THE RESURGENCE OF small and regional brands within the ₹5-trillion domestic fast-moving consumer goods (FMCG) market has forced national players to be on their toes. Nimble-footed and aggressive, these small players have used a combination of 4 Ps -- product, packaging, promotion and pricing -- to compete with the big boys.
Some experts say that the shift from unbranded to branded products is aiding overall growth. Others admit that a deep understanding of local needs coupled with a lean management structure is giving a boost to sales.
"The ability to take quick decisions, keep one's ears to the ground and move quickly apart from a thorough understanding of the regional market are at the heart of the success of local brands," says Somnath Modi, director, Jaya Industries, a Kolkata-based biscuit and cake manufacturer, which operates in markets such as Bihar, West Bengal and Odisha.
Jaya Biscuits, according to Kantar Worldpanel, has seen penetration grow by 18-20% in the last one year within households in the east on the back of an aggressive push of its ₹10 packs.
Diese Geschichte stammt aus der November 27, 2023-Ausgabe von Financial Express Mumbai.
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Diese Geschichte stammt aus der November 27, 2023-Ausgabe von Financial Express Mumbai.
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