How horeca sales work in India is different from fmcg retail sales?

By institutional parties, we mean non-retail outlets, which order in greater volume, and have a higher turnover than the usual grocery stores.

Such parties could be hotels, railways, airports, tourism boards at tourist places, state civil supplies channel.

Such orders may be few and far between. They don’t provide uninterrupted blood flow to a company’s income statement. However, they may contribute a large part of the overall sales, and hence need dedicated infrastructure (depending on the volume).


B2B sales refer to the process of businesses selling their products and services to other businesses. Based on the nature of such sales, the following categories can be delineated:

Wholesale B2B sales. You sell your products for the subsequent links of the retail channel. For instance, you are a wholesaler who sells its products to smaller shops.

Supply B2B sales. You sell components, supplies, required by your buyers to produce new products.

Software B2B sales. You sell software other businesses use to run their business.

Service B2B sales. You deliver products, provide banking services or other sorts of operations to businesses


 B2B sales are more complex and intricate than B2C sales, mainly because the B2B model offers the vendor much less control over the selling process than B2C does. In fact, B2B journey starts long before a sales rep reaches out to the customer with a proposition. Regardless of how cutting the edge and ahead of the curve B2B salesmen are, the stats are not doing them any favour:

Only 29% of B2B want to talk to a salesperson to learn more about a product on offer,

57% of buyer decisions are made before buyers even pick up a phone to speak to a supplier.

Sales colleagues  agree (34%)  that it has become harder to close B2B deal. The main reason for this is the change in the selling algorithm. The modern B2B cycle starts independently and cannot really be controlled:


The customer identifies a problem within their business that needs to be solved.

They research the problem online to see if anyone else came across it before.

They turn to the internet to look up all the possible solutions for the problem.

They reach out to their friends, social media followers for recommendations and explore what the internet has to offer. Eventually, they shortlist the top solutions for their problem.

They Google these solutions and research reviews about them online.

Based on  information   gathered, they make a purchasing solution and are ready to contact the salesperson.



The people working in any kind of Star Hotels, Fine Dine Restaurants, Quick Service Restaurants, Cafes, Lounges, Airports, Railways, Ships, FOOD & BEVERAGES Projects, Managing Directors, CEOs of Hotels, F & B Outlets, Pre-opening teams of F & B Outlets, kitchens right from CHEFS, PURCHASE MANAGERS, STORES IN-CHARGE, F & B MANAGERS, Front Office Staff, Housekeeping, Engineering, F & B Controls, Supply Chain heads of large QSRs ( Quick Service Restaurants) and ANY SOUL RELATED TO FOOD or BEVERAGES is our PROSPECT.

What products are sold in horeca?

Office Stationery and equipment,Food,House kkeping products, Beverage, Frozen foods,Liquor almost anything that the Horeca industry uses on a day to day basis.

What is HoReCa sales and marketing?


HoReCa Sales:

HoReCa stands for Hotel, Restaurant, Cafe. It’s an abbreviation used in Europe for the food service industry.

HoReCa is an iconic business term which primarily refers to a sector of the food service industry, to establishments which prepare and serve food and beverages. The term is a syllabic abbreviation to the words Hotels & Restaurant Category but to some it also may mean Hotel/Restaurant/Café (or Hotel/ Restaurant/ Caterer, or Hotel/Restaurant/Canteen) 



The management process through which goods and services move from concept to the customer. It includes the coordination of four elements called the 4 P’s of marketing:
 Identification, selection and development of a product,

Determination of its price,

Selection of a distribution channel to reach the customer’s place, and

Development and implementation of a promotional strategy.


What is the difference between HORECA and F&B?

F&b Service is the best place to work for in my opinion. Because “F&B is not a career ,its a lifestyle”.

It is the Point of sale ,so it helps you to improve as a salesman. At any point of life when you feel like you want to try other things in your career ,it provides an option.

It gives opportunity to interact with more people as compared to a Housekeeper . The guest you will meet and talk are big CEOs and Stars of their industry .They share thoughts with you . If you choose to work in a coffee shop of a 5* Hotel then you will met lot of guests staying in hotel, because most of them come to coffee shop for breakfast.


As an F&b personnel you get to see lot of variety of food and beverage which will enhance ur knowledge and help to understand food habits of people all around the world.

Working for long hours is difficult in starting of your career. As you get experience and use to doing you job it will become much more easier. As it was earlier suggested if you want change in your career and u will survive anywhere or everywhere.

F& b people are know for “ Work Hard and Party Harder”.

Along with the Salary Incentives are good and addition to that pretty handy tip. So, you might not need to touch your salary for extra expenses.

 You are working what we say “ in the moment”.So, you have to act quickly and accurately in all the circumstances.

Restaurant is risky, and there are so many factors at play, many, many restaurant startups never last beyond the first 3 to 6 months. Done well, though, it can be rewarding.

However, if what you mean by “good” is that you’re going to make it to the top easily, then the answer is no.

Having a business, especially a restaurant, or any food and beverage business, takes an incredible amount of hard work. You need to be clear in your goals, and above everything, love what you’re doing. 

 Sales for Horeca is different from FMCG sales, let us list down some key sales strategies for both (Horeca and FMCG) respectively;

Here are some of the proven and highly recommended sales strategies for HoReCa (HORECA)!


 Provide online facilities — As we are all aware of the pandemic, it has become necessary to provide online facilities because most people will not step out of their house in this situation. You can offer online ordering and home delivery facilities to increase your sales. In this way, people can discover you easily. Moreover, it gives you a competitive advantage if you are new to the industry. The more convenient your process, the more sales you generate.

Prioritize sanitization — One thing that you need to understand is that you must make sanitization your ultimate priority. The situation has made it tough to gain the trust of your customers. People are afraid and to eliminate this fear, you can make videos of your sanitization process and post it on your social media.

Create an amazing ambiance — When people go out for dinner or lunch, more than food, they look for an ambiance that could release their stress and add some music to their boring life. Build a lively atmosphere, and to do this you can use dim lights, turn up the music volume, add a screen to watch football or cricket matches, etc.


 Use social media smartly — Social media is the platform where you can find most of your prospective customers. It helps you move ahead of your physical location. You can do a lot through social media — post tempting pictures of your best food, post videos of any events that you organized, offer vouchers and discounts exclusively to your followers conduct online contests, etc. This will help you attract a lot of customers.

 Focus on the existing customers — When you are running a restaurant, gaining the loyalty of your customers is necessary so that they keep choosing you over your competitors. People talk and if you gain their loyalty, they will recommend you to your friends, family, and colleagues.

Build your menu carefully — Keep changing your menu and prices according to the need of the situation. Remove the dishes that your customers stop ordering. Do not overprice your dishes, the reason for your low sales may also be the high price listed in your menu. So, make sure that you keep your pricing strategy in place.


 List yourself online — This is pretty obvious that people will not just go out, find you on the street and enter. Most of them will search for restaurants around them, check the menu & ambiance and then, decide whether they want to go there or not. So, it is crucial to list yourself online. Whenever someone searches for a restaurant around them, your name would pop up and you will have a fair chance to impress them with your tempting pictures and services.

Here are some of the proven and highly recommended sales strategies for FMCG!

 Encourage large purchases — If you want to increase your sales, encourage a larger purchase by your dealer. You can do this by offering them an extra commission or discount on larger orders. Take into consideration the fact that your dealer might want to offer discounts to their customers.

 Maintain a good reputation — You must maintain a good reputation in the market. Dealers would only buy your product is they are confident enough to receive the supply on time. After all, no one wants to face unhappy clients.


 Provide after-sales customer support — Reliability attracts most of the customers. People will buy from you again and again if they believe that they can rely on you. Giving a warranty on your products, good customer support, and after-sales service can be a great way to gain their trust. One happy customer would bring a few more customers whereas one unhappy one will make you lose many.

 Establish a good relationship — Maintaining good relations with your dealers and suppliers can prove to be beneficial during the time of crisis. This not only helps you get enough support but also to keep a good reputation in the market.


Offer free samples — If you have enough capital resources to invest in your business, you can offer free samples of your product to build trust. Even though this advertisement is a bit costly, but it can boost your sales to another level and give you tremendous results.

 It’s not the product — It’s not the product, it’s the benefits that people purchase. Improve the results that your product gives to the consumers and you will find your sales figures increasing automatically. Prepare a list of the benefits provided by your product and target the right audience.


Product Differentiation — FMCG sector offers the same kind of products from different brands. It is necessary to gain a competitive advantage and give your customer some sort of unique benefit compared to your competitor. It can be in the form of offers, discounts, or unique packaging.

 Attractive packaging — Remember, the look and feel of your product’s packaging make the first impression on the consumer’s mind. Make sure it looks attractive and grabs the attention of your probable customers. If the look and feel of your product are not good enough, people won’t even take the opportunity to try them out.


 Fix the right price –Research about the market price properly and then determine the price of your product. The value that your product offers should be worth the price. If your price is high, make sure you deliver high-quality products. Otherwise, you are going to lose a good number of customers. Do not keep your price too low, or else it will lose its value.


What industries can I break into with my hospitality experience?

You can consider positions anywhere along the supply chain of your expertise. For example, some have taken the role of a consultant to recommend supplies to hotels, restaurants, or other related departments. Alternatively, you can consider a training position to train new blood to join the industry. Some have also joined management consultancy firms to help others to build a hospitality establishment.

A Bad Boss
 A Bad Match
 The Pay Sucks
 Unclear Expectations
 A Toxic Work Environment
 Lack of Predictability with Scheduling
 Not Enough Opportunities for Growth
No Recognition


 Closely work with chefs and take part in trials and workshops focused on the HORECA segment to understand the chefs needs.

Team DigitalGumma

A Professional Team Of Over 25 years of experience in Sales & Marketing operations, Channel (Direct & Indirect) Development and Distribution, and Key Account Management in the FMCG Sector. AREAS OF EXPERTISE Sales & Marketing: Conceptualizing and implementing sales promotional strategies as a part of brand building and market development effort. Business Development: Handling infrastructure development of sales & distribution systems and increasing coverage & penetration to have maximum market share. Channel Management: Identifying and networking with financially strong and reliable dealers/channel partners, Super Stockist, C&F resulting in deeper market penetration and reach. Ensuring cost-effective logistic operations & seamless materials movement to ascertain sufficient inventory levels at each sales outlet/ distribution channel. Evaluating performance & monitoring distributor sales and marketing activities. website has everything you need to create a fully personalized, high-quality free showcase website. Get the word out about all the amazing things you’re doing. Easily email your contacts or share on social media to tell everyone you know. Sell Anything Anywhere To Anyone. is a business development platform motivated to ideate connect propagate to millions of users worldwide. Create a beautiful, professional web presence. Our expert team members collaborate across digital marketing specialties to produce powerful results. Build your next digital marketing plan utilizing the latest internet technology, explode your online presence with a Fully Managed SEO program, and maximize your profits.

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