Tata Consumer is positioning itself for a sharper, distribution-led growth as it goes for a sweeping revamp of its go-to-market (GTM) model amid rural demand outpacing urban and e-commerce contributing a fifth of sales, president and head, India sales, Punit Gupta told FE. The company, best-known for brands such as Tata Tea and Tata Salt, currently reaches about 4.5 million outlets across India, according to NielsenIQ estimates. Of this, nearly 1.8 million outlets form its direct distribution network, with an urban-rural split of roughly 60:40.