GSK to tie up with retailers to sell OTC products

FMCG firm GlaxoSmithKline Consumer Healthcare is looking for tie-ups with several big retail players to enhance its business of products which are used as medicines and sold without prescription, or over-the-counter products. They have already tied-up with South Africa-based Shoprite, which runs a hyperstore in Mumbai. They are looking at working with retail partners across geographies and might finalise a deal with Big Bazaar. They are working with retail players to grow two categories i.e. antacids and pain balms. GSKCH worked closely with Shoprite and drafted a channel strategy for modern trade, where cross-category and checkout placements were identified as an opportunity to create a shopping occasion through impulse buying.