Sumit Mathur

"The south appears to be at the vanguard of a broader demand recovery in post-Covid India, with the five states that lead in several socio-economic metrics registering healthier sales of both discretionary and fast-moving consumer goods (FMCG) in comparison with the rest of the country. Global consumer research firm Kantar’s latest report showed consumers in the south spent the highest on FMCG products, with an additional ₹2,261 spent per person on an average in 2023, compared with 2022. It also said the total number of shopping trips nearly doubled in 2023 from the previous year, with an exponential 185% growth in FMCG pack purchases. The data is for Andhra Pradesh, Karnataka, Kerala, Tamil Nadu and Telangana. “This uptake in purchase signifies increased purchasing power and consumer confidence in the region, driving demand across various FMCG categories,” the report said. Companies said demand has improved for the entire country too, since January-March. The Retailers’ Association of India (RAI) reported growth rates in the west and north matching that of the peninsula only in April, with the south being India’s best-performing region in the past 12-15 months. RAI tracks retail-level sales growth across categories every month. In April, retailers in the south expanded sales 5% year-onyear against a 4% pan-India growth rate. In December, there was 7% growth in the south compared with 4% pan-India, RAI data showed. RAI chief executive Kumar Rajagopalan said the peninsular region is reporting better growth even for discretionary categories due to a far higher younger population and high disposable incomes. For FMCG, the growth is expected to be better as supermarket penetration is twice the rate of the rest of the country and this ensures higher shelf space for all categories of new products, he said. Chief executives said the southern recovery has been faster due to far greater concentration of new-age sectors such as startups and tech companies, which employ a young workforce that can easily afford higher discretionary expenditure. Manufacturing investment too has been robust, while remittances from overseas have bounced back after the pandemic in states such as Kerala. Marico chief executive Saugata Gupta told ET the south might be expanding faster due to more urban centres. The FMCG industry’s growth rate has been led by urban markets for five quarters till last calen dar year, while rural growth became higher only in January March. “This fiscal, the north will pick up in tandem with the rural sales recovery that has started. Growth rate in the east is low, while the west has become saturated,” he said." Full report: https://lnkd.in/g-q4rsW3

5

#FMCG leaders - STOP TAKING INDIAN CONSUMER FOR A RIDE For years, major FMCG BRANDS HAVE CONTROLLED Indian households through convenience and clever marketing—pumping consumers with SUB-STANDARD, LOW-QUALITY, UNHEALTHY PRODUCTS under the guise of “healthy” benefits that were outright misleading. Kirana shops were silent partners. The untold rules: “STOCK LEADS TO SALES” and “HAMMER FALSE CLAIMS UNTIL CONSUMER BELIEVES them” Here’s the reality check: QUICK COMMERCE and SOCIAL MEDIA have disrupted, democratized, and transformed the FMCG landscape. Consumers are now INFORMED, EMPOWERED, and DONE with being taken for granted and misled. FMCG brands, kirana shop owners, and the government—it’s time to wake up or GET LEFT BEHIND. ## FMCG Brands: STOP BLAMING - EARN BACK CONSUMER TRUST • TRANSPARENCY IS NON-NEGOTIABLE: Consumers are FED UP with hidden ingredients and false health claims. Start being HONEST about what’s inside. Drop the sugar, additives, and processed junk—OR GET READY TO BE REPLACED by cleaner, more transparent brands. • STOP BANKING ON BLIND LOYALTY: Loyalty is DEAD. Today’s consumers want HEALTH, QUALITY, and ETHICS—not empty promises. If you can’t innovate with products that truly resonate, prepare to watch your market share slip away to brands that can. • GO DIGITAL—FAST: Quick commerce isn’t a threat; it’s a TOOL. Embrace it, or get outplayed by brands that leverage digital channels and data to stay relevant. Your consumers have moved online—WHY HAVEN’T YOU? #KiranaShop Owners: WORK FOR THE CONSUMER NOT THE BRAND • BE THE LOCAL TRUST HUB: People trust you. Stock brands that are HONEST and HEALTH-FOCUSED. Become the go-to for QUALITY, not just convenience. • PARTNER WITH HONEST BRANDS: Consumers want alternatives to cheating brands. Build relationships with ethical brands that match new consumer values. Become known for QUALITY, not just the same old products. • DIGITIZE TO COMPETE: Small steps matter. List your shop online, offer home delivery, and STAY CONNECTED with your customers. Quick commerce can’t replace your local credibility—USE IT TO YOUR ADVANTAGE. Government: PROTECT CONSUMER INTEREST • MANDATE HONEST LABELS: Enforce strict standards on health claims. STOP BRANDS FROM MISLEADING CONSUMERS. If you don’t protect them, you’ll FURTHER lose credibility. • EMPOWER KIRANA SHOPS: Support local stores with incentives for digital tools and training. KEEP THEM COMPETITIVE in an online world where big players dominate. • FOSTER LOCAL, ETHICAL BRANDS: Give small, honest brands a leg up. INCENTIVIZE SUSTAINABLE PRACTICES and help these businesses reach more consumers. ##BottomLine FMCG ecosystem is transforming because CONSUMERS ARE TRANSFORMING. Quick commerce has given consumers CHOICE, SPEED, and INFORMATION. The era of taking consumers for granted is OVER. Embrace transparency, empower kirana stores, and support honest brands. THAT’S THE FUTURE OF FMCG #RatneshJain Revant Himatsingka (Food Pharmer)

764

21 Comments

The D2C Wave in India's CPG Sector: Sifting Through the Noise In the past 18 months, brands have exploded in India's direct-to-consumer (D2C) landscape. Each newcomer waves a flag declaring their pioneering status, but the fundamental success metric in this cluttered club isn't just about who shouts the loudest. The actual victors are those who can navigate the nuances of consumer engagement, funding, and product-market fit beyond a catchy story. As a strategist entrenched in this arena, I've witnessed that out of a dozen hopefuls, barely a third sustain operations past their inaugural year. This attrition concerns more than who has the better product and who is equipped to play the long game. The Price of Entry and the Budgetary Truths Entering the D2C fray without a solid financial plan is like stepping into a battlefield unarmed. An operational marketing budget of less than INR 250,000 per month is often a prelude to a swift exit. It's a space that's as much about financial endurance as product innovation. The Myth of Perfection Before Scale Seeking perfection before scale is an exercise in futility. The quest should be for authentic customer validation—a cohort of 5,000 customers providing genuine feedback—rather than an elusive perfectionism that delays market entry and learning. Unspoken Rules and Black Hat Realities Like many others, the D2C sector has its shadows. Not all growth strategies are discussed in boardrooms or flaunted in press releases. However, the unacknowledged truth is that many, if not all, major players in the sector traverse these grey areas. Niche Traps and Marketplace Goldmines Hyper-niche branding or touting exclusivity rarely leads to significant traction. Instead, the reality is that marketplaces are the lifeblood of D2C in India, commanding upwards of 80% of a brand's business. Accepting this can be the difference between thriving and merely surviving. Luxury Narratives and Value Propositions In the digital world, 'luxury' is a term often misappropriated. Authentic luxury doesn't scream from a webpage—it's a quieter, more exclusive affair. Brands would do well to focus on delivering value within the sweet spot of INR 200 to INR 2000, catering to a value-conscious yet discerning Indian consumer base. Channel Versus Brand Marketing Channel marketing should be the focal point for those operating on a lean budget—say, less than 60 lakhs annually. Stretching your budget to create a brand allure without sufficient funds can leave the brand and its operational capabilities malnourished. #D2CInsights #CPGTrends #D2C #D2Cbrand #BusinessStrategist #MarketingBudget #DigitalMarketing #ChannelMarketing

5

1 Comment

5 Key Trends to Watch out in Indian Snacking Consumption 🇮🇳 As consumers seek convenience and variety in their snacking choices, manufacturers are innovating to meet these demands. Here are the top trends shaping the dynamic snack landscape in India: 🌟 Rising Demand for Premium Snacks 🌟 Fusion of Flavours 🌟 E-com & D2C 🌟 Nutritious Snack Choices 🌟 Regional Delicacies in Every Bite Stay ahead of the curve and keep an eye on these trends that are set to transform the snacking industry in the years to come! 🍿🌶️🥜 #Snacking #Trends #Innovation 🚀

18

FMCG Companies Bet On Premium Trend Amid Demand Slump The FMCG industry does not see a full revival in urban demand to set in until at least mid-next year. This is even when companies are betting on premiumisation to derive growth from the bigger cities, where consumers are seeking high-quality products and convenience to partly make up for the sluggishness that has weighed on overall consumption. Premiumisation will help improve value growth in 2025, Mohit Malhotra, CEO at Dabur India, told TOI. "Premiumisation has helped in many categories as consumers seek to upgrade their lifestyles and prioritise new experiences. This will continue while a few categories may possibly see some trading down due to inflation," Tarun Arora, CEO at Zydus Wellness, which makes products like Complan and Glucon-D, said. In 2025, growth will be led by premium and value-up and experiential offerings, according to industry executives. Categories like liquid beauty (including body wash, face wash), western snacks and instant coffee are entering more households, indicating shoppers' willingness to try premium categories, analysts at marketing data and analytics firm Kantar said. The fast moving consumer goods sector recorded a growth of 4.3% as of Oct 2024, lower than the 6.4% growth it saw in the year-ago quarter and 4.5% seen in the previous (July) quarter, recent data by Kantar showed. High inflation has shrunk household budgets of the urban middle class, eroding their ability to spend. A bountiful monsoon, however, has spurred recovery in rural regions, which continues to hold. Volatile commodity prices and surging food inflation have particularly impacted urban discretionary spending. Consumption levels in the quarter ending Sept this year dipped to their lowest point in the past two years. For Marico, the digital-first and premium brands within its portfolio are showing resilience and growth, MD & CEO Saugata Gupta said. He expects urban consumption to revive in a couple of quarters. For Nestle, in fact, e-commerce delivered high double-digit growth, which was the highest in the last seven quarters contributing to 8.3% of domestic sales in Q2 of 2024-25. Some sections of the industry are, however, batting for some policy push to spur mass consumption in urban areas as rural growth alone may not be able to compensate for the broader slump in urban demand, the revival of which is still at least a good six months away. The ability of rural to fully offset the urban slowdown will hinge on overall inflation and in particular food inflation, settling down along with broader economic conditions being more conducive. "Without relief from inflation or some demand impetus from govt, achieving significant improvement in mass consumption might be an uphill task," Arora said. The upcoming budget should consider "proactive measures" to stimulate consumption in the larger economy, said Aasif Malbari, CFO at Godrej Consumer Products.

16

Often the Difference between Success & Failure, is having the Right Mentor ! And who better than Gautam Gupta with 47 years of FMCG Sales Experience. This is a MUST WATCH series for every Sales Professional!! Would you be amongst the 7 sales executives to request Gautam to make a part of his T2M (Talk to Mentor) Cohort? Great Job Gautam Gupta & More Power to You !!

16

5 Comments

The 'real' Brand Ambassador : In India, usually in #FMCD (#consumerelectronics) & #mobile (#smartphone) industry, trained professionals are planted inside the Multi brand outlets, Modern Trade Stores, Regional Specialty Stores & Brand Shops by each brand. These trained professionals undergo rigorous training programs for the specific products / solutions marketed by the brand. The idea is that these well trained pros would entertain & resolve queries of the consumer walk-ins. They would engage, educate & deliver best-in-class experience to the prospective buyer / consumer. These trained professionals are called by various names across the industries, viz., In-Shop Promoters (ISPs), Shop Sales Executives (SSEs), In-Shop Demonstrators (ISDs) etc. In general, these individuals are either 10th / 12th pass, may be graduates, and a little bit of them are post graduates; and from a bit lower strata of the society. I don't mean to tag them or anyone here in any which ways, but just want to let you know who they really are. In other industries like #Paints, #Buildingmaterials, #Mobility, #Infra, #Automobiles etc., the product / solutions training is provided to the painters, plumbers & plumbing contractors, Tire technicians, Fabricators, Electricians, Shop Floor Professionals, and so on & so forth. This community of people is like a soldier standing on the border of the country. They are the first & the last consumer / customer facing 'humans' between the 'brand' and the 'prospective buyer'. Hence, I feel this community (ISPs, SSEs, ISDs, Painters, Plumbers, Tire Technicians, Fabricators, Electricians etc....etc....) are the 'REAL' Brand Ambassadors in their respective industries for their respective brands. We need to take care of them & the frontline sales team, the way we treat the 'signed' #BrandAmbassadors who are either Bollywood actors, Cricket players and / or big known celebrities. The 'REAL' Brand Ambassadors deserve the same, if not more; attention, respect & focus; as that given to the 'signed' Brand Ambassadors. Agree ?!! Thoughts please.......... #sales #marketing #brand #business #categorymanagement #productplanning #recruitment #search #selection #staffing #humanresources #consultant #team #culture #jobs #jobsearch #OpenToWork #India #recruitmentprofessionals #headhunter

10

1 Comment

Mango Madness: A Refreshing Duo #BIGOBASKET BEST 1 TOP 1 NEAR YOU #SALESACHIN Summer is here, and what better way to beat the heat than with a refreshing and delicious treat? Today, we're spotlighting two of Pune's most beloved products: Mother Dairy Classic Dahi and Frooti Mango Juicy Drink. These market bestsellers are not only affordable but also offer a unique combination of flavors and health benefits. Mother Dairy Classic Dahi: A Creamy Delight At just ₹10 for 80 grams, Mother Dairy Classic Dahi is a budget-friendly option that doesn't compromise on taste or quality. This creamy and tangy curd is a staple in Indian households, and for good reason. It is packed with essential nutrients like calcium, protein, and probiotics, making it a healthy addition to your diet. Frooti Mango Juicy Drink: A Tropical Escape Frooti, with its iconic mango flavor, is a refreshing and thirst-quenching drink that has captured the hearts of millions. Priced at only ₹5 for 65 ml, it's an affordable indulgence that's perfect for hot summer days. A Perfect Pair: Mango Yoghurt Combining the creamy goodness of Mother Dairy Classic Dahi with the sweet, tropical flavor of Frooti Mango Juicy Drink, you can create a delicious and healthy mango yoghurt. This refreshing dessert is easy to make and can be enjoyed by people of all ages. Recipe Ingredients * 1 cup Mother Dairy Classic Dahi * 1/4 cup Frooti Mango Juicy Drink * Honey (to taste) * Almonds or chopped mangoes (for garnish) Instructions In a bowl, combine the Mother Dairy Classic Dahi and Frooti Mango Juicy Drink. Stir until well combined. Add honey to taste. Garnish with almonds or chopped mangoes. Serve chilled. Mango Lassi: Another Refreshing Option If you're looking for a more traditional Indian drink, a mango lassi is a great option. This creamy and frothy beverage is made with yogurt, milk, mango pulp, and spices. You can use Mother Dairy Classic Dahi as the base for your mango lassi. #PUNEPANDA #AajKuchToofanifoodi #MotherDairyDahi #FrootiMango #MangoYoghurt #MangoLassi #HealthyLiving #SummerTreats Share your own mango yoghurt or mango lassi recipes in the comments section below. Let's create a community of food lovers and share our culinary creations together! What about #AMULPREMIUMDAHI GOLD CURD New product New higher MRP Check out try BIGOBASKET UNIVERSITY SALES SALESACHIN

1

Mango Madness: A Refreshing Duo #BIGOBASKET BEST 1 TOP 1 NEAR YOU #SALESACHIN Summer is here, and what better way to beat the heat than with a refreshing and delicious treat? Today, we're spotlighting two of Pune's most beloved products: Mother Dairy Classic Dahi and Frooti Mango Juicy Drink. These market bestsellers are not only affordable but also offer a unique combination of flavors and health benefits. Mother Dairy Classic Dahi: A Creamy Delight At just ₹10 for 80 grams, Mother Dairy Classic Dahi is a budget-friendly option that doesn't compromise on taste or quality. This creamy and tangy curd is a staple in Indian households, and for good reason. It is packed with essential nutrients like calcium, protein, and probiotics, making it a healthy addition to your diet. Frooti Mango Juicy Drink: A Tropical Escape Frooti, with its iconic mango flavor, is a refreshing and thirst-quenching drink that has captured the hearts of millions. Priced at only ₹5 for 65 ml, it's an affordable indulgence that's perfect for hot summer days. A Perfect Pair: Mango Yoghurt Combining the creamy goodness of Mother Dairy Classic Dahi with the sweet, tropical flavor of Frooti Mango Juicy Drink, you can create a delicious and healthy mango yoghurt. This refreshing dessert is easy to make and can be enjoyed by people of all ages. Recipe Ingredients * 1 cup Mother Dairy Classic Dahi * 1/4 cup Frooti Mango Juicy Drink * Honey (to taste) * Almonds or chopped mangoes (for garnish) Instructions In a bowl, combine the Mother Dairy Classic Dahi and Frooti Mango Juicy Drink. Stir until well combined. Add honey to taste. Garnish with almonds or chopped mangoes. Serve chilled. Mango Lassi: Another Refreshing Option If you're looking for a more traditional Indian drink, a mango lassi is a great option. This creamy and frothy beverage is made with yogurt, milk, mango pulp, and spices. You can use Mother Dairy Classic Dahi as the base for your mango lassi. #PUNEPANDA #AajKuchToofanifoodi #MotherDairyDahi #FrootiMango #MangoYoghurt #MangoLassi #HealthyLiving #SummerTreats Share your own mango yoghurt or mango lassi recipes in the comments section below. Let's create a community of food lovers and share our culinary creations together! What about #AMULPREMIUMDAHI GOLD CURD New product New higher MRP Check out try BIGOBASKET UNIVERSITY SALES SALESACHIN

1

Who will buy Kwality Walls in India    As Unilever mulls divesting its global ice cream business, a fascinating question arises: who will take the reins of Kwality Walls in India, a market with a projected growth rate of over 8% by 2029 Let's dissect the prospects of some key players:    ITC: A Well-Positioned Contender  ITC, boasting a robust foods business, presents a compelling case. Their established distribution network, particularly their cold chain infrastructure reaching retail points, would be a perfect fit for Kwality Walls' existing operations. ITC's strategic acquisitions like Savlon and Nimyle demonstrate their appetite for growth, and their financial muscle allows them to handle a deal of this magnitude. However, a potential hurdle lies in the sheer size of the acquisition, exceeding their past ventures.    Britannia: A Dairy Diversification Play  Britannia's existing presence in the dairy space, initiated through a JV with Fonterra, positions them strategically. Expanding into ice cream would synergize with their existing efforts in dairy products and milkshakes, potentially giving their Britannia brand a much-needed boost. However, their historically conservative approach, particularly regarding acquisitions, could be a roadblock.    Devyani International: An Established Player with Room to Grow  RJ Corp's Devyani International, with their Creambell brand, is already an ice cream player, but primarily in Delhi NCR. Their association with PepsiCo provides them with financial and managerial strengths. However, Devyani's nurturing approach, as opposed to an aggressive acquisition strategy, might not be the best fit for Kwality Walls' expansive reach.    Reliance: A Wildcard with Big Aspirations  Reliance, notorious for bargain-basement acquisitions (think Campa, Big Bazaar, and Dunzo), could emerge as a potential buyer. Their financial muscle and FMCG aspirations are undeniable. However, their track record suggests they might struggle to meet Unilever's valuation expectations.    Tata Consumer Products: A Focus on Digestion  Having recently acquired Ching's, Tata Consumer Products might prioritize integrating their current acquisitions before taking on another sizeable brand like Kwality Walls.    Beyond the Obvious: Are There Dark Horses?  While these players are strong contenders, there could be surprises. Private equity firms or even emerging Indian ice cream companies with aggressive expansion plans could enter the fray.    The Final Scoop  The future owner of Kwality Walls will depend on Unilever's asking price and strategic priorities.   Only time will tell who emerges with the winning bid and the strategic vision to unlock Kwality Walls' full potential. 

139

32 Comments

Government directs e-commerce firms to reclassify drinks and beverages away from the health drinks category. Discover https://bit.ly/3U3Leth how this directive aims to ensure transparency and accuracy in the categorisation of products, especially those related to health and wellness, and know more about the implications of this policy shift and its effect on online shopping for health-conscious consumers. #HealthPolicy #Ecommerce #OnlineShopping #HealthDrinks #GovernmentDirective

5

𝗛𝗲𝗿𝗲'𝘀 𝗵𝗼𝘄 𝗔𝗺𝘂𝗹 𝗶𝘀 𝗯𝗮𝗻𝗸𝗶𝗻𝗴 𝗼𝗻 𝘁𝗵𝗲 𝗽𝗼𝘄𝗲𝗿 𝗼𝗳 𝗻𝗼𝘀𝘁𝗮𝗹𝗴𝗶𝗮 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴? As we mark World Milk Day today, here is a piece one of the best examples of how Asia’s largest milk brand is leveraging nostalgia in building a brand. The spotlight is back on an iconic Shyam Benegal directed ‘Manthan’ when recently GCMMF walked the red carpet at Cannes where the 4K restored version was released. Did you know Manthan is India’s first crowdfunded film where 5,00,000 farmers donated ₹2 each to bring the project to fruition 48 years ago? The jingle ‘𝘔𝘦𝘳𝘰 𝘎𝘢𝘢𝘮 𝘒𝘢𝘵𝘩𝘢 𝘗𝘢𝘳𝘦𝘺’ taken from the same movie has been refurbished several times by the brand to evoke positive emotions for brand. Amul scored perfectly every time to transport us back to memories and feelings associated with the past to create an emotional connection with its consumers. A wealth of research shows that nostalgia can result in creating more trust towards the brand and increase purchase intention. ➡️Following the reception at Cannes, the restored version of Manthan will be released in 100 theatres, across 50 cities in India on June 1 and June 2. 𝐂𝐡𝐞𝐜𝐤 𝐭𝐡𝐢𝐬 𝐨𝐮𝐭 𝐟𝐨𝐫 𝐨𝐧𝐞 𝐦𝐨𝐫𝐞 𝐭𝐢𝐦𝐞. (𝐀𝐮𝐝𝐢𝐨 𝐨𝐧 𝐩𝐥𝐞𝐚𝐬𝐞!)🔊 This is so iconic and nostalgic, that every time I come across this ad film it gives goosebumps! Happy weekend. #worldmilkday #nostalgia #nostalgiamarketing #retromarketing #amul #marketing #iconicads #bestads

103

17 Comments

What has been really driving the reduced M&A activity in FMCG? It is not about the balance-sheet We often hear M&A bankers complaining about the lack of willingness of 'FMCG Strategics' to invest in M&A, arguing high debt level It is not true for most FMCG companies & especially not for the most acquisitive ones (although it also largely depends on the subcategory they play in, Alc. Beverages players are the exception here) It is not about FMCG companies balance-sheet but about the availability of quality assets (ie. with the potential to deliver a high ROCE) being fairly priced. More about the above & especially what we mean by quality assets in our last publication: To read our full perspective: FMCG CEOs: M&A Q1 2024 In Review - A New Bottom & Four Reinforcing Trends 𝗟𝗶𝗻𝗸 𝘁𝗼 𝘁𝗵𝗲 𝗳𝘂𝗹𝗹 𝗽𝘂𝗯𝗹𝗶𝗰𝗮𝘁𝗶𝗼𝗻: https://lnkd.in/efD5RNWX 𝗧𝗼 𝗴𝗲𝘁 𝘁𝗵𝗲 𝗰𝗼𝗿𝗿𝗲𝘀𝗽𝗼𝗻𝗱𝗶𝗻𝗴 𝗱𝗲𝗰𝗸, 𝗽𝗹 𝗹𝗲𝗮𝘃𝗲 𝘆𝗼𝘂𝗿 𝗻𝗮𝗺𝗲 𝗶𝗻 𝗰𝗼𝗺𝗺𝗲𝗻𝘁 𝗧𝗼 𝗴𝗲𝘁 𝗮𝗹𝗹 𝗼𝘂𝗿 𝗶𝗻𝘀𝗶𝗴𝗵𝘁𝘀, 𝗳𝗼𝗹𝗹𝗼𝘄 𝘂𝘀/ 𝘀𝘂𝗯𝘀𝗰𝗿𝗶𝗯𝗲 𝘁𝗼 𝗼𝘂𝗿 𝗙𝗠𝗖𝗚 𝗖𝗘𝗢𝘀 𝗜𝗻𝘀𝗶𝗴𝗵𝘁𝘀 𝗻𝗲𝘄𝘀𝗹𝗲𝘁𝘁𝗲𝗿: https://lnkd.in/ea4gy65y #cpg #fmcg #mergersandacquisitions #strategy Frederic Fernandez & Associates

7

I have been studying the FMCG space in India for the past decade or so. Most large FMCG companies in India struggle to achieve double digits growth (both profit/sales vol) over a long*sustained period of time, mostly due to very high competition intensity & margin pressure. Nestlé is an exception. It has given tremendous growth in last 5 years both in terms of sales vol & profits, which is unlike any other FMCG company in India of that scale.   I was trying to understand what stands them apart from the rest and 𝐟𝐫𝐨𝐦 𝐚𝐧 𝐈𝐧𝐧𝐨𝐯𝐚𝐭𝐢𝐨𝐧𝐬 𝐬𝐭𝐚𝐧𝐝𝐩𝐨𝐢𝐧𝐭, 𝐡𝐞𝐫𝐞 𝐚𝐫𝐞 𝐟𝐞𝐰 I could understand that sets them apart from the rest in the league: 🕐 𝑨𝒈𝒊𝒍𝒊𝒕𝒚 𝒂𝒏𝒅 𝑺𝒑𝒆𝒆𝒅: Nestlé has worked on simplifying its innovation processes, reducing the steps from six to three, which has made the process faster and more agile. This approach has shortened the time from concept generation to product launch, enabling quicker market entry. For example, some projects that used to take 33 months now take about 12 months, with some being completed in as little as six to nine months . 🕑 The company uses AI and data mining not only to analyze clinical studies but also to track consumer trends. This helps in creating AI-driven concept development and recipe formulation. 🕒 Nestlé emphasizes differentiation through intellectual property protection. The company has significantly increased its patent filings, seeing a 90% rise in patents for new technologies and innovative solutions. This reflects its commitment to safeguarding its innovation-driven advancements . 🕓 Innovation is fostered through both internal and external partnerships. Internally, initiatives like an "internal Shark Tank" encourage employees to propose ideas, while externally, Nestlé collaborates with startups and institutions, such as the Indian Institute of Millets Research, to drive product development . 🕔 𝑮𝒍𝒐𝒃𝒂𝒍 𝒂𝒏𝒅 𝑳𝒐𝒄𝒂𝒍 𝑺𝒚𝒏𝒆𝒓𝒈𝒚: Nestlé operates a three-tier R&D structure that supports global innovation while also catering to local market needs. This structure allows them to tap into global knowledge and adapt it to regional consumer preferences, ensuring that products resonate with local tastes and conditions . What do you think about these innovation strategies? How do you see other FMCG companies adapting to the changing landscape? Share your thoughts in the comments below and let’s discuss how innovation is shaping the future of the FMCG sector in India! #Innovation #FMCG #India

35

5 Comments

GT is a Pillar of Trade in FMCG.. but like every pillar this also needs refurbishment like Tech, Training, and Transformation. Sales Professionals have to be reskilled with data mindset and embrace technology.

57

3 Comments

An ad from another era. https://lnkd.in/gXsRRKeA Wonder whether its "asli-nakli" angle helped Britannia gain market share from Parle and its Parle G that pretty much defined the glucose biscuits category. This "the real thing / real taste / authentic taste" approach is quite common in the foods category. Both by challenger brands seeking to take on the established / market leader by drawing a comparison with them, as well as by market leaders to reinforce their position when competitors start attacking their turf. While comparative advertising can be helpful, it can also end up reinforcing the other brand that you compared yourself with, and work as free advertising for it. So tread carefully before you dive into doing "us vs them" advertising. Establishing your own differentiation and reasons to buy often works better. It may not be simple to do in a world of parity products, but it's doable and the rewards from it for the brand are generally greater. Have you come across brands that have done this well? Are you wondering how to do it for your own brands? If so, talk to me, and I'll show you how.

1

Localization in True Sense: Reigniting India's FMCG Market From spiced snacks to regionally inspired skincare, FMCG companies in India are embracing localization in its truest sense. Whether it’s grainier tea for the North or shower gels tailored to regional preferences, the focus on "designed for India" has never been stronger. But localization isn’t just about flavors and products. It’s about understanding regional diversity, health-conscious trends, and culturally aligned packaging to truly resonate with Indian consumers. At PepUpSales, we enable #FMCG businesses to amplify this localization journey by leveraging automation and data-driven insights. With our #AllInOnePlatform—featuring #SFA, #DMS, and #RetailApp solutions—we empower businesses to optimize #primarysales, #secondarysales, and #tertiarysales, track demand patterns, and ensure that every region-specific product reaches its audience seamlessly. Because innovation isn’t just about creating new products—it’s about making them accessible everywhere in India while driving business growth. How are you embracing localization in your strategy? Let’s connect! Email now - [email protected] or Call now +91-7042295970 #FMCG #Localization #SalesAutomation #PepUpSales #SFAapp #salesforceautomationsoftware #distributormanagementsystem #fieldsales #fieldsalesreps

20

1 Comment

Proost Beer (Grano69 Beverages), the Delhi-based craft beer startup co-founded by Tarun Bhargava and Vijay P. Sharma, has successfully raised Rs 30 crore in its ongoing Series A funding round. Co-led by Chimes Group and Srinivasan Namala, the round also saw participation from Hyderabad Angels, The Chennai Angels, and other HNIs. The company plans to use the funds to strengthen its supply chain, expand into new markets, and enhance its product portfolio. Known for its premium quality, low-bitter beers, Proost aims to capture a 5% share of the Indian beer market by 2030. The brand competes with major players like Bira 91 and Simba. #Proost #CraftBeer #SeriesAFunding #StartupGrowth #BeerInnovation #ChimesGroup #SrinivasanNamala #StartupFunding #IndianStartups #BeerIndustry #PremiumBeer #MarketExpansion #Startup77

32

3 Comments