SALES AND SUPPLY CHAIN MANAGEMENT: A CASE STUDY APPROACH WITH REFERENCE TO AACHI MASALA PVT. LTD.

This paper explores the integrated dynamics of sales and supply chain management with a focused case study on Aachi Masala Pvt. Ltd., one of the leading Indian spice brands.The objective is to analyze how a structured and efficient supply chain contributes to the firm's market penetration, competitive pricing, and consumer reach.Through a qualitative case study approach, the research highlights key strategies, operational models, and challenges in the supply chain and how they influence sales outcomes.The findings offer insights into best practices for FMCG companies operating in emerging markets.