FMCG companies go the economy way to push sales

Nov 25 2013, 00:04 IST
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SummaryIndian FMCG majors are now betting big on economy packs to drive volumes in competitive markets

all our brands,” said Chitaranjan Dar, chief executive of ITC Foods.

While home-grown FMCG majors are sharpening their focus on small packs, MNC PepsiCo India is also betting big on small packs to drive volumes in domestic markets. ‘’Smaller packs are a growing part of the snacking category, within which R5 is the most salient and recognised price point. In fact, R5 pack continues to be the highest selling pack for Kurkure. Our flavoured oats range priced at R10 is also doing well,’’ said a spokesperson from PepsiCo India.

Like PepsiCo, GlaxoSmithKline Consumer Healthcare, makers of Horlicks, has also witnessed a jump in the sale of its small pack in the last few months. ‘’Sale of our small packs for Horlicks (R5) has gone up by 6%. in Q2 FY 14,’’ said Ramakrishnan Subramanian, director (finance) GSK consumer during an analyst meet this month.

As the economy slows down, Indian FMCG companies are devising fresh strategic plans with a sharp focus on small packs to retain consumers.

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