Biscuit is one of the preferred food products in Indian market. One of the key reasons driving preference amongst masses is its affordable pricing wherein a biscuit packet can be purchased starting at Rs. 3 per unit. Going by its low affordability levels, biscuits have become one of the popular packaged food products in Indian Market. Amidst changing consumer preferences, companies are launching innovative products, in order to stay ahead of others. Consumers are looking for product availability at an arm’s length. India being a geographically vast spread market, Distribution Reach till the last mile is one of the crucial elements which determines Revenue and Market Share Growth for any biscuit player. Channel intermediaries are thus one of the very important links, as they help companies in making the products available to the end consumer. They also interact directly with the end consumer and influence customer preferences. It goes without saying that higher level of retailer satisfaction will command a higher degree of brand advocacy for any brand. Retailers expect a good service from distributors and quality of service received impacts their satisfaction levels. A study on this subject was conducted amongst 382 biscuit selling retailers of Khordha, Puri and Cuttack districts of Odisha. Service has been studied across Product Availability, Service Quality, Damage & Expiry Products settlement and Payment Flexibility. This study aims to study service dimension and comprehend its relevance to retailer’s satisfaction regarding Distribution Channel Strategy of Britannia. Findings of this study are likely to help companies build right set of Distribution Policies which will enable them to fulfil the expectations of the retailers