FMCG – Evolution :
1950’s-80’s – Low Investment in the sector
Low purchasing power
Govt’s emphasis on small scale sector
HLL and other company’s urbane focus
Entry of MNCs
Focus shifted to getting to rural consumer first
Others, like Nestle, remained with the urban population
Latest fad to hit the market is the ‘sachet’ bug.
Mushrooming of regional brands
Nirma enters and changes the focus to ‘Value for Money’ in the70’s
Post liberalization, Jyothi Laboratories, ‘Ghari’ Detergent and‘Anchor’ toothpaste giving the nation-wide brands a run for theirmoney.
FMCG SECTOR :
Fast Moving Consumer Goods (FMCG) goods are popularly named as consumerpackaged goods. Items in this category include all consumables (other thangroceries/pulses) people buy at regular intervals. The most common in the listare toilet soaps, detergents, shampoos, toothpaste, shaving products, shoepolish, packaged foodstuff, household accessories and extends to certainelectronic goods. These items are meant for daily of frequent consumption andhaveahighreturn. .A major portion of the monthly budget of each household is reserved for FMCGproducts. The volume of money circulated in the economy against FMCGproducts is very high.