Marketing used to be developing powerful brands and drive depth of distribution. However, over the last one decade evolution of modern trade has shifted the bargaining power. Markeitng is no longer what it used to be. Consumer understanding is imperative. Nonetheless , having strong relation with retailer along with great connectivity with the shoppers is new model for the modern marketing. We spend money to understand the consumers. Though, first contact with the brand is being made by shopper who is heavily dependent and most of the time driven by retailer.