As consumers in India today, we are spoiled for choice when it comes to buying our regular fast-moving consumer goods (FMCG) products. A wide range of retail formats across traditional trade, modern trade and online stores make it convenient to replenish our homes without giving it much thought.
In contrast, FMCG manufacturers regularly lose sleep over the best strategies to get their brand of products into an increasing number of homes, thereby driving growth and reaching untapped markets….
