www.theinternationaljournal.org > RJSITM: Volume: 04, Number: 04, February-2015 Page 83 The Role of IT-Enabled Supply Chains on the Indian FMCG Market Prof.Kameswara Rao Poranki MBA.,PhD., Professor in Department of Marketing, FAFS, Al Baha University, Saudi Arabia (KSA) Email: kamesh_p2001@yahoo.com & Dr. Asif Perwej MBA.,PhD., Assistant Professor in Department of Management Studies, SIET, G. Noida - 201306, U.P (India) Email: dr.aasifperwej@gmail.com & Mrs.Nikhat Akhtar M.Tech, B.Tech Research Scholar Ph.D (Computer Science & Engineering), Department of Computer Science & Engineering, Babu Banarasi Das University, Lucknow, India E-mail: dr.nikhatakhtar@gmail.com Abstract In the present globalized Marketing environment, the marketers has a cherished dream to capture a sizeable market share compared to his competitors. Particularly, in the Indian context there are innumerable opportunities for FMCG (Fast Moving Consumer Goods)industry that has high potential to garner rich returns to various companies. The researchers of this paper has focused on how to get the benefit of latest IT technologies in the retail supply chains with reference to C class towns at Tamil Nadu. The main emphasis in this paper was to identify the strategies followed by various FMCG companies to improve close customer relationships. To this end a study was conducted to know the role of IT usage to improve the performance of retail supply chains. This paper is exploratory and descriptive in nature, wherein much of the information about the existing supply chains has been extracted through interviews with the retailers and wholesalers of FMCG majors. Originality/value: We have made a suitable study on how these latest developments in IT is being used in FMCG sector in India particularly in supply chain management. We have taken some C class towns in Tamil Nadu of India for the purpose of this study by discussions and observation and mainly the companies like Dabur and HLL have taken for this study. Keywords: BRICS, HLL, SCM, CRM, FMCG. QAD, ERP, VSAT and C&F etc Introduction It was interesting to note that a company called Future Supply Chain Solutions Ltd. which is situated in Mumbai, India believes that, there is a need for cutting-edge and contemporary supply chain management practices in India through implementation of global best practices, indigenized and best adapted for Indian conditions. Some of these practices are now a visible proof of supply chain modernization in India. This company identifies a network of Big Box logistics parks with Infrastructure, Technology & Automation, People, Systems & Processes and Knowhow; running in a seamless manner which has helped reduce Time-To-Market and Cost-To-Market and thereby help increase revenues and profitability of our customers. The researchers has taken the above company as an example and how they are helping the customers in improving supply chains and usage of IT. We can define that the Supply Chain Management is a set of activities undertaken to promote effective and efficient management of supply chains. Out of those activities could be supplier partnership, physical movement of goods, meeting customer demands and information sharing throughout the