We help consumer products companies enter new markets and categories, develop go-to-market models, generate consumer insights, launch new brands and accelerate growth in the fast-changing Indian consumer goods industry.
Navigating a shifting consumer products landscape
The consumer goods industry is undergoing profound change, CPG companies that fail to keep pace will be left behind.
Rise of digital
The marketing of consumer products has been revolutionised by customers’ migration to digital and social media channels to evaluate, purchase and engage with brands. Consumer packaged goods companies need to rethink their sales & marketing strategies to align with today’s new customer decision journey.
New type of competition
Consumer products companies now face competition from new D2C brands that leverage digital technologies and new consumer behaviour to scale quickly. At the same time, traditional companies from other sectors have entered multiple consumer goods categories by addressing India-specific consumer needs.
Disruption in distribution channels
Distribution of consumer packaged goods in India is changing radically. E-commerce is projected to overtake modern trade by 2025. At the same time organised brick-and-mortar retailers remain highly relevant especially in urban India.
Shrinking product life-cycles
Consumer products life-cycles are shrinking across consumer goods categories due to rapid developments in technology, fast-changing customer needs, intensifying competition and changing regulatory requirements.