Prompted by the Covid-19 induced lockdown, several FMCG companies from Dabur and ITC to Mondelez and Marico are using e-commerce platforms to launch products before making them available in traditional retail shops. While this has resulted in the increase of e-commerce share of FMCG sales, marketers said the online-only or online-first strategy work well for slightly niche or premium brands ...

Everyone knows that despite sliding into slow lane, Britannia has bucked during the Covid time. Berry says that the story of present day Brittania begun in the third week of March. With subsequent extensions till end-May, for the foods company that derived roughly 95 % of its sales from biscuits, bakery and dairy had no option but to do a ...

Our team realigned our research parameters to look for brands who are trying to focus not just on the health of the ingredients that we eat but the production and packaging process that impacts the health of the planet and of course its people and other lives on it. ...

Drink because you are happy. Drink because it feels out of the world.  India’s craft beer and mead brands are brewing up a storm in the Indian market and showing the potential of being a hit globally. With local being the new norm set by the government of India, and multiple restrictions being imposed on the imported liquor brands including ...

The secret formula of a brand to stand out in the market is to offer a solution to address its consumers’ pain points. Atleast, that’s what most successful  brands seem to do. But do you think brands have infinite resources or a perfect product or a sales strategy to grow in a market filled with competition?  Even if brands do ...

With challenges facing the manufacturing and selling of essential food products during the lockdown period, and now with the increase in COVID19 cases, FMCG companies have been forced to respond with agility, come up with innovative strategies and take appropriate measures to stay in the game. While some have struggled to deal with the crisis, others have found out ways ...

Empowered with freedom and opportunity while aiming to make a difference in the lives of the consumers, Marico personifies India’s story of change. Not only do they claim to add value in the lives of 1 out of every 3 Indians, but are also confident about their values and practices which make them stand out from a million companies. In ...

What is it about nostalgia that makes us revisit old songs, flip through damp photos or visit places where we have created everlasting memories. It is that element of happy recall that makes nostalgic events make an instant connect. The iconic jingle Ting-ting ti-ting’ from the makers of goodness, Britannia, makes us go down our memory lanes as we associate ...

Only a handful of enterprises in the world have traversed a 100-year journey and still managed to remain contemporary and competitive with the changing trends and consumer demands. The transformation from a small outpost of an overseas-owned company with a single product to one of India’s most valuable and admired multi-dimensional and multi-business enterprises, ITC has been able to achieve ...