In present market condition the performance of an individual enterprise rests on the strengths and weaknesses of the partners in its supply chain. There are a number of links with the other organization viz suppliers, customers, third party logistics provider and intermediaries. Supply chain management is typically viewed to lie between fully vertically integrated firm, where the entire material flow is curved by a single firm and those where each channel member operator independently. So co-ordination between various members in the chain is an important task for effective management. Presently, the Indian Fast Moving Consumer Goods sector stands at fourth largest in the Indian economy with its market size of about 13.1 billion dollars. FMCG market has shown primarily expended is the urban segment due to easy reach to the consumers but the rural customer’s segment is lagging behind due to weak distribution channel system coupled with low purchasing power of buyers in the rural areas.