The Challenge: Limited Reach and Partnership Barriers

FreshWave Retail, a fast-growing distributor of FMCG products in India, had established strong local networks with over 15,000 kirana stores and regional supermarkets. However, in its bid to expand internationally, the company faced key challenges:

1. Lack of International Partners

   • No structured connections with overseas distributors or retail chains.

   • Limited exposure to international trade fairs and partner ecosystems.

2. Regulatory Complexity

   • Different import/export compliance requirements across the Middle East and Southeast Asia.

   • No knowledge of partner screening processes for foreign retail chains.

3. Brand Awareness Gaps

   • While popular in India, FreshWave lacked brand visibility in global markets.

   • Difficulty convincing international retailers to stock untested Indian consumer products.

4. Negotiation Challenges

   • Inexperience in global partnership contracts covering pricing, exclusivity, and distribution rights.

   • Risk of entering unfavorable terms without a clear strategic framework.

5. Supply Chain Limitations

   • Needed to assure overseas partners of reliable supply, but lacked warehousing and logistics tie-ups outside India.

The Solution: Prime PI’s Partnership Development Engagement

FreshWave Retail engaged Prime PI’s Partnership Development team for a 12-month engagement to establish high-value global partnerships and secure distribution agreements in target markets.

The 5-Step Partnership Development Strategy by Prime PI

1. Partner Identification & Screening

• Mapped 50+ potential partners across UAE, Singapore, and Malaysia, including retail chains, e-commerce platforms, and distributors.

• Shortlisted partners based on alignment with FreshWave’s product category and growth objectives.

2. Strategic Introductions & Trade Missions

• Organized delegation visits to Dubai and Singapore, arranging curated meetings with decision-makers of leading retail chains.

• Facilitated participation in Gulfood (Dubai) and Asia Food Expo (Singapore), boosting FreshWave’s global visibility.

3. Negotiation Support & Deal Structuring

• Guided FreshWave’s leadership in structuring contracts with overseas distributors.

• Ensured agreements included profit-sharing, brand visibility clauses, and non-exclusivity safeguards.

• Built risk-sharing mechanisms for supply disruptions.

4. Supply Chain Enablement

• Assisted in securing partnerships with logistics providers and bonded warehouses in Dubai and Kuala Lumpur.

• Established cold-chain solutions for perishable FMCG items.

5. Co-Branding & Marketing Alliances

• Designed joint branding campaigns with overseas retail partners.

• Helped FreshWave negotiate shelf-space guarantees and promotional slots in international supermarkets.

• Supported the launch of a digital-first campaign for Southeast Asian markets.

The Impact: Strong Global Partnerships Driving Growth

Key Achievements

• Signed distribution agreements with 3 leading retail chains in UAE, Singapore, and Malaysia.

• Secured e-commerce partnerships with two online grocery platforms in Southeast Asia.

• Established long-term logistics partnerships, reducing delivery lead times by 35%.

• Co-branded marketing campaigns improved brand recognition, with 45% recall rate in UAE market research.

Revenue & Business Impact

• International sales contributed ₹850 Crores in the first year of expansion.

• FreshWave products reached 1,200+ new retail outlets overseas.

• Increased revenue growth trajectory—on track to hit ₹5,500 Crores by FY 2026.

• Boosted valuation, attracting interest from global PE firms for expansion capital.

Conclusion: Partnerships as the Engine of Retail Globalization

Through Prime PI’s Partnership Development services, FreshWave Retail transformed from a strong domestic player into a globally connected retail distributor.

Three key lessons for retail companies:

1. Partnerships accelerate market entry faster than building from scratch.

2. Negotiation frameworks are critical for sustainable overseas collaborations.

3. Supply chain reliability is as important as product quality for international expansion.

FreshWave is now positioned as a global FMCG distributor, leveraging partnerships as its strategic growth engine.