Signal
SKU growth concentration
The top three SKUs now represent 30.1% of monthly revenue, up from 28.7%.
Is growth becoming concentrated?
What changed
The top three SKUs now represent 30.1% of monthly revenue, up from 28.7%.
- Previous
- +28.7%
- Current
- +30.1%
- Change
- +1.4 pts
- Slice revenue
- ₹413.3 Cr
Business implication
Growth is concentrating in fewer packs. That raises execution risk if any of those SKUs stall.
Volume +5.8 pts. Price/mix −0.7 pts.
Evidence
| Fact | Value | Note |
|---|---|---|
| NOVA Cola 250 ml PET | +12.2% | — |
| NOVA Cola 600 ml PET | +9.0% | — |
| Hydra Water 500 ml Water PET | +9.0% | — |
Interpretation
Growth is concentrating in fewer packs. That raises execution risk if any of those SKUs stall.
Recommended next step
Protect the core two SKUs while widening the next growth layer.
Why am I seeing this?
Metric. Mix: Share of parent revenue represented by the slice. Formula: slice_revenue / parent_revenue.
Comparison. +30.1% versus +28.7%
Calculation. Latest month versus the same month last year, using the semantic metric definition.
Major contributors
- General Trade: −3.0 pts (+44.2% of explained movement)
- Modern Trade: +1.5 pts (+22.1% of explained movement)
- Pulse Energy 250 ml Can: +0.9 pts (+11.3% of explained movement)
- NOVA Cola 250 ml PET: +0.8 pts (+10.0% of explained movement)
- Tamil Nadu: +0.7 pts (+42.1% 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.