Upstart Indian FMCG Pins Growth Plans On Consumer Insights

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.