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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

Mumbai, Jan 21 () The Rs 4-lakh crore FMCG sector will close fiscal 2020 with a 9 per cent growth, down 4 percentage points and a jump in rural buying will lift the same to 11 per cent in fiscal 2021, a report said on Tuesday.
 The recovery in growth for the fast moving consumer goods (FMCG) sector will begin playing out from March-April 2020 riding on a jump in farm incomes, Crisil Ratings said in its report.
 The estimate comes amid reports of a sharp fall in overall consumption, with one media report also claiming that there has been a de-growth in the activity for the first time in four decades. This dip in consumption is one of the most important factors dragging down the GDP growth.
 Better storage levels in reservoirs, which are over 40 per cent higher than the year-ago period due to better rains, an 8 per cent increase in winter crop output and better visibility for the upcoming seasons will lift the rural consumption, it said.
 "Higher spending by the government on rural infrastructure could benefit rural incomes and thereby demand for FMCG products," its senior director Anuj Sethi said.
 He added that urban areas growth for the FMCG sector is unlikely to improve over the 8 per cent level due to a growth in modern retail.
 However, the growth will not be uniform across companies, the rating agency said after an analysis of 57 companies which account for half of the industry's revenues.
 Packaged food segment, which accounts for 50 per cent of the industry's revenues will continue to grow at up to 10 per cent in fiscal 2020 and inch up to 12 per cent in fiscal 2021 on a shift to branded products and deeper penetration of product segments, it said.
 The personal and home care segment, which accounts for a third of FMCG revenue, is also likely to see recovery in growth to 8-9 per cent in fiscal 2021 from 6-7 per cent in fiscal 2020 it said, attributing the slower growth to a focus on discretionary spend-driven products in the segment.
 The agency said it expects the operating profits of companies to remain healthy at up to 20 per cent level despite a hit of up to 1.5 percentage points on raw material costs and promotional expenses.
 "The credit profiles of FMCG companies are likely to remain stable, supported by well-capitalised balance sheets," Sushant Sarode, its associate director, said. AA SHW
SHW

FMCG sector to expand at 9 pc in FY20, growth to improve in FY21: Report

<ul><li>Chemspec Chemicals is looking to raise ₹700 crore through a complete offer for sale by promoters.</li><li>Chemspec Chemicals is one of the leading manufacturers globally of critical additives for FMCG ingredients used in skin and hair care products, and intermediates for active pharmaceutical ingredient (APIs) used in antihypertensive drugs.</li><li>The company exports products to 42 countries in North America, Europe, Asia Pacific region, the Middle East and Africa. </li></ul> The year 2021 continues to witness a barrage of initial public offerings (IPO). Here is another, which is gearing up for a listing soon. The chemical manufacturing company filed a draft red herring prospectus (DRHP) on July 14. A DRHP is filed when a company is planning to raise money from and it provides details about its business operations and financials. The company is looking to raise ₹700 crore through a complete offer for sale (OFS) by existing promoters Bhaichand Amoluk Consultancy Services (₹233 crore), Mitul Vora (₹233 crore) and Rushabh Vora (₹233 crore). Chemspec Chemicals is one of the leading manufacturers, globally, of critical additives for fast moving consumer goods (FMCG) ingredients used in skin and hair care products, and intermediates for active pharmaceutical ingredient (APIs) used in antihypertensive drugs. As part of its FMCG product portfolio, it manufactures active ingredients used in sunscreen lotions and creams, antibacterial soaps, anti-dandruff shampoos, and preservatives. The Company is also the largest manufacturer of ‘piroctone olamine’ in India, and the largest producer of ‘chemilide’ (an antibacterial ingredient) in the world with an approximate market share of 70% market share. Its clientele include Beiersdorf AG, Unilever Supply Chain Company AG, L’Oreal, DSM Nutritional Products, Godrej Consumers Products, Glenmark Life Sciences, Dr. Reddy's Laboratories, CTX Lifesciences etc. Over the years, the company has evolved from a local supplier to FMCG companies in India to a supplier to multinational FMCG companies in 43 countries across five continents. Revenue from such companies constituted 86.67%, 88.88% and 89.76% of total revenue from operations in FY21, FY20 and FY19 respectively. The company manufactures these products at Taloja facility in Maharashtra. It has been exporting its products to 43 countries in North America, Europe, the Asia Pacific region (APAC) including Japan, the Middle East and Africa <table style="border-width: initial; border-style: none;"></colgroup><tbody><tr><td style="border-left:solid #000000 0.8333325pt;border-right:solid #000000 0.8333325pt;border-bottom:solid #000000 0.8333325pt;border-top:solid #000000 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">Particulars </td><td style="border-left:solid #000000 0.8333325pt;border-right:solid #000000 0.8333325pt;border-bottom:solid #000000 0.8333325pt;border-top:solid #000000 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">FY19 </td><td style="border-left:solid #000000 0.8333325pt;border-right:solid #000000 0.8333325pt;border-bottom:solid #000000 0.8333325pt;border-top:solid #000000 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">FY20 </td><td style="border-left:solid #000000 0.8333325pt;border-right:solid #000000 0.8333325pt;border-bottom:solid #000000 0.8333325pt;border-top:solid #000000 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">FY21 </td></tr><tr><td style="border-left:solid #000000 0.8333325pt;border-right:solid #000000 0.8333325pt;border-bottom:solid #000000 0.8333325pt;border-top:solid #000000 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">Revenue </td><td style="border-left:solid #000000 0.8333325pt;border-right:solid #000000 0.8333325pt;border-bottom:solid #000000 0.8333325pt;border-top:solid #000000 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">₹ 335 crore </td><td style="border-left:solid #000000 0.8333325pt;border-right:solid #000000 0.8333325pt;border-bottom:solid #000000 0.8333325pt;border-top:solid #000000 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">₹ 607 crore </td><td style="border-left:solid #000000 0.8333325pt;border-right:solid #000000 0.8333325pt;border-bottom:solid #000000 0.8333325pt;border-top:solid #000000 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">₹ 510 crore </td></tr><tr><td style="border-left:solid #000000 0.8333325pt;border-right:solid #000000 0.8333325pt;border-bottom:solid #000000 0.8333325pt;border-top:solid #000000 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">Profit </td><td style="border-left:solid #000000 0.8333325pt;border-right:solid #000000 0.8333325pt;border-bottom:solid #000000 0.8333325pt;border-top:solid #000000 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">₹ 5 crore </td><td style="border-left:solid #000000 0.8333325pt;border-right:solid #000000 0.8333325pt;border-bottom:solid #000000 0.8333325pt;border-top:solid #000000 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">₹ 60 crore </td><td style="border-left:solid #000000 0.8333325pt;border-right:solid #000000 0.8333325pt;border-bottom:solid #000000 0.8333325pt;border-top:solid #000000 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">₹ 81 crore </td></tr></tbody></table> The company’s peers including SRF, Vinati Organics, Galaxy Surfactants and so on have delivered good double digit returns in the last six months . <table style="border-width: initial; border-style: none;"></colgroup><tbody><tr><td style="border-left:solid #000000 0.8333325pt;border-right:solid #000000 0.8333325pt;border-bottom:solid #000000 0.8333325pt;border-top:solid #000000 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">Peer companies </td><td style="border-left:solid #000000 0.8333325pt;border-right:solid #000000 0.8333325pt;border-bottom:solid #000000 0.8333325pt;border-top:solid #000000 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">Stock returns in Jan 2021-June 2021 </td></tr><tr><td style="border-left:solid #000000 0.8333325pt;border-right:solid #000000 0.8333325pt;border-bottom:solid #000000 0.8333325pt;border-top:solid #000000 0.8333325pt;vertical-align:bottom;background-color:#ffffff;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">Galaxy Surfactants </td><td style="border-left:solid #000000 0.8333325pt;border-right:solid #000000 0.8333325pt;border-bottom:solid #000000 0.8333325pt;border-top:solid #000000 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">50% </td></tr><tr><td style="border-left:solid #000000 0.8333325pt;border-right:solid #000000 0.8333325pt;border-bottom:solid #000000 0.8333325pt;border-top:solid #000000 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">Vinati Organics </td><td style="border-left:solid #000000 0.8333325pt;border-right:solid #000000 0.8333325pt;border-bottom:solid #000000 0.8333325pt;border-top:solid #000000 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">50% </td></tr><tr><td style="border-left:solid #000000 0.8333325pt;border-right:solid #000000 0.8333325pt;border-bottom:solid #000000 0.8333325pt;border-top:solid #000000 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">Aarti Industries </td><td style="border-left:solid #000000 0.8333325pt;border-right:solid #000000 0.8333325pt;border-bottom:solid #000000 0.8333325pt;border-top:solid #000000 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">38% </td></tr><tr><td style="border-left:solid #000000 0.8333325pt;border-right:solid #000000 0.8333325pt;border-bottom:solid #000000 0.8333325pt;border-top:solid #000000 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">SRF </td><td style="border-left:solid #000000 0.8333325pt;border-right:solid #000000 0.8333325pt;border-bottom:solid #000000 0.8333325pt;border-top:solid #000000 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">27% </td></tr><tr><td style="border-left:solid #000000 0.8333325pt;border-right:solid #000000 0.8333325pt;border-bottom:solid #000000 0.8333325pt;border-top:solid #000000 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">Fine Organic </td><td style="border-left:solid #000000 0.8333325pt;border-right:solid #000000 0.8333325pt;border-bottom:solid #000000 0.8333325pt;border-top:solid #000000 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">15% </td></tr><tr><td style="border-left:solid #000000 0.8333325pt;border-right:solid #000000 0.8333325pt;border-bottom:solid #000000 0.8333325pt;border-top:solid #000000 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">PI Industries </td><td style="border-left:solid #000000 0.8333325pt;border-right:solid #000000 0.8333325pt;border-bottom:solid #000000 0.8333325pt;border-top:solid #000000 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">28% </td></tr><tr><td style="border-left:solid #000000 0.8333325pt;border-right:solid #000000 0.8333325pt;border-bottom:solid #000000 0.8333325pt;border-top:solid #000000 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">Navin Fluorine </td><td style="border-left:solid #000000 0.8333325pt;border-right:solid #000000 0.8333325pt;border-bottom:solid #000000 0.8333325pt;border-top:solid #000000 0.8333325pt;vertical-align:bottom;padding:2pt 2pt 2pt 2pt;overflow:hidden;overflow-wrap:break-word;">42% </td></tr></tbody></table> SEE ALSO: <a href="https://www.businessinsider.in/stock-market/news/g-r-infraprojects-ipo-makes-a-strong-listing-on-exchanges-with-over-100-premium-shares-open-at-1700/articleshow/84542747.cms">G R Infraprojects IPO makes a strong listing on exchanges with over 100% premium, shares open at ₹1700 </a> <a href="https://www.businessinsider.in/stock-market/news/clean-science-and-technology-ipo-shares-list-at-100-premium-on-exchanges/articleshow/84542576.cms">Clean Science and Technology IPO: Shares list at 100% premium on exchanges </a>

Another IPO coming your way: Chemspec Chemicals looks to raise ₹700 crore through public listing

The trend started in 1983, when Cavin Kare introduced the most innovative packaging concept in India’s fast-moving consumer goods (<keyword id="34523" type="CITY" weightage="60" keywordseo="fmcg">FMCG</keyword>) history by launching its Chik <keyword id="44692" type="UNKNOWN" weightage="100" keywordseo="Shampoo">shampoo</keyword> in sachets for Rs 1. That one step revolutionized not just the shampoo segment, but also the entire FMCG sector in the country, and today, sachets make up for more than 75% of the total volume of the shampoo segment. Since then, sachets have played quite a role in mobilizing FMCG products in India. Sachets have now become popular in the skincare and haircare segment too, including face creams, face wash, hair color etc. Can sachets create the same magic for the entire skincare and haircare segment, like it did for shampoo?

	The new wave of sachets<o:p></o:p>

	Gujarat-based company, <a href="http://www.business-standard.com/search?type=news&amp;q=Zydus">Zydus </a>Wellness, (which has brands like Sugar Free, <a href="http://www.business-standard.com/search?type=news&amp;q=Nutralite">Nutralite </a>and <keyword id="1162382" type="UNKNOWN" weightage="80" keywordseo="EverYuth">Everyuth</keyword>) recently launched facewash in sachet, a first in the product category. These sachets are priced at Rs 1.

	According to experts, this can be a breakthrough for the brand in the face wash category, especially with all the big brands wrestling it out in this field. The sachet strategy gives Everyuth an advantage, especially in the rural areas and villages, where face wash is not a regular product. This can help the brand boost its volumes and capture the bottom of the pyramid in this product category. If <keyword id="178761" type="COMPANY" weightage="80" keywordseo="Hindustan-Unilever-Limited">Hindustan Unilever Limited</keyword> (HUL) decides to follow this strategy for face wash, it can win more consumers thanks to its strong distribution network in the hinterlands of the country.

	HUL had applied the sachet strategy for its flagship fairness brand <keyword id="413087" type="UNKNOWN" weightage="80" keywordseo="Fair-Lovely">Fair &amp; Lovely</keyword> cream a few years ago. In fact, market reports suggest that sachets account for more than 50% of Fair &amp; Lovely’s sale in India. Encouraged by the success of sachets in fairness cream category, Garnier skin naturals launched Garnier Fair Miracle and Garnier White in Rs 10 sachet to capture the market.

	Next in sachet category is hair colour creams. To compete with powder hair dye which is preferred by masses, L'Oreal launched its hair colour, Garnier Black Naturals, in a sachet of just Rs 39, whereas any other cream-based hair colour costs Rs 100. This clearly gives Garnier Color Naturals an edge in the mass market. This helps the product increase its overall sales. This is quite a shift in strategy for the brand as globally, it prices its products higher but in India, it is targeting the lower-end customer.

	Clearly, one can see that sachet packaging is increasingly being adopted by various companies in skincare and haircare category to tap the bottom of the pyramid of India’s FMCG market.

	Why sachets work in the Indian market<o:p></o:p>

	The question that comes to one’s mind is what makes sachets such a success in the Indian market. Firstly, Indian consumers are always up for value for money. Through sachets, they get to use an expensive product for a very low cost. Secondly, due to the low cost, new consumers who have never tried the product/brand are more inclined to give it a try. After a few uses, some of these consumers may upgrade to other products of the brand.

	Way forward for FMCG marketers<o:p></o:p>

	Certainly, there lies a big opportunity for marketers in the skincare and haircare categories. They can expand their consumer base by utilizing the real potential of sachets in many sub categories of the cosmetic segment, which are not so popular among the masses, like anti-aging creams, sunscreen, night creams, etc. Sachets can really be a complete game changer for marketers in these categories and even others. <o:p></o:p>

How Are Sachets Changing The Game In Skin And Haircare

<ul><li>Out-of-home to bounce back from COVID-19 slump with 9% annual growth</li><li>Total FMCG adspend to exceed 2019 levels of spending in 2023</li><li>China leads digital transformation with 71% of FMCG budgets spent digitally</li></ul>Zenith forecasts that fast-moving consumer goods (FMCG) food and drink brands will increase their ad expenditure on digital channels by 7% a year to 2023, according to its Business Intelligence – FMCG Food and Drink report, published today. That’s well ahead of the 4% annual growth forecasts for FMCG adspend as a whole in the 12 markets included in this report*. <keyword id="417653" type="COMPANY" weightage="20" keywordseo="FMCG-brands">FMCG brands</keyword> still rely heavily on traditional TV, spending 39% of their budgets on <keyword id="1376766" type="PERSON" weightage="20" keywordseo="Television-advertising">television advertising</keyword> in 2020, compared to 24% for the average brand. Excluding China, where FMCG brands have already adopted <keyword id="169310" type="PERSON" weightage="20" keywordseo="digital-advertising">digital advertising</keyword> as their main form of commercial communication, FMCG brands spent 52% of their budgets in television, compared to an average of 26%. Their principal goal is to maximise brand awareness and reach so they are front of mind at the point of purchase for as many consumers as possible. This is something that TV has historically excelled at, but its declining reach – particularly among the young – is making it less effective. FMCG brands are therefore following audiences to digital channels. Zenith forecasts that FMCG digital adspend will increase from US$12.3bn in 2020 to US$14.9bn in 2023, and that its market share will rise from 46% to 49%. After the pandemic gave FMCG ecommerce its urgent stimulus in 2020, brands will look to support and expand their ecommerce capabilities, channelling consumers to DTC operations or retail partnerships. But the big challenge will lie in using digital to replace television effectively – creating large-scale brand awareness while managing frequency. The rise of Subscription Video on Demand (SVOD), which locks away high-value audiences from direct advertising, will make this even harder, as will the end of third-party cookies. “FMCG brands need a new comprehensive approach to reach-based planning,” said Ben Lukawski, Global Chief Strategy Officer, Zenith. “That means combining TV, paid advertising in online video, virtual placement in SVOD platforms and perhaps even a presence in gaming, using first-party and second-party data to prevent duplication and optimise incremental reach.” Out-of-home is the exception to the declining reach of traditional media. As traffic returns to normal after the COVID-19 slump, the spread of digital displays will make it even more effective at reaching consumers with targeted and relevant ads near the point of sale. FMCG out-of-home advertising is forecast to grow by 9% a year from 2020 to 2023, while its market share rises from 6.1% to 7.0%, slightly ahead of its pre-pandemic share of 6.8% in 2019. FMCG adspend to track total market growth as it recovers from 11% slump in 2020 Ad expenditure by FMCG brands fell more sharply than the ad market as a whole in 2020, shrinking by 10.7% to US$26.7bn. This was not because of any shortfall in demand. On the contrary, demand soared as people stopped eating in restaurants, cafes and bars and shifted consumption to the home. Instead, FMCG companies were faced with the challenge of ramping up production while supply chains were disrupted, and using limited available distribution to get their products onto shelves in stores, or to consumers’ homes. Many FMCG companies therefore cut back on promotional activity for products they couldn’t get to consumers quickly enough to satisfy demand, and invested in distribution infrastructure instead, especially ecommerce operations and partnerships. Zenith forecasts that the recovery of FMCG adspend will roughly track the market as a whole in 2021-2023. A bounce-back is almost inevitable in 2021 given the comparison with the sharp drop-off in 2020, particularly during Q2, though it will still be 6% below 2019 levels. FMCG companies face uncertainty over how quickly consumers will return to shops, and how much their behaviours have been permanently affected by the pandemic. However, now that FMCG ecommerce infrastructure is being put in place, brands will need to increase their investment in advertising to support it. Zenith forecasts 4.4% annual growth in FMCG adspend between 2020 and 2023, reaching US$30.3bn in 2023. At this point it will have fully recovered from the pandemic-induced drop in adspend, exceeding 2019 levels of spending by US$0.5bn. India leads adspend growth but China leads digital transformation Zenith forecasts that India will be the fastest-growing market by some distance over the next three years, with FMCG adspend expanding by 14% a year. It will benefit from blossoming consumer demand as disposable incomes rise rapidly, coupled with the catch-up expansion of the underdeveloped ad market: advertising accounts for only 0.3% of India’s GDP, less than half of the global average of 0.7%. All of the other markets in the report are predicted to grow steadily at between 2% and 5% a year. Jai Lala, CEO, <keyword id="3929120" type="DOMAIN" weightage="20" keywordseo="zenith-india">Zenith India</keyword> said, “FMCG growth will continue to be robust considering various reasons. Firstly, despite the pandemic, it is one category where the demand is constant, if not seen increasing. Secondly, with evolving consumer demand, FMCG continues to see a slate of new product launches and category expansion. Lastly, with the vast population being in Tier 2 and rural areas - it is one untapped potential market where the FMCG brands continue to increase penetration.” China stands out as the market where brands have most rapidly embraced ecommerce and digital advertising. In 2020, Chinese FMCG brands spent 71% of their budgets on digital advertising, compared to 46% across all 12 markets. Here, these brands focus on online video, which has a high and broad reach, and is open to commercial partnerships. This can mean advertising in online shows, or special livestreams by influencers, in which viewers can directly purchase the items being demonstrated. They also routinely advertise on ecommerce platforms to drive sales at the point of purchase. Chinese FMCG brands spent 35% of their total budgets on online video and 13% on ecommerce advertising in 2020. “Ecommerce will be the key battleground for FMCG brand growth over the coming years,” said Jonathan Barnard, Head of Forecasting, Zenith. “Western brands should look to China for best practice in using digital communication to drive FMCG ecommerce sales.” *The 12 markets included in this report are Australia, Canada, China, France, Germany, India, Italy, Russia, Spain, Switzerland, the UK and the US, which between them account for 73% of total global adspend. FMCG food and drink includes all packaged foods and soft drinks.

India will be the fastest-growing advertising market over the next three years, with FMCG adspend expanding by 14% a year: Zenith Report

<ul><li>E-commerce currently contributes 2% to the FMCG market.</li><li>Metros lead the <keyword id="8408593" type="UNKNOWN" weightage="20" keywordseo="e-commerce-fmcg">e-commerce FMCG</keyword> race with a 6% contribution from the channel to total FMCG sales. </li><li>Foods is the biggest contributor with 44%, then it is personal care (40%) and household care (13%). </li></ul><keyword id="6456080" type="ORGANIZATION" weightage="20" keywordseo="nielsen">Nielsen</keyword> India expects the Fast Moving Consumer Goods sales coming from the e-commerce channel to grow to $4 billion by 2022. The channel contributes 2% to the current FMCG market. These are insights were a part of Nielsen’s recently launched <keyword id="8408596" type="UNKNOWN" weightage="20" keywordseo="e-trak-index">E-Trak Index</keyword> - a measurement solution that tracks the FMCG e-commerce industry. The solution is created using aggregated ePOS (electronic point of sale) data from co-operating e-commerce players and data science backed estimation for non-cooperating e-commerce players in India. The index adds a crucial element to the Retail Measurement Services that Nielsen provides by adding a view of the FMCG E-commerce space for All India Metros currently - with monthly read for Total FMCG, Super-categories, Category level for about 20 categories and for 11 categories at a top manufacturer level. Manufacturers and marketers get data, information and insights that can be further used to hone their e-commerce channel sales strategy to help shape a smarter market. Metros lead the e-commerce FMCG race with a 6% contribution from the channel to total FMCG sales. Amongst these, Foods is the biggest contributor with 44%, followed by personal care (40%) and household care (13%). Narrowing in on the value contribution of e-commerce to Metro sales categories with the channel, diapers contribute 26% to the sales; followed by skin creams (12%) and shampoo (10%). <keyword id="3017476" type="PERSON" weightage="20" keywordseo="Prasun-Basu">Prasun Basu</keyword>, South Asia Zone President, Nielsen Global Connect, said, “Measurement is necessary. Measurement is difficult. Best possible measurement.” Explaining it further, Basu adds, “Data and insights from Nielsen’s Retail Measurement Services continue to provide an essential foundation for manufacturers and marketers to understand their market. In this rapidly evolving world of commerce, India’s FMCG industry is now making its presence felt in the E-Comm channel - appealing to consumers’ need for convenience, and in sync with increasing smartphone and internet penetration. To give a truly complete picture of the changing marketplace, we are happy to announce that Nielsen India has launched a specific E-Trak index that will now measure FMCG consumer offtake in the E-Comm space - marrying this with trends seen in modern and traditional trade to get a read on omnichannel in the country.” <keyword id="8408595" type="UNKNOWN" weightage="20" keywordseo="Sharang-Pant">Sharang Pant</keyword>, Head-Retail Measurement Services and Retailer Vertical, South Asia, Nielsen Global Connect said, “While the foundation is taking shape, E-comm’s dynamic nature has made it a disruptor in the marketplace. E-Comm has seen a transformative journey and is now a $1.2Bn Industry growing from 0.5% contribution in 2016 to a 2% contribution in 2019, and slated to be 5% in 2022 - this is in half the time that brick and mortar retail took to evolve. That said, these channels are not cannibalizing each other, and all continue to grow with E-Comm outpacing modern trade and traditional trade. The view that Nielsen presents on understanding channel, category and consumer trends will directly help players understand the right strategy in terms of assortment, pricing and positioning to win with the evolving consumer.” <keyword id="8408594" type="UNKNOWN" weightage="20" keywordseo="Nitya-Bhalla">Nitya Bhalla</keyword>, Head- Data Science, South Asia, Nielsen Global Connect, said, “Given the significance of the channel from both a current as well as future perspective, Nielsen has built a unique state of the art hybrid model for estimating this dynamic and growing channel. The methodology involves leveraging data from key collaborating E-tailers in the FMCG space. We then use crowd sourced data coupled with machine learning techniques from a panel of 200K+ consumers to estimate the Ecommerce sales for FMCG products.”

Nielsen expects FMCG e-commerce to grow at 44% CAGR to $4 Billion by 2022

A few days ago, yoga guru <keyword id="6355107" type="PERSON" weightage="100" keywordseo="Baba-Ramdev">Baba Ramdev</keyword> had taken a <a href="http://www.businessinsider.in/Weirdest-comment-of-the-day-Ramdev-Baba-says-Patanjali-will-shut-the-gate-in-Colgate-make-Nestles-bird-disappear/articleshow/52027530.cms">direct dig</a> at the rivals of his FMCG firm <keyword id="6356684" type="UNKNOWN" weightage="100" keywordseo="patanjali">patanjali</keyword>, saying, "Patanjali will shut the 'gate' on <keyword id="73802" type="COMPANY" weightage="100" keywordseo="Colgate">Colgate</keyword>. The birds in Nestle's nest (logo) will also fly away." 
 
His confidence has come because of Patanjali achieving the 5000 crore mark, and successfully <a href="http://www.businessinsider.in/Indias-herbal-market-has-got-a-new-life/articleshow/51104012.cms">bringing Ayurveda back</a> into the daily lives of Indians, just the way he had brought Yoga back to the its country of origin many years ago. 
 
And now, Patanjali is all set to overpower traditional FMCG biggies like <a href="http://www.businessinsider.in/Patanjali-takes-over-the-entire-Ayurveda-industry/articleshow/51453997.cms">Hindustan Unilever, Nestle, Marico and Dabur</a>, and we say this basis data and records. 
 
Patanjali has <a href="http://www.businessinsider.in/Everyone-wants-to-be-a-part-of-Patanjalis-success-as-FMCG-giant-aims-Rs-1000-crore-this-fiscal/articleshow/51682270.cms">put a dent</a> on these companies in the past four months, and investors think that Ramdev's company will further impact their market share and consumer preferences. 
 
This year, so far, the BSE FMCG index, a gauge of the FMCG stocks on BSE, has already slumped 9%, even though the consumption demand has revived, along with the expectation of good monsoon, which would up rural wages and further support demand growth. 
 "I think the market is growing. So there is room for everyone, but there will be some give and take in market shares. Patanjali has this ayurvedic halo around it and Baba Ramdev is a great brand," Pradip P Shah, Chairman, <keyword id="1539139" type="ORGANIZATION" weightage="100" keywordseo="IndAsia-Fund-Advisors">IndAsia Fund Advisors</keyword>, told ET. 
 
"There is a natural feeling that these products are good and the price points are lower compared with the premium products available in the market. There is a great product out there and their distribution and packaging are pretty good," he said. 
 
One might be forced to think that the success of this 10-year old FMCG firm is just because of Baba's charm. Raamdeo Agrawal, Co-Founder &amp; Joint MD of MOFSL, says, "It will definitely <a href="http://www.businessinsider.in/BabaRamdevs-Patanjali-is-already-spelling-doom-for-this-global-brand-in-India/articleshow/51303845.cms">take away market shares</a> in some segments. They have a segment where they will thrive. So it is a marketing challenge for the rest of the pack, be it <keyword id="6365619" type="CITY" weightage="100" keywordseo="Hindustan-UniLever">Hindustan Unilever</keyword> or Colgate or <keyword id="40233" type="COMPANY" weightage="100" keywordseo="emami">Emami</keyword>, whosoever is hurt by Patanjali products." However, he also added that, "Patanjali will have some challenges coming in later on product superiority, because one needs to see whether product superiority or just the blind faith in Baba Ramdev's brand equity is driving them" 
 
Some, however, are of the view that the market is big enough for the competitors to survive. "Clearly, Patanjali is making inroads, but that does not mean the Unilevers of the world will fade away. They are astute. They have excellent marketing. They will come out with different products. They will come out with different prices," Pradip P Shah of IndAsia Fund Advisors told ET. 
 
<a href="http://www.himalayanmail.com/newsadmin/Photo/562011175926119.jpg">Image source</a>

Is Patanjali actually going to displace traditional biggies from the market, or is it just Baba Ramdev’s charm?

<keyword id="10926" type="General" weightage="100" keywordseo="reliance" source="Orion">Reliance</keyword> Consumer Products Limited, the FMCG arm and a wholly-owned subsidiary of Reliance Retail Ventures Limited, on Tuesday announced a strategic partnership with Sri Lanka-headquartered <keyword id="16311795" type="General" weightage="80" keywordseo="maliban" source="Orion">Maliban</keyword> Biscuit Manufactories (Private) Limited (Maliban). Maliban, a biscuit manufacturer, is well known for last 70 years for its range of quality products including biscuits, crackers, cookies and wafers. In addition, the company has expanded its products reach to global markets and exports to over 35 countries across five continents. "With a leading market position, Maliban has deep-rooted heritage and credibility. With this strategic partnership between RCPL and Maliban, we will not only be strengthening our FMCG portfolio through a great brand but will also be able to offer an excellent value proposition through quality products to our Indian consumers," said <keyword id="617730" type="General" weightage="50" keywordseo="isha-ambani" source="Orion">Isha Ambani</keyword>, Executive Director, Reliance Retail Ventures, in a release. "Being the custodian of several widely known global brands in India, Reliance is well-positioned to further expand the excellent consumer equity and reach that Maliban has built over 70 years," Isha Ambsaid. The vision of Reliance's FMCG arm is to bring to Indian consumers a bouquet of domestic and globally recognised consumer brands and product choices that offer superior value proposition with exceptional quality. It launched its packaged consumer products brand, 'Independence' in December 2022 and is creating a distinct and dedicated retail distribution network for its fast-expanding FMCG portfolio. <keyword id="6865480" type="General" weightage="50" keywordseo="rrvl" source="Orion">RRVL</keyword>, through its subsidiaries and affiliates, operates more than 16,500 own stores and partners with over 2 million merchants across Grocery, Electronics, Apparel, Pharmacy, lingerie, home and furnishing, beauty and personal care. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/news/godrej-consumer-products-q3-profit-rises-3-5-to-546-crore/articleshow/97485680.cms">Godrej Consumer Products Q3 profit rises 3.5% to ₹546 crore</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/news/india-emerged-as-global-ma-hotspot-in-2022-bain-company-report/articleshow/97490051.cms">India emerged as global M&amp;A hotspot in 2022: Bain &amp; Company report</a>

Reliance Consumer Products enters into strategic agreement with Sri Lankan biscuit maker Maliban

<ul><li>There has been an exponential rise in the consumption of essential goods.</li><li>The growing sales of products like skin creams, shampoo and toothbrushes show the evolution of the <keyword id="6356076" type="DEFINITION" weightage="20" keywordseo="indian-economy">Indian economy</keyword>. </li><li>India is also home to thriving businesses like Hindustan Unilever, Marico, Procter and Gamble, Colgate Palmolive among others. </li></ul>Bollywood star Ayushmann Khurrana’s recent viral video drives home the point that men need not shy away from embracing their softer side. This video was made in partnership with The Man Company. That’s a huge leap from a couple of decades ago when endorsements by India’s top actors and models told men they were supposed to be ‘rough and tough’. Brands and admen do not change their message on a whim. Data shows that more Indian men are ready to spend on grooming themselves and that is the next frontier for the country’s fast-moving consumer goods (FMCG) majors. And the fad has gone beyond the cities.Skincare creams, shampoos, and toothpaste have been bought by three times as many homes in India compared to 20 years ago. 
 
 
 
 
 
 
 
 
 
 
 
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 Premium is the new normal in FMCG “Some marketers believe that FMCG products / consumption is no more aspirational for the masses – this assertion is backed by significant improvement in penetration levels of most categories over the last two decades,” said the report by ICICI securities. The report added that the FMCG sector today has multiple drivers of growth – volume, premiumisation, new category creation etc. In fact, even during the economic slowdown consumers were apparently not shying away from buying <keyword id="378381" type="ORGANIZATION" weightage="20" keywordseo="Premium-Products">premium products</keyword>. “Consumers seem to be cutting back in the current environment, but when they decide to consume, they are moving to premium products. Not only is there growth in the premium segment, the profitability is also better.” said a report by brokerage firm Nirmal Bang. In the new category business, men’s grooming has proved to be a booming one. This has also led to the growth of multiple brands like Beardo, Bombay Shaving Company, The Man Company among others. According to a <a href="https://www.financialexpress.com/brandwagon/from-the-man-company-to-bombay-shaving-company-how-the-mens-grooming-category-is-growing/1781414/">report</a> by Deloitte the men’s grooming category is slated to grow at a CAGR of 45% to hit ₹35,000 crore by 2021. How India’s businesses have grown India is also home to thriving businesses like Hindustan Unilever, Marico, Procter and Gamble, Colgate Palmolive among others. Increased consumption over the years meant more businesses for these names while also driving them to bring in new sectors for growth. To take a case in point, let’s look at Marico. Marico’s India business accounts for 78% of its consolidated sales across products like Parachute, Parachute Advansed, Saffola, Hair &amp; Care, Nihar, Nihar Naturals, Livon, Set Wet, Mediker and Revive. It’s international wing has products like Parachute, HairCode, Fiancée, Caivil, Hercules, Black Chic, Isoplus, Code 10, Ingwe, X-Men and Thuan Phat. Marico’s new verticals which includes men’s grooming is expected to grow at a 20% CAGR, according to its latest financial report. Here’s a look at Marico’s profits over the past 20 years 
 
 
 
 
 
 
 
 
 
 
 
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 See Also: <a href="https://www.businessinsider.in/business/news/india-internet-industry-goldman-sachs-investment-ideas-for-future/articleshow/72326122.cms">2020 is the time to bet on India’s internet industry which will be worth $160 billion in 5 years</a>

The spectacular rise in the use of these 3 products tells the story of the evolution of the Indian economy

<ul><li>The year 2020 was a roller coaster ride for businesses of all kinds and sizes and negatively impacted <keyword id="47276" type="PERSON" weightage="20" keywordseo="Economic-growth">economic growth</keyword> worldwide. </li><li>However, after June 2020, one industry that continued to see stable cash flow and income was FMCG. </li><li>In today’s feature, we speak to leading FMCG brands on their outlook for 2021 as we move forward. </li></ul>The pandemic has taught the brandverse to be prepared for the unexpected. Owing to the fear of contracting the virus by going out, brands had to rethink and realign their strategies to reach out to consumers in new ways. Online shopping platforms opened up their services to deliver 24*7 and people started hoarding daily essentials, including FMCG products. So, many FMCG brands partnered with e-commerce platforms like Dunzo, Flipkart, Grofers, BigBasket, etc to deliver within the comfort of consumers’ homes. Consumer habits also evolved with COVID and ‘immunity’ became the buzzword in the FMCG industry. Marketers reverted by launching ready-to-eat meal options and immunity-based packaged goods. However, with COVID vaccine now a reality, consumer sentiment is already picking up and the economy is in revival mode. Going by the latest reports, 2021 will augur well for small retailers leading to an increased sales from local markets and <keyword id="6513856" type="COMPANY" weightage="20" keywordseo="kirana-stores">kirana stores</keyword>. According to <keyword id="346535" type="COMPANY" weightage="20" keywordseo="Nielsen-India">Nielsen India</keyword>, after an unprecedented decline of -19% in the Jan-Mar quarter, FMCG industry displayed signs of recovery in Q3’20 with a 1.6% growth (versus Q3 ‘19). In 2020, rural markets outperformed urban India and became critical for FMCG giants. Brands relied on rural markets to drive growth during the trying times. FMCG witnessed a double digit growth of 10.6% in Q3’20 in Rural India, while the bigger cities (&gt;1 Lakh population including metros and Town Class 1) played catch-up. The rural markets bounced back in Q3 handsomely on the back of support provided by the government as well as good agriculture, reverse migration and a lower unemployment rate. With immunity being the focus in the ‘new normal’, new launches have been made in the health and hygiene basket including categories like hand sanitisers, floor cleaners, toilet cleaners, antiseptic liquids. These new launches contributed to 37% (in value) of all new launches in the COVID period (Nielsen India). According to Kantar Worldpane, FMCG sector in India is expected to report a 4-5% volume growth in FY21, driven by rural areas that are expected to grow two percentage points ahead of the urban regions that are hit harder by COVID-19 pandemic. While COVID-19 has curtailed economic growth in the FMCG sector, experts are now optimistic that the industry will see an appreciable improvement this year. Here are some of the trends they expect to see in 2021: R S Sodhi, MD, GCMMF (AMUL): <cmsannotation type="cmsannotation" annotationid="The biggest impact i" comment="inlineshare" text="The biggest impact in FMCG food is the shift among the consumers from loose and unbranded to trusting packed food and affordable brands in Tier II and III. There, people have come from loose to smaller packs and brands.">The biggest impact in FMCG food is the shift among the consumers from loose and unbranded to trusting packed food and affordable brands in Tier II and III. There, people have come from loose to smaller packs and brands.</cmsannotation> I don't think the demand in high end consumer products will grow as much now. There'll be a tremendous increase in demand for branded FMCG products that are affordable, available in smaller packs and mainly cater to Tier II III cities. For the past two years, at Amul, we have been trying to ensure we reach the towns that have over 10,000 population, which helps us cover the 15 to 20 bigger villages around those towns. Currently, we are working with 10,000 distributors. We have already covered 50% of these 10,000 population towns in India and in another one year, we'll cover all the towns. We're mainly investing in Tier II and III cities, opening our own branches and depots all over India. We recently opened a centre in Leh. Anil Viswanathan, senior director, marketing (chocolates), insights and analytics, <keyword id="2200852" type="COMPANY" weightage="20" keywordseo="Mondelez-India">Mondelez India</keyword>: The pandemic has accelerated the growth of snacking. As per Mondelēz International’s recently released second annual State of Snacking report, 9 in 10 Indian adults (88%) say they are snacking more or the same (22%) during the pandemic than before it, with millennials being especially likely to say they prefer snacks over meals (85%). A majority expect this trend to continue, saying they plan to continue eating small snacks throughout the day, as opposed to fewer large meals (82%), and that snacking will be part of their “new normal” even after the pandemic ends (81%). Ultimately, 8 in 10 believe “the current pandemic will have a long-term impact on how we consume snacks as a society” (81%). This unprecedented year has also brought about a significant behavioral change especially on how consumers are purchasing snacks. A majority say they have started to buy snacks online more often than they do in-store or offline (74%), with 8 in 10 planning to continue shopping for snacks online once the pandemic is over (81%). A similar percentage also say the pandemic has opened their eyes to so many more ways to get snacks than they knew existed before (80%), including half who have discovered snacks to try on social media (50%). It was also very heartening to note that, even while at home this year, Indians are social snackers. With health and safety continuing to be a priority, consumers are trying to strike a balance between indulging and being mindful (80%), and in doing so; they (80%) are relying on trusted snacking brands like Cadbury, OREO, and Bournvita, seeking assurance of safety and superior quality. At Mondelez India, we understand the role our products play in our consumers’ life and the aim is to leverage these trends to empower them with more choice, creating greater shopping opportunities and innovating, while keeping our promise of consumer-centricity intact, throughout our growth journey. Sudhir Langer, CEO, Raymond Consumer Care: Conscious Communication Today’s young ‘woke’ consumers were already moving away from the excesses of consumerism and leaning towards sustainable conscious brands before the pandemic and lockdowns hit their lives. The all-round strain of the pandemic from volatile job markets and a possible looming global recession to health and environment concerns; along with the way lockdowns were framed as health versus economy predicaments—as if one has to be sacrificed for the other—has left many questioning the very basis of our consumer-driven economy. I feel, the months in lockdown have only strengthened that introspection and has further fueled the young consumers’ move towards purpose and value, making them think-twice before buying by taking in to consideration the long-term impact of their spends not only on their finances, but on their own beliefs, on society and on the planet. So, with conscious consumption here to stay, when consumers buy, it is going to be as much for brand values as it is for product payoff. Keeping this in mind a big communication trend I see emerging as we move into 2021 is brands engaging more purposefully with deeper more sentient conversations. These could include brands talking about their environmental and sustainability efforts, community initiatives, health impact and most importantly value addition. Fortunately for us this is not a shift to adapt to; but a way of operating. We have always believed in empowering, enabling and operating consciously. Hence, it’s not only our communication like our recent Park Avenue Germ Protect soap film about our protagonist helping his community but at every level we are constantly taking steps to enhance efficiencies for a better world like our soon to be launched sustainable and eco-friendly packaging. Sumit Mathur, Director Marketing Kellogg South Asia: The pandemic is a black swan event that brought several changes at the economic and societal levels. Consumers had to face economic stress which made them more discretionary in their consumption choices. Our virtual connects with over 450 consumers amidst the lockdown made it clear that items which they do not deem to be too essential are unlikely to find a place in their shopping carts. Come 2021, only brands solving a real consumer problem or adding value to their lives will be on top of their minds. It has become increasingly important for brands to feel the pulse of the consumer and provide authentic solutions to stay relevant. Kellogg’s has paid attention to the consumer’s shifting needs and adapted with agility to ensure it solves consumers’ nutritional demands in the most convenient manner and this will continue to be our focus in the coming year.

FMCG: The trends to watch out for in 2021

The targeted turnover of <keyword id="6406649" type="COMPANY" weightage="100" keywordseo="Patanjali-Ayurved">Patanjali Ayurved</keyword> for this fiscal year was Rs 5,000 crore, and the staff is trying hard to help the company achieve the target. Even though the company was set up just about a decade ago, achieving Rs 5,000-crore turnover would not have been very difficult, given the increasing popularity of these products. 
 
Sources from ET tell that Patanjali’s <a href="http://www.businessinsider.in/The-rise-and-rise-of-Patanjali-is-leading-to-downgrade-of-Dabur-Nestle-Colgate-Palmolive/articleshow/51357206.cms">monthly sales in January and February</a> could have been around Rs 600-700 crore, meaning that <keyword id="6355107" type="PERSON" weightage="100" keywordseo="Baba-Ramdev">Baba Ramdev</keyword>'s brainchild could very well become a billion dollar entity before the end of fiscal 2017. 
 
This would make Patanjali the<a href="http://www.businessinsider.in/Business-by-chance-Decoding-Baba-Ramdevs-FMCG-Empire/articleshow/48775339.cms"> fifth largest FMCG company in India</a> after Hindustan Unilever, ITC, Nestle India and Britannia Industries, bringing it well ahead of other traditional FMCG players like Dabur, Godrej Consumer Products and Marico. 
 
This could have happened with Patanjali’s <a href="http://www.businessinsider.in/Baba-Ramdevs-Patanjali-Ayurved-Ltd-becomes-Indias-biggest-FMCG-advertiser-this-week-leaving-behind-Parle-Cadbury/articleshow/50876928.cms">extensive advertising campaigns</a> that with time, it could even reach Rs 10,000 crore mark. 
 
Because of the<a href="http://www.businessinsider.in/Baba-Ramdev-wants-shopkeepers-to-give-prominence-to-Patanjali-products-without-spending-a-penny-plays-swadeshi-plank/articleshow/51323889.cms"> Indian appeal</a> that these low-priced products carry, they are also a hit with the rural market, where other FMCG biggies could face a tough challenge from Patanjali's products. 
 
<a href="http://graceofindia.ca/wordpress/wp-content/uploads/2013/08/header-32.png">Image source</a>

​The Consumer’s God: Baba’s Patanjali to record $1bn sales next year

<ul><li><keyword id="148911" type="DOMAIN" weightage="20" keywordseo="Tata-Global-Beverages">Tata Global Beverages</keyword> has been renamed as Tata Consumer Products to spearhead FMCG ambitions of the $113 billion Tata group.</li><li>TCL would have iconic brands, including <keyword id="46021" type="COMPANY" weightage="20" keywordseo="Tata-tea">Tata Tea</keyword> and Tata Salt, reaching over 200 million households.</li><li>The move "marks a new strategic direction, an accelerated expansion into India's FMCG market", the company said. </li></ul> New Delhi, Feb 10 () Tata Global Beverages Ltd has been renamed as Tata Consumer Products Ltd to spearhead FMCG ambitions of the USD 113 billion Tata group. Two Tata group firms -- Tata Global Beverages Limited (TGBL) and <keyword id="130104" type="COMPANY" weightage="20" keywordseo="Tata-Chemicals-Limited">Tata Chemicals Limited</keyword> (TCL) on Monday announced that the scheme of arrangement between them regarding the Consumer Products Business of TCL is now "operational" effective from February 7, 2020. "Following this, TGBL has been renamed '<keyword id="8759775" type="COMPANY" weightage="20" keywordseo="tata-consumer-products-limited">Tata Consumer Products Limited</keyword>'," the statement said. Formation of Tata Consumer Products Limited (TCPL) "marks a new strategic direction, an accelerated expansion into India's FMCG market" said TGBL adding that it would "meet evolving consumer needs across the food and beverages spectrum". TCL would have iconic brands, including Tata Tea and Tata Salt, reaching over 200 million households. "This deep distribution architecture will also be supported by the Tata Group's brand building prowess. The company intends to further build on the strong platform provided by its market leading positions in tea and salt by investing in R&amp;D, branding, marketing, manufacturing and distribution to create a stronger and larger food and beverage platform," it added. Commenting on the development, Tata Sons Chairman <keyword id="97017" type="PERSON" weightage="20" keywordseo="N-Chandrasekaran">N Chandrasekaran</keyword> said: "The merger of the consumer businesses of <keyword id="6354310" type="DOMAIN" weightage="20" keywordseo="Tata-Chemicals">Tata Chemicals</keyword> and Tata Global Beverages Limited under Tata Consumer Products consolidates the group's presence in the fast-growing consumer sector." "Tata Consumer Products would be in a unique position to leverage the strong brand, wider product portfolio and distribution reach to serve the growing aspirations of consumers across the country," he added. As announced earlier in December last year, Sunil D'Souza will take over as MD and CEO of TCL with effect from April 4, 2020, after the retirement of Ajoy Misra.

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Nielsen expects FMCG e-commerce to grow at 44% CAGR to $4 Billion by 2022

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Is Patanjali actually going to displace traditional biggies from the market, or is it just Baba Ramdev’s charm?

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Reliance Consumer Products enters into strategic agreement with Sri Lankan biscuit maker Maliban

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The spectacular rise in the use of these 3 products tells the story of the evolution of the Indian economy

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FMCG: The trends to watch out for in 2021

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​The Consumer’s God: Baba’s Patanjali to record $1bn sales next year

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Tatas to bring Starbucks, tea and salt under one roof - to create a mega FMCG company

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The Consumer’s God: Baba’s Patanjali to record $1bn sales next year