Looks can be deceiving in India’s fast-moving consumer goods (FMCG) market. In spite of the sector’s stable, growing and lucrative appearance, it remains highly elusive and competitive. It’s also very sensitive, as one new product or a simple innovation can change market share in just a matter of days.
So even though the FMCG sector is one of opportunity, success is far from easy. Notably, the sector’s astonishing 18.5 percent overall year-on-year growth rate indicates that some companies got it right while the rest witnessed only moderate growth. And the companies that have performed strongly did so during very challenging economic times—evidence that strong products can succeed even when times are tough.