Rockit Beverages

Client Overview

Rock-it Beverages is a challenger brand in the competitive beverage market, valued at over INR 5,000 crore. With a strong focus on innovative offerings, the brand operates in two key segments:

• Energy Drinks: Available in PET and can formats, directly competing with established players in the energy beverage category.
• Jeera Drinks: Offered in PET format, catering to regional taste preferences and expanding consumer reach.

Objective

Rock-it Beverages partnered with Growthmate to scale their business in organized retail and alternate sales channels without setting up an internal team. Their specific goals included:

1. Establishing a robust presence in modern trade (MT) and business-to-business (B2B) channels.
2. Leveraging national key account partnerships to drive weighted distribution and high brand visibility.
3. Ensuring seamless supply chain management, order processing, and cash flow optimization.

Challenges

1. Competing against well-established players with entrenched distribution networks.
2. Achieving new product listings in modern trade chains and scaling these efficiently.
3. Maintaining a high fill rate, reconciling accounts timely, and ensuring smooth cash flow management in a capital-intensive market.

Growthmate’s Approach

1. Strategic Assortment Planning

Growthmate identified a sharp assortment strategy, curating Rock-it Beverages’ offerings to align with consumer demand and retailer needs. This strategy focused on:

• Prioritizing high-performing SKUs.
• Tailoring the product portfolio to meet regional preferences.

2. Key Account Partnerships

The Growthmate team launched Rock-it Beverages across:

• Regional Modern Trade (MT) Chains in NCR: Building strong partnerships with local retailers to establish a foothold in key markets.
• National B2B Chains like Flipkart Best Price (formerly Walmart): Ensuring product visibility and availability for large-scale distribution.

3. End-to-End Supply Chain Management (SCM)

To streamline operations, Growthmate implemented:

• Centralized Order Processing: Reducing lead times and improving order accuracy.
• Fill Rate Management: Ensuring high product availability while avoiding stockouts.
• Account Reconciliation: Managing timely payments and improving cash flow to support business scalability.

4. New Product Launches

Growthmate facilitated the successful listing and launch of Rock-it Beverages’ new products, ensuring:

• Smooth onboarding across key retail and B2B platforms.
• Effective marketing and promotions for increased consumer awareness.

Results

• Expanded Retail Presence: Rock-it Beverages achieved strong representation across regional MT chains in NCR and national B2B channels.
• Increased Weighted Distribution: Key account partnerships ensured broader brand visibility and availability.
• Improved Cash Flow: Timely account reconciliations and efficient supply chain processes supported business growth.
• Scalable Business Model: Growthmate’s expertise allowed Rock-it Beverages to scale without the need for an in-house sales team.

Future Outlook

Growthmate continues to scale Rock-it Beverages’ business across new retail formats and geographies while maintaining operational efficiency and ensuring high fill rates. The partnership aims to further establish the brand as a strong challenger in the beverage industry.

Conclusion

Through a focused and strategic approach, Growthmate helped Rock-it Beverages overcome industry challenges, establish a strong retail presence, and achieve scalable growth. This collaboration showcases how outsourcing to an experienced partner can accelerate business success in a competitive market.