General Trade: −3.0 pts (+40.6% of explained movement)
- Pulse Energy 250 ml Can: +2.7 pts (+32.4% of explained movement)
- Quick Commerce: +1.6 pts (+21.9% of explained movement)
- Pulse Energy 330 ml Can: −1.3 pts (+15.6% of explained movement)
- Tamil Nadu: +0.7 pts (+25.5% of explained movement)
Assumptions
- Year-ago month is the comparison base.
- Expected growth for a slowdown is the prior-window YoY, held constant.
- Child contributions are additive on the parent year-ago revenue base.
- Realization is a residual of revenue and volume — it includes price, pack mix and discounting.
Data limitations
- Outlet counts are numeric distribution points, not unique outlets.
- Promotion and category-share facts exist in the NOVA warehouse; this diagnosis still explains the parent movement from volume and mix first.
- SKU and channel cuts overlap. They explain the same movement from different angles.