In FMCG distribution, Pure Wholesaler and Semi Wholesaler look similar—but their business model, customer base, and role in GT (General Trade) are different.
✅ In this Shorts you’ll learn:
Pure Wholesaler: mainly sells in bulk to retailers/other traders, doesn’t usually do full “distribution services” like beat coverage.
Semi Wholesaler: mix model—does wholesale + also behaves like a mini distributor for nearby retailers (limited coverage/credit/service).
Why it matters for you: affects coverage planning, schemes, PTR/PTC, offtake, and channel control.
Comment “WHOLESALE” if you want a quick checklist to identify them in your market.
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