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There is a new, shiny marketing trend in Indian FMCG industry. Be it a liquid soap or candies, facelift cream or premium biscuits, marketers are just adding 'gold' before or after the brand name, because of which consumers are attracted to it. 
 
Let alone the FMCG market, even the mobile phones that have 'gold' added to their names or the names of the colour variants, are a hit in the market. 
 
Take, for example, Colgate came out with a new toothbrush, priced it aggressively at Rs 77 per piece, and named it ‘360 Charcoal Gold Toothbrush’. The product was a hit in the market. The tagline, "Wake up to a gold morning... with the gold standard of whole mouth cleaning", hits at Indians’ undying love for gold, which contributed to its popularity. 
 
"The country is besotted with gold. That cuts across the literate and non-literate; it cuts across social, economic, political and religious divides," Harish Bijoor, brand consultant, told <a href="http://economictimes.indiatimes.com/industry/cons-products/fmcg/fmcgs-new-marketing-mantra-is-to-brand-products-gold-and-consumers-dont-seem-to-mind/articleshow/53292120.cms">ET</a>. 
 
Bijoor added that companies now shy away from using platinum and silver, having tried it in the past and failing. "Indians don't understand platinum. And silver remains a distant second to gold," he said. 
 
Some other products that have added ‘gold’ to their names are: Marico's Parachute Gold hair oil, Reckitt Benckiser's Dettol Gold liquid soap and bar soap, confectionery category leader Perfetti Van Melle's Alpenliebe gold candies, and Mondelez's premium biscuit Oreo's Golden Oreo variant. 
 
However, adding ‘gold’ to the name doesn’t always mean that pricing has to necessarily be aggressive since the metal is not always used in the products. Sometimes, companies just want to attract users by this name. 
 
However, every trend is ‘in’ for a limited period of time. Therefore, there are chances that companies might be overplaying with the gold thing. 
 "Marketers attach the gold name to brands to convey quality and premiumness but it needs to be done intelligently, linking it to a good, better, best in their portfolio. Otherwise it loses relevance as different marketers use the gold name for entry-level as well premium-quality products," says Devendra Chawla, group president, food FMCG and brands, <keyword id="44949" type="CITY" weightage="100" keywordseo="Future-group">Future Group</keyword>. 
 
It remains to be seen when the FMCG marketers realise this threat. 
 
<a href="https://mohitze.files.wordpress.com/2015/03/treasure_treasure_chest_euro.jpg">Image source</a>

Indians are so fond of gold that they don’t mind shelling extra money for FMCG products with ‘gold’ in their names

India’s <a href="http://www.businessinsider.in/yourmoney/your-money/india-fmcg-sector-has-lost-rs3840-crore-last-month-thanks-to-demonetization/articleshow/56155564.cms">FMCG industry </a>has emerged as the highest paying industry in the country, with an average annual CTC of Rs 11.3 lakh across all levels and functions. 
 
As per a survey, the industry actively seeks qualified personnel in sales, marketing and supply chain management, and around 30% of jobs being posted are over 10 lakh category; this makes for the primary reason behind <a href="http://www.businessinsider.in/small-business/fmcgs-are-banking-on-better-consumption-post-note-ban-start-hiring/articleshow/56663012.cms">FMCG </a>industry’s victory. 
 
Also read: <a href="http://www.businessinsider.in/FMCG-products-with-gold-in-their-names/articleshow/53298776.cms">Indians are so fond of gold that they don’t mind shelling extra money for FMCG products with ‘gold’ in their names</a> 
 
Next in the line are the power and <a href="http://www.businessinsider.in/careers/IT-employees-need-to-upgrade-to-avoid-being-washed-up-by-digital-wave/articleshow/50011834.cms">IT </a>sectors, with average annual salaries of Rs 9.8 lakh and Rs 9.3 lakh, respectively. 
 
This was revealed by the 2017 Salary Trends Study released by Randstad. 
 
Also read: <a href="http://www.businessinsider.in/Google-the-most-attractive-employer-in-India/articleshow/47026889.cms">Google is the 'most attractive employer in India'</a> 
 
The fourth and fifth positions are taken by Pharma and healthcare (Rs 8.8 lakh) and telecom (Rs 8.7 lakh). 
 
"Today employers are cognizant of the fact that the right salary structure is one of the key strategies to attract, engage and retain top talent in the organisation and hence it is important to closely analyse the prevalent salary trends and make course corrections wherever necessary," said Moorthy K Uppaluri, MD &amp; CEO, Randstad India. 
 
Talking of location-specific salary trends, Bangalore tops the list to become the highest paying city in the country, with an average annual CTC of Rs 14.6 lakh across all levels and functions. 
 
Second position is grabbed by Mumbai (Rs 14.2 lakh) followed by Hyderabad (Rs 13.6 lakh) and NCR (Rs 13.5 lakh). 
 
Next in the list are Chennai (Rs 13.4 lakh), Pune (Rs 13.2 lakh), and Kolkata (Rs 11.4 lakh). 
 
Talking of jobs in demand across industries in the 6-10 years experience bracket, Core Java professionals emerged as the winners with an average annual CTC of Rs 18.06 lakh, followed by Digital Marketing professionals (Rs 17.09 lakh) and Testing Automation Engineers (Rs 14.67 lakh). 
 
For the survey, Randstad analysed around 1 lakh jobs across 20 industry verticals and 15 core functions. 
 
(Image source The Indian Talks)

Survey reveals FMCG to be India’s highest paying industry

New Delhi, Jan 24 () Haridwar-based Patanjali group, which has acquired debt-ridden Ruchi Soya, is expecting Rs 25,000 crore turnover this fiscal, and aims to become the country's largest FMCG company in coming years, Yoga Guru Ramdev said on Friday.
The company will register a joint turnover of Rs 25,000 crore in the current fiscal ending March 2020, in which around Rs 12,000 crore would be contributed by Patanjali group firms and Rs 13,000 crore will come from Ruchi Soya, he said.
"In next five years, we would have a turnover of around Rs 50,000 crore to Rs 1 lakh crore and will become the largest FMCG company, replacing HUL," Ramdev said.
Patanjali, which acquired Ruchi Soya in an Corporate Insolvency Resolution for around Rs 4,500 crore, is also looking to expand its product line.
"We will launch three new products under Nutrela brand targeting the health conscious people, targeting the people suffering from diseases such as heart, cholesterol and high blood pressure," he said.
These products will include premium Oil Nutrela Gold, Nutrela Honey and Nutrela Protein Atta.
"We are expecting three times growth from Ruchi Soya in coming years," Ramdev said, adding it will also lessen burden of import of edible oil from other countries and make India self dependent in this sector.
Patanjali will also continue to have Bollywood actress Madhuri Dixit as the brand ambassador for Ruchi Soya's Mahakosh range of products.
HUL, a market leader in the FMCG segment had reported a revenue of over Rs 38,000 crore in FY 2018-19 and this is expected to go up further with the merger with GSK Healthcare business.
Ramdev also said that over the next two years, 25 per cent shares of Ruchi Soya will have to be liquidated as per Securities and Exchange Board of India (Sebi) guidelines.
Commenting on the acquisition, Ramdev said the products of Ruchi Soya would not clash with Patanjali's product and add value to the customers.
With Ruchi Soya, it also aims to double its reach in next five years to 50 crore people from the existing 25 crore.
"We have target to expand our reach to 50 crore people in next five years," he said. KRH AKT
BAL

Patanjali group eyes Rs 25k crore turnover in FY20

New Delhi, Jan 24 () Haridwar-based Patanjali group, which has acquired debt-ridden Ruchi Soya, expects to have a turnover of Rs 35,000-Rs 40,000 crore in the next financial year and to become the largest company in the FMCG sector in the coming years replacing market leader HUL, said Yoga Guru Ramdev here on Friday.
 The company is expected to register a joint turnover of up to Rs 25,000 crore in the current financial year, in which around Rs 12,000 crore is likely to be contributed by Patanjali group firms and Rs 13,000 crore may come from Ruchi Soya, he said.
 After the acquisition of Ruchi Soya, Ramdev-promoted Patanjali expects threefold growth of the company and to become a major player in the edible oil category and take a lead in the domestic production of soyabean oil, sunflower oil and palm oil.
 Besides, it would also reduce India's dependency on imports in the edible oil segment and save foreign exchange reserve through self-reliance on palm oil.
 "This fiscal, Patanjali along with Ruchi Soya would have a turnover of around Rs 25,000 crore and expects to grow up to around Rs 35,000 crore-Rs 40,000 crore by the next fiscal year (FY21)," Ramdev said.
 He further said, "In next five years, we would have a turnover of around Rs 50,000 crore to Rs 1 lakh crore and will become the largest FMCG company, replacing HUL."
 Hindustan Unilever Ltd (HUL), market leader in the FMCG segment, had reported a revenue of Rs 38,224 crore in 2018-19 and this is expected to go up further with the merger with GSK Healthcare's business.
 When contacted, HUL spokesperson said, "As a policy, we do not comment on competition."
 Patanjali had acquired Ruchi Soya in a corporate insolvency resolution process for around Rs 4,350 crore after contesting with Adani Group.
 In the next two years, 25 per cent shares of Ruchi Soya will have to be liquidated as per the Securities and Exchange Board of India (Sebi) guidelines, said Ramdev.
 The company expects a higher growth coming from Ruchi Soya, where it is aiming multi-fold growth and is introducing new products by extending its existing popular brand Nutrela.
 "We will launch three new products under Nutrela brand targeting the health-conscious people and the people suffering from diseases such as heart ailments, cholesterol and high blood pressure," he said.
 These products will include premium Oil Nutrela Gold, Nutrela Honey and Nutrela Protein Atta.
 "We are expecting three times growth from Ruchi Soya in coming years," Ramdev said adding that it will also lessen the burden of import of edible oil from other countries and make India self-dependent in this sector.
 Both Patanjali and Ruchi Soya would integrate its products by leveraging their strengths and would enhance the respective production capacity and increase market share, he added.
 Patanjali will also continue to have Bollywood actress Madhuri Dixit as the brand ambassador for Ruchi Soya's Mahakosh range of products.
 Moreover, on being asked whether there would be competition between some products of Ruchi Soya and Patanjali Ayurved, Ramdev said the products of Ruchi Soya would not clash with Patanjali's product and will add value to the customers.
 With Ruchi Soya, it also aims to double its reach in the next five years to 50 crore people from the existing 25 crore.
 "We have target to expand our reach to 50 crore people in the next five years," he said adding that the Patanjali group is now providing employment opportunities to around two lakh people and a similar number of farmers and would continue to add the numbers in its fold.
 On being asked about the slowdown in the FMCG segment, Ramdev said it was a temporary phase, companies selling luxury products were mainly impacted and companies selling regular household consumption goods such as Patanjali Ayurved and Ruchi Soya were not impacted.
 "Our turnover and brand equity have actually increased. Our market share has also increased," he said adding that there is no plans for listing of Patanjali Ayurved. KRH HRS

Patanjali group eyes to be 40,000-crore company in 2020-21, aims to be largest FMCG firm

The Bombay High Court on Wednesday ordered fresh testing of <keyword id="92247" type="General" weightage="100" keywordseo="johnson-johnson" source="Orion">Johnson &amp; Johnson</keyword> <keyword id="1599878" type="General" weightage="20" keywordseo="baby-powder" source="Orion">baby powder</keyword> samples and permitted the company to manufacture the product but to not <keyword id="6368389" type="General" weightage="20" keywordseo="sell" source="Orion">sell</keyword> it, as per the Maharashtra government order. The company had filed a petition challenging two orders of the state government- one dated September 15 cancelling the license and the second dated September 20 ordering to immediately stop manufacturing and sale of the company's baby powder product. The orders were passed by the joint commissioner and licensing authority of the state <keyword id="54048" type="General" weightage="50" keywordseo="food-and-drug-administration" source="Orion">Food and Drug Administration</keyword> (<keyword id="6354656" type="General" weightage="80" keywordseo="fda" source="Orion">FDA</keyword>). The government based its orders on the report of the Central Drug Laboratory in Kolkata, which found the powder contained a higher pH level than prescribed. A division bench of Justices S V Gangapurwala and S G Dige on Wednesday directed the FDA to collect fresh samples from the company's factory in the Mulund area of Mumbai within three days. The sample would then be sent to three laboratories - two government labs and a private one - for testing. "The samples shall be sent to the <keyword id="580086" type="General" weightage="50" keywordseo="central-drug-testing-laboratory" source="Orion">Central Drug Testing Laboratory</keyword>, west zone, FDA lab and the Intertech Laboratory for testing," the court said. "The labs shall submit a report within one week thereafter," it added. Senior counsel Ravi Kadam, appearing for the company, sought that the court till then permits the company to at least start manufacturing the product. "The petitioner is restrained from selling or distributing the baby powder product by the government. The company shall abide by this order. If the company chooses to manufacture the product then it would be at their own risk," the bench said. The HC posted the matter for further hearing on November 30. The company had in its plea said 14 random batches of February, March and September 2022 were tested by an independent public testing laboratory and all were found to be well within the prescribed pH value. The leading Fast Moving Consumer Goods (FMCG) manufacturer said it has been making the baby powder at its Mulund plant for the last 57 years and its license was renewed in January 2020. The company also said due to the license revocation, it suffered a daily loss of Rs 2.5 crore based on the market value of the goods sold. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/startups/news/aye-finance-raises-rs-87-crore-from-swiss-impact-investor-blueorchard/articleshow/95558605.cms">Aye Finance raises Rs 87 crore from Swiss impact investor BlueOrchard</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/news/gold-gains-rs-320-silver-drops-rs-125/articleshow/95556031.cms">Gold gains Rs 320; silver drops Rs 125</a>

Bombay HC orders fresh testing of Johnson & Johnson baby powder; allows company to manufacture but not sell it

<div type="image" title="Indians are getting fancy, and they don&amp;#39;t mind paying a little extra if it means quality and luxury. Most consumer brands are witnessing an uptick in their premium product segment" msid="115018213" hostid="261" caption="&amp;lt;p&amp;gt;Indians are getting fancy, and they don&amp;#39;t mind paying a little extra if it means quality and luxury. Most consumer brands are witnessing an uptick in their premium product segment&amp;lt;/p&amp;gt;"></div> It's time to move over from plain, vanilla budget basics! Indians are no longer looking for “best purchases and value buys under Rs 1,000”—at least not as much as before. <keyword id="19895063" type="General" weightage="20" keywordseo="india" source="keywords">India</keyword>'s getting fancy, and how! From gold-flaked chocolates to swanky SUVs that look like they’re wheeled straight out of a Bollywood blockbuster, Indian companies are rapidly jazzing up their product lines, even faster than you can say the word "premiumization." But what does this mean for Indian companies and consumers? What is this jazz about premiumization all about? Is it just urban India that’s riding this wave, or has rural India also joined the bandwagon? We decode for you. <h2>What's premium, really?</h2>Imagine you’re eating Pav Bhaji at a roadside thela. Later during the day, you decide to dine out at a fancy, upmarket cafe, only to find Pav Bhaji Fondue on the menu. Same same, but much more expensive—often 5 to 10 times higher—for a little more hygiene and some better ambience! Think of premium products as this fondue. They are a notch up your regular, daily-use products soaps or shampoos, and even cars, all packaged luxuriously, offering just about the right touch of quality. The main differentiator, though, would be the price range. <h2>Driving home premium wellness</h2>A recent report by Nielsen suggests that over 70% of urban Indians are okay with paying a premium for their products. And companies are cashing in on this sentiment like never before. This explains why 58% of new products launched so far this year have been in the premium+ segment, as opposed to just 38% of new launches in regular, traditional trade. Take cars, for instance. Indians are no longer vying for a good old <keyword id="19950117" type="General" weightage="20" keywordseo="maruti" source="keywords">Maruti</keyword> 800 or <keyword id="20400567" type="General" weightage="20" keywordseo="alto" source="keywords">Alto</keyword>, traditionally known for their healthy mileage, but are rather happy investing in more swanky features that come along with high-end cars. In October 2024, India’s largest car manufacturer, <keyword id="19909974" type="General" weightage="20" keywordseo="maruti-suzuki" source="keywords">Maruti Suzuki</keyword>, sold 65,948 units of its compact cars like Swift, WagonR, Dzire, and more. Compared to the year-ago period, which saw sales of 80,662 units, this was an 18% dip. But take a look at their SUV (sport utility vehicle) sales for the same period. Cars like Brezza, Ertiga, and Grand Vitara sold about 70,644 units, a 19% uptick from the sales made in October 2023, i.e. 59,147 units. Simply put, when it comes to cars, Indians are saying the bigger, the better! The same is true for India's second biggest automobile manufacturer, Hyundai. Its SUV lineup made up a staggering 68.2% of the firm's total sales made for October 2024. What's more, SUV demand remained largely consistent across urban and rural markets. <h2>Consumers are inching up</h2>FMCG (fast-moving consumer goods) are also riding the premiumization wave, with Indians prioritizing their health and wellness and not bothered about dishing out a few extra bucks for the same! You’ll find no dearth of words like organic, vegan, gluten-free, and sugar-free, peppered generously over every product you’ll see today, be it soaps, juices, or more. No wonder then, sales from premium segments in 2024 make up around 27% of all FMCG sales and even contribute a massive 42% to the sector’s value growth in India. Nielsen report further adds that luxury brands that position themselves at twice the price of their category’s average are even witnessing stellar growth. In fact, for most FMCG brands like Tata Consumer Products, <keyword id="20002610" type="General" weightage="20" keywordseo="hindustan-unilever" source="keywords">Hindustan Unilever</keyword> (HUL), Dabur, and Nestle, it is this premium segment that is growing much faster than their regular ones. And it's not just about daily-use products; Indians are also taking their celebrations a step over. Spirits manufacturer <keyword id="20125704" type="General" weightage="20" keywordseo="radico-khaitan" source="keywords">Radico Khaitan</keyword> highlighted that for the first half of 2024, their prestige &amp; above segment made for 88.4% of its net sales value. In the same period, the regular popular segment accounted for just 9.1% of their net sales. From Hindustan Unilever, which saw its premium products grow 30% over the last quarter, to <keyword id="20521971" type="General" weightage="20" keywordseo="kingfisher" source="keywords">Kingfisher</keyword> beer's parent company, <keyword id="20124009" type="General" weightage="20" keywordseo="united-breweries" source="keywords">United Breweries</keyword>, whose premium product sales volume jumped by 27% during the quarter as opposed to just a 5% rise in overall volumes, everyone is seemingly taking their lifestyle a notch above. Per the Nielsen report, in 2024, a typical global consumer spends about $13.7k per year. This is set to grow by around 2.4% to $14k as early as next year. Even a report by Goldman Sachs also highlighted a similar trend, noting that India’s affluent class, or those earning over $10,000 (Rs 8,42,694.97), is set to reach 100 million in the next 3 years. And where will this consumer spend? On premium products! <h2>Online shopping shifts from mass to class</h2>Amazon’s Great Indian Shopping Festival, which was live between September 27 and October 29 this year, saw 140 crore customers, more than 85% of whom came from non-metro Indian cities. On the site, there was a 400% spike in sales in premium sales across categories like watches, fragrances, handbags, jewelry, and more. Rival <keyword id="19896939" type="General" weightage="20" keywordseo="flipkart" source="keywords">Flipkart</keyword> noted a similar trend, recording 1.8x growth in premium beauty and personal care products during the first half of this year. <h2>Dialing in premiumness</h2>The Indian smartphone ecosystem has always been dominated by basic phones, or those entry- and mid-range phones that are priced between Rs 10,000 and Rs 6,000. But that has changed in recent times, with premium smartphones (i.e., those priced over Rs 60,000) registering 20%+ growth in 2024. During the first quarter of this year, sales of mass phones (priced between Rs 10,000 and 20,000) reached 44%, compared to 51% in the year-ago period. But it's all sunny and shiny in the mid-premium (priced between Rs 40,000 and Rs 60,000) and super-premium segments (priced above Rs 60,000). Sales growth has burgeoned by as much as 27% and 86% in these categories, respectively. As India continues its march toward becoming the world's third-largest economy by 2027, the premium party is just getting started. Industry experts predict that premium segments will grow faster than you can say "sustainable organic handcrafted artisanal batch of coffee." So the next time you see someone dropping serious rupees on a fancy bottle of black water that also somehow plays music and tracks their hydration (yes, that's a thing), remember: This is just the trailer. Picture abhi baaki hai, mere dost! Do you have a topic in mind you'd want a simpler explanation for, or insights or experiences to share on personal finance and more? Contact us at businessinsider@timesinternet.in.

Simply Put: From Dal to Dolce—India is loving its luxury life

<ul><li>For the first time, cigarette business contributed to less than half of ITC’s total sales. </li><li>Since 1996, the non-cigarette business grew 21-fold. </li><li>Tough regulations and tax are posing challenges to the company’s cigarette business. </li></ul>It took over two decades but Indian Tobacco Company or ITC successfully transitioned from selling cigarettes to other businesses like fast moving consumer goods like wheat flour, ready-to-eat foods, shampoos and soaps amongst others. For the first time in its century-long history, cigarette business contributed to less than half of its total sales. For the financial year that ended in March 2019, the cigarettes business accounted for 45.8%, as per<a href="https://brandequity.economictimes.indiatimes.com/news/business-of-brands/how-itc-s-strategy-to-reduce-revenue-dependency-on-cigarettes-worked-in-its-favour/69781151"> an ET report</a>. ITC has since diversified into hotels, agriculture and FMCG. It now has successful brands under its kitty like Ashirwaad, the consumer wheat flour brand, Yippee which is a ready-to-eat snacks brand, Bingo chips and Vivel; apart from incense sticks. Moreover, ITC’s chain of hotels has 90 hotels in India, and is expanding internationally too. Since 1996, the non-cigarette business grew 21-fold, and it is also pushing in money behind it. As much as 80% of capital deployed is flowing into other businesses. Up in Smoke The 109-year-old company which started as Imperial Tobacco Company while the country was still under British rule, shed its reliance exclusively on tobacco 60 years into business. The company had predicted decades back that times will get tough for this business, and moved into other areas. And, its predictions have come true, affecting its flagship business. Tough regulations and taxes in the industry are posing challenges to the company’s cigarette business with over 15 popular brands that include Gold Flake, Navy Cut, Players, Scissors and Capstan. “A punitive and discriminatory taxation and regulatory regime, together with sharp increase in illegal trade in recent years, continue to pose significant operating challenges to the legal cigarette industry in the country,” ITC said in its annual report, released on June 13. The taxation on cigarettes after the implementation of Goods and Services Tax, went up by 20%. Between 2011-12 and 2017-18, the tax on cigarettes has trebled. In fact, cigarettes are the most taxed tobacco item, as it is 55 times higher than other tobacco products, effectively turning smoking, unaffordable.

You Searched For "FMCG gold products" and got 7 results

Indians are so fond of gold that they don’t mind shelling extra money for FMCG products with ‘gold’ in their names

BI India Bureau

Survey reveals FMCG to be India’s highest paying industry

Patanjali group eyes Rs 25k crore turnover in FY20

PTI

Patanjali group eyes to be 40,000-crore company in 2020-21, aims to be largest FMCG firm

PTI

Bombay HC orders fresh testing of Johnson & Johnson baby powder; allows company to manufacture but not sell it

PTI

Simply Put: From Dal to Dolce—India is loving its luxury life

Ira Alok Puranik

As cigarette business goes up in smoke, ITC pads itself with candy and curds

Katya Naidu

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