Signal

Telangana productivity without coverage

Telangana rate of sale is +54.4% versus the company, but distribution is only +4.3% of billed points against +6.4% of revenue.

highhigh confidence

What is driving this change?

Preparing visual.

What changed

Telangana rate of sale is +54.4% versus the company, but distribution is only +4.3% of billed points against +6.4% of revenue.

Business implication

The constraint is width, not willingness. Filling Telangana is a higher-quality expansion than adding empty reach in Karnataka.

Volume +5.5 pts. Price/mix −0.4 pts.

Evidence

Interpretation

The constraint is width, not willingness. Filling Telangana is a higher-quality expansion than adding empty reach in Karnataka.

Recommended next step

Reallocate coverage hours from low-ROS Karnataka additions into Telangana white space.

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: −2.5 pts (+40.5% of explained movement)
Quick Commerce: +1.3 pts (+21.1% of explained movement)
NOVA Cola 250 ml PET: +0.8 pts (+9.7% of explained movement)
Pulse Energy 250 ml Can: +0.7 pts (+8.2% of explained movement)
NOVA Cola 600 ml PET: +0.6 pts (+7.7% 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.