Before committing to any distribution partnership, it's worth asking sharper questions than “how many retailers do you cover.” Here's a more useful checklist:
Not just “1000+ counters,” but which towns, which districts, and what the split is between urban and rural coverage.
Does their existing retailer base already buy products similar to yours, or would you be asking them to build entirely new retailer relationships from scratch?
Do they have dedicated sales officers who'll actively push your product, or does it just sit in a catalog alongside dozens of others?
A partner who promises instant, wide-scale success across every counter simultaneously is often overselling. A partner who gives a realistic 60-90 day trust-building window is being straight with you.
Do they track reorder rates? Do they proactively flag underperforming counters, or just report what got delivered?
A distributor's network is only as valuable as its relevance to your specific product and market goals — bigger isn't always better if it's not the right kind of bigger.
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