A channel of distribution refers to the path through which goods and services move from the producer to the final consumer. It is an important element of the marketing system because production alone cannot create value unless products are made available to customers at the right place and at the right time. Distribution channels perform several functions, such as transportation, storage, promotion, financing, risk bearing, negotiation, and transferring ownership. Depending upon the number of intermediaries involved, channels of distribution can broadly be classified into direct and indirect channels. A direct channel of distribution is a channel in which the producer or manufacturer sells products directly to the final consumer without using independent intermediaries such as wholesalers, distributors, or retailers. The basic structure is Producer → Consumer. In this system, the producer maintains direct contact with customers and is responsible for marketing, selling, delivering, and often providing after-sales services. Direct distribution can take several forms. A manufacturer may operate its own retail outlets where customers purchase products directly. Companies can also use sales representatives, telephone selling, mail orders, catalogues, websites, mobile applications, or social media platforms to sell directly to consumers. For example, a manufacturer selling customized furniture directly to customers through its own website is using a direct distribution channel. Similarly, farmers selling agricultural products directly to consumers at farmers' markets are following a direct channel. The major advantage of direct distribution is greater control over the marketing process. Since there are no independent intermediaries, the producer can control product presentation, pricing, customer service, and promotional activities more effectively. Direct interaction also enables the producer to understand customer needs, preferences, complaints, and buying behaviour. This information is valuable for product development and marketing decisions. Another important advantage is the possibility of higher margins. Since wholesalers and retailers are eliminated, the producer does not have to share the selling price with several intermediaries. The producer can either retain a larger profit margin or offer the product to customers at a competitive price. Direct distribution may also make it easier to build strong relationships with customers and