Return of The FMCG Giants

How legacy FMCG companies staged a comeback in their battle with new-age brands by investing in data-led strategies, acquisitions and premium product portfolio.

- Ajita Shashidhar

FOR A SLICE OF THE PIE

$110 billion FMCG market size in 2020; projected to touch $220 billion by 2025.

$24.53 billion Personal care market in 2022; expected at $33.3 billion by 2023.

$35 billion Branded food market in 2022; expected at $70 billion by 2025.

OVER 25% of demand for Hindustan Unilever (HUL) has come from digital channels in the past year. The ₹52,446 crore revenue fast-moving consumer goods (FMCG) company has also launched five digital-first beauty brands. The company’s expanding online presence is reflected in its B2B app, Shikhar, which now has over one million retailers.

The ₹14,709 crore Nestle India, country’s largest listed food company, has launched its own direct-to-consumer (D2C) platform, MyNestle, which delivers Maggi noodles, Nescafe and Milkmaid directly to consumers. Also on offer are gourmet chocolates, baby food, health food and protein-based beverages. The company has launched over 100 products over past couple of years.

Similarly, FMCG arm of the cigarettes-to-hotels conglomerate, ITC, now earns more than 10% revenue from digital platforms. Its D2C platform, ITC Store, is the go-to place for ready-to-cook delicacies, chocolates, plant-based meat, premium skincare products and stationery. ITC has also acquired popular D2C brands Yoga Bar and Mother Sparsh to expand into adjacent categories.