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Upstart Indian FMCG Pins Growth Plans On Consumer Insights

November 18, 2015: 12:00 AM EST
A small but ambitious Indian FMCG company with roots in retail believes it may have a marketing edge on the entrenched big brands that dominate the retail universe in the country. Future Group believes that its understanding of Indian needs and preferences will make a big difference. The company has learned that cheaper prices and fancy store displays don’t work as well as consumer insights. Consider body wash, for example, a product that does not sell well. Imported brands tend to be expensive and thick, made for consumers used to taking showers.  Future Group came up with a cheaper product, Think Skin, that is thinner and better suited for use with mugs and buckets. It is now a market leader.
Ravi Balakrishnan, "Can FMCG newbie Future Group take on biggies Britannia & Unilever?", Economic Times, November 18, 2015, © Bennett, Coleman & Co. Ltd.
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