Adesh Kiran Gaikwad
Overview of Fast Moving Consumer Goods (FMCG)
Fast-moving consumer goods (FMCG) sector is the 4th largest sector in the Indian
economy with Household and Personal Care accounts for 50% of FMCG sales in India.
The main growth driver for this sector is rising awareness and change in lifestyle of
The urban segment is the largest contributor to the overall revenue generated by the
FMCG sector in India (accounts for 55% revenue share) However, in the last few years,
the FMCG market has grown at a faster pace in rural India compared with urban India.
Each household person spends majorly on FMCG products monthly. The volume of
money that flows against FMCG product in the economy is very high as the number of
consumers of FMCG product are huge in number and also there are large number of
competitors in the market making it impossible to earn abnormal profits.
FMCG industries work heavily on distribution network. Because they want their product
to reach every nook and corner of the country or the world. If any new player who wishes
to enter the market must spend heavily on distribution and promoting brands as there are
many other set players in the market.
FMCG: The Indian Journey
The mighty Indian FMCG is the fourth largest sector in the Indian economy. The growth rate
has shot up astronomically from $30 billion to a projected $74 billion between 2011 and 2018.
The sector is characterised by a strong presence of global businesses, intense competition
between organised and unorganised players, and a well-established distribution network. The
availability of key raw materials, cheaper labour and a ubiquitous presence across the entire
value chain gives the Indian FMCG sphere a huge impetus.
But then as they say Rome wasn’t built in a day, the FMCG sector also did not evolve into such
mammoth proportions overnight. India has always been one of the most populated countries
in the world thus, leading to even larger demand for consumer goods. A country where
reduction in price of FMCG goods has often been one of the main pointers in election
manifestos, we can well ascertain the importance of this sector. So how about we take a walk
down the history lane of the FMCG sector in India.
The period from 1950’s to 1980’s did not see much of a growth in this sector owing to the low
purchasing power of Indians and the government pushing for small scale sectors. HUL and
Amul were one of the only companies that stuck around and evolved as market players. Amul
metamorphosised the dairy sector in India. Established in 1946, Amul brought about white
revolution in India and transformed the unorganised dairy sector to an organised one. They
pioneered products like milk powder and baby food from buffalo milk. The brand continues to
grow stronger by the day and sells around 3960 tonnes of milk products every year.
The Amul girl, their mascot for ages till date catches our attention, doesn’t it?
Another big hotshot at that time — HUL — focused more on the urban sector which then
made up for a tiny part of the Indian population. A game-changing event took place when
NIRMA entered the market and jolted the FMCG sector. It was the first company that bought
the concept of “Value for Money” and made FMCG a common man commodity. MNCs
focusing on the urban and middle class woke up to new market realities and noticed the latent
rural market, thus, came Wheel — yet another household item for many families.
Liberalisation of the Indian Economy saw not only rise in domestic choices but also in
imported ones. Diminishing trade barriers encouraged MNCs to invest more to cater to the
ever-growing 1bn plus population. Rising standards of living in urban areas coupled with the
purchasing power of rural India saw companies introduce everything from a low-end
detergent to a high-end sanitary napkin. Their strategy became two-pronged over the last
One, invest in expanding the distribution reach far and wide across India to enable market
expansion. And two, upgrade existing consumers to value-added premium products and
increase usage of existing product ranges.
So you could see almost all companies — be it an HUL, Godrej, or a Marico outdoing each
other in trying to reach the rural consumers first. Each of them has seen a significant
expansion in their retail reach in mid-sized towns and villages. Some who could not do it on
their own, have piggy-backed on other FMCG major’s distribution network (P&G and Marico
for example). Consequently, companies that took to rural India saw their sales and profits
expanding. For example, currently 50% of all HUL sales come from rural India, making it one
of the biggest beneficiaries.
One of the biggest changes to hit the FMCG industry was the ‘sachet’ revolution. In the last 3
years, detergent, shampoo, hair oil, biscuit, chocolate and a host of other companies, have
introduced products in smaller package sizes, at lower price points. This is the single big
innovation to reach new users and expand market share for value-added products in urban
India (especially tier II and tier III cities), and for general FMCG products like detergents,
soaps and oral care in rural India. From being luxuries to becoming necessities, FMCG sector
has come a long way. It has deeply penetrated our lives and spoilt us with choices. These latest
trends have tremendously evolved the face of this sector:
First, the focus on making tasty yet healthy food became almost a sure-shot way to success.
Health and wellness is a mega trend shaping consumer preferences and shopping habits and
FMCG brands are listening. Leading global and Indian food and beverage brands have
embraced this trend and are focused on creating new emerging brands in health and wellness.
Second, the death of traditional advertising and the success of digital media and new viewing
channels like Netflix, Hot Star, Jio Movies have started endangering events-driven
advertising. Even Nestle re-launched its noodles via Snapdeal, a tribute to the reach of E-
Today’s youth embraces speed. They want packaged goods that work better, faster, and
smarter. The “need for speed” trend highlights the importance of speed as a decisive purchase
factor for packaged goods products in a world where distinctions between products are
Some FMCG brands today are also returning to their Indian roots. Be it Paperboat’s entry into
Indian beverages, Chedda foods making banana / tapioca chips, Balaji Wafers winning the
extruded snacks market, those who have grabbed share from incumbents have been ethnic-
focused players as opposed to say Kellogs or Dominos.
With the implementation of GST, the future of this sector shines bright, apart from driving
supply chain efficiencies, GST will bring untaxed players into the tax net and level the playing
field for the larger, established players in the sector.
FMCG Market Size
The retail market in India is estimated to reach US$ 1.1 trillion by 2020 from US$ 840
billion in 2017, with modern trade expected to grow at 20-25% per annum, which is likely to
boost revenue of FMCG companies. The FMCG market in India is expected to increase at a
CAGR of 14.9% to reach US$ 220 billion by 2025, from US$ 110 billion in 2020.
The Indian FMCG industry grew by 16% in CY21 a 9- year high, despite nationwide
lockdowns, supported by consumption-led growth and value expansion from higher product
prices, particularly for staples. The Indian processed food market is projected to expand to
US$ 470 billion by 2025, up from US$ 263 billion in 2019-20.
FMCG giants such as Johnson & Johnson, Himalaya, Hindustan Unilever, ITC, Lakmé and
other companies (that have dominated the Indian market for decades) are now competing
with D2C-focused start-ups such as Mamaearth,
The Moms Co., Bey Bee, Azah, Nua and Pee Safe. Market giants such as Revlon and Lotus
took ~20 years to reach the Rs. 100 crore (US$ 13.4 million) revenue mark, while new-age
D2C brands such as Mamaearth and Sugar took four and eight years, respectively, to achieve
Advertising volumes on television recorded healthy growth in the July-September quarter,
registering 461 million seconds of advertising, which is the highest in 2021. FMCG continued
to maintain its leadership position with 29% growth in ad volumes against the same period
in 2019. Even the e-commerce sector showed a healthy 26% jump over 2020.
Major Segments in FMCG Sector
FMCG products are typically divided into various types depending on the sector they
are sold in. These consist of the following:
Food and Beverages
Home Care Commodities
1. Food & Beverages
Due to their short shelf lives and high turnover rates, food and beverage products
typically fall under the FMCG category. Listed below are countless examples of food
and beverage products that are usually categorized as FMCGs-
Prepared foods like Pasta, Bread, and Potato Chips.
Food that is ready to eat, such as Crisps or Nut Packets.
Beverages like Soda Cans, Coffee Cups, and Bottled Water.
2. Personal Care
Shampoo and Toothpaste are examples of personal care items that fall under the
FMCG category because consumers frequently use them, often purchase them at low
prices, and they are not long-lasting. Examples of these are lotions, Hair Dye,
Lipsticks, Cosmetics, Deodorants, Bath Soap, and other dental care items.
3. HealthCare Goods
Healthcare products are included in the FMCG category because they are frequently
in high demand, poorly made, and widely dispersed. These consist of items like
Syringes, Bandages, Plasters, etc.
4. Home Care Commodities
5. Household goods also fall under this category since they are frequently
standardized, low-durability products widely distributed and sold at typically
low unit prices. They include Dusters, Toilet Paper, Bleach, Cleaning Supplies,
and Kitchen Towels.
Some of the major initiatives taken by the Government to promote the
FMCG sector in India are as follows
As per the Union Budget 2022-23:
Rs. 1,725 crore (US$ 222.19 million) has been allocated to the Department of Consumer
Rs. 215,960 crore (US$ 27.82 billion) has been allocated to the Department of Food and
In FY 2021-22, the government approved Production Linked Incentive Scheme for Food
Processing Industry (PLISFPI) with an outlay of Rs. 10,900 crore (US$ 1.4 billion) to help
Indian brands of food products in the international markets.
The government’s production-linked incentive (PLI) scheme gives companies a major
opportunity to boost exports with an outlay of US$ 1.42 billion.
In November 2021, Flipkart signed an MoU with the Ministry of Rural Development of the
Government of India (MoRD) for their ambitious Deendayal Antyodaya Yojana – National
Rural Livelihood Mission (DAY-NRLM) programme to empower local businesses and self-
help groups (SHGs) by bringing them into the e-commerce fold.
Companies are counting on recent budget announcements like direct transfer of 2.37 lakh
crore (US$ 30.93 billion) in minimum support payment (MSP) to wheat and paddy farmers
and the integration of 150,000 post offices into the core banking system to expand their reach
in rural India.
The Government of India has approved 100% FDI in the cash and carry segment and in
single-brand retail along with 51% FDI in multi-brand retail.
The Government has drafted a new Consumer Protection Bill with special emphasis on setting
up an extensive mechanism to ensure simple, speedy, accessible, affordable, and timely
delivery of justice to consumers.
The Goods and Services Tax (GST) is beneficial for the FMCG industry as many of the FMCG
products such as soap, toothpaste and hair oil now come under the 18% tax bracket against
the previous rate of 23-24%. Also, GST on food products and hygiene products has been
reduced to 0-5% and 12-18% respectively.
GST is expected to transform logistics in the FMCG sector into a modern and efficient model
as all major corporations are remodelling their operations into larger logistics and
Major Players in Sector
Top Ten Players in FMCG Sector (based on their revenue)
1. Hindustan Unilever Limited (HUL)
2. ITC Limited
4. Britannia Industries Limited
5. The Godrej Group
7. Varun Beverages Ltd.
8. Tata Consumer Products
9. Marico Ltd.
10. United Spirit Ltd.
Other major players in the industry
12. GlaxoSmithKline Consumer Healthcare ltd.
13. Emami Ltd.
14. Reckitt Benckiser
15. Johnson & Johnson
16. Nirma ltd.
17. Cadbury India.
Current outlook of the global FMCG sector
The FMCG sector, in its entirety, has been experiencing consistent healthy growth over the last
decade, owing to the increased adoption of experience retailing, where consumers equate
shopping with social and leisurely experiences.
Region-wise, in the middle east, Egypt recorded the highest total consumer spending on food
and non-alcoholic beverages. Before COVID-19 particularly, the country had hugely benefited
from rising consumer demands, especially for consumer-packaged goods. In the MENA region,
there are more than 60 free economic zones that extend business incentives, including tax
exemptions and modern infrastructure for such businesses.
During Covid-19 induced lockdowns, restrictions on movement and social contact, online and
mobile shopping went through the roof, especially in categories such as grocery, food, and
beverages, other essentials. Now, that the incidences of Covid have reduced from earlier levels
and vaccinations have happened, these trends are still likely to stay forever.
In 2021, the global economy witnessed inflation which impacted the growth in consumer
spending and increase in prices of products that shoppers had to bear. In terms of volume sales
in FMCG and shopping frequency of consumers, most markets such as East Africa and North
America witnessed a dip, except Egypt.
Globally, one category, however, showed tremendous potential, which is the Chocolate
Confectionery market. Its market size, according to reports, is projected to touch $265.9 billion
by 2028, rising at a market growth of 6.7% CAGR between 2022 and 2028. Within the segment,
manufacturers of nuts stands to gain, as nuts complement chocolate exquisitely, delivering a
variety of nutritional and sensory benefits. Further, many consumers are now choosing
healthier options in chocolate that are good for their health and the environment.
It is important to mention here that, there has been a tremendous rise in the demand for
premium or specialty chocolates, especially in developed markets with a growing trend expected
in the coming years. Today, consumer wants information about the origins of ingredients used
in chocolate confectioneries. Also, the growing popularity of clean-label and organic products
for general well-being has furthered the demand for dark and sugar-free chocolate treats with
higher cocoa content. In the coming years, the surge in public awareness about labor rights is
projected to increase demand for fair-trade chocolate.
As every industry today is intertwined with global market dynamics, economic tectonics cannot
be ignored. While we witnessed robust recovery from the impact of Covid in 2021, registering
the highest growth rate in more than four decades, majorly fuelled by strong consumer
spending and uptick in investments with trade in goods crossing pre-pandemic levels, regions
such as China, the United States, and the European Union saw considerable slowdown by the
end of 2021 as the impact of monetary and fiscal stimuli began to retreat and supply chain
disruptions emerged. The growing inflationary conditions are also impacting recovery
momentum. There are added headwinds such as labour market challenges and new variants of
the omicron virus emerging.
As per the United Nations World Economic Situation and Prospects (WESP) 2022, after
snowballing by 5.5 per cent in 2021, the global output is anticipated to grow by only 4.0 per cent
in 2022 and 3.5 per cent in 2023. However, since a recession is not currently underway, as
experts opine, market recovery is foreseen to pick up space soon.
Indian FMCG Market Scope
Largest Obstacles in the FMCG Sector
Below are a few of the most intriguing challenges and trends in the FMCG Sector:
Difficulty in Data Management
As the capacity to gather, store, and process data increases exponentially, a data
explosion is underway. The FMCG industry already had weekly consumer sales, brand
tracking, consumer panels, shopper data from helpful and well-paid retailers, and,
depending on which data/analytics organization you speak to, another few hundred
metrics. However, 95% unfortunately of the data produced and sold to eager analysts
and marketers is useless.
The more intelligent businesses will purchase only the necessary information
(managing information costs), identify the proper connections to consumer
behaviour, and use that information wisely to create products, regulate trade, and
interact with customers.
Nowadays, information travels quickly. A tweet, FB post, or YouTube video can
become famous overnight. A company can no longer sell a product in a less developed
market that was unsellable in a developed market because of safety concerns because
regulations have not kept up.
While consumer information is easily accessible through a Google search, rules will
take some time to catch up. There will be no place to hide and rapid information
dissemination. Smarter brands will use cutting-edge strategies to effectively use this
to reach a global audience while minimizing brand communication costs.
Purchasing Groceries Online
Despite having a small base, this is expanding quickly in most developed markets.
Although most of the larger brick-and-mortar stores now provide online shopping and
delivery, more niche online stores with limited product selections and higher prices
will start to appear.
In addition, brands that expand by releasing a new flavour or fragrance every three
months will struggle as some of these small-range online retailers develop because
managing categories and ranges will become easier but brutal for brand owners.
Appeal to All Age Groups
How would a supermarket's product selection change if everyone who shopped there
was over 50? Fresh foods, fish (salmon), whole grain products, high-end sweets, and
a long aisle of health supplements are all present. This group will value food quality
more highly because they have more money.
For brands, the dilemma will be to appeal to this ageing demographic while still being
relevant enough to draw in younger customers.
Conservation and Atmosphere
Companies that can show sustainability throughout their entire ecosystem will have
higher consumer bonding scores. However, because consumers increasingly view
conservation as a given rather than a luxury that only a select few can afford, the
capacity to charge a premium to encompass increased costs will remain constrained.
According to research, ITC Ltd. seems to be best stock in FMCG sector.
History and Evolution
Established in 1910, ITC Limited is a diversified conglomerate with businesses spanning Fast Moving
Consumer Goods comprising Foods, Personal Care, Cigarettes and Cigars, Education & Stationery
Products, Incense Sticks and Safety Matches; Hotels, Paperboards and Packaging, Agri Business and
Information Technology. The Company was incorporated on August 24, 1910 under the name Imperial
Tobacco Company of India Limited. As the Company's ownership progressively Indianised, the name of
the Company was changed to India Tobacco Company Limited in 1970 and then to I.T.C. Limited in 1974.
In recognition of the ITC's multi-business portfolio encompassing a wide range of businesses, the full
stops in the Company's name were removed effective September 18, 2001. The Company now stands
rechristened 'ITC Limited,' where 'ITC' is today no longer an acronym or an initialised form.
A Modest Beginning
The Company's beginnings were humble. A leased office on Radha Bazar Lane, Kolkata, was the centre of
the Company's existence. The Company celebrated its 16th birthday on August 24, 1926, by purchasing
the plot of land situated at 37, Chowringhee, (now renamed J.L. Nehru Road) Kolkata, for the sum of Rs
310,000. This decision of the Company was historic in more ways than one. It was to mark the beginning
of a long and eventful journey into India's future.
1925: Packaging and Printing: Backward Integration
Though the first six decades of the Company's existence were primarily devoted to the growth and
consolidation of the Cigarettes and Leaf Tobacco businesses, ITC's Packaging & Printing Business
was set up in 1925 as a strategic backward integration for ITC's Cigarettes business. It is today
India's most sophisticated packaging house.
1975: Entry into the Hospitality Sector - A 'Welcom' Move
The Seventies witnessed the beginnings of a corporate transformation that would usher in momentous
changes in the life of the Company. In 1975, the Company launched its hotels business with the
acquisition of a hotel in Chennai which was rechristened 'ITC-Welcomgroup Hotel Chola' (now renamed
Welcomhotel by ITC Hotels, Cathedral Road, Chennai). The objective of ITC's entry into the hotels
business was rooted in the concept of creating value for the nation. ITC chose the Hotels business for its
potential to earn high levels of foreign exchange, create tourism infrastructure and generate large scale
direct and indirect employment. Since then ITC's Hotels business has grown to occupy a position of
leadership, with over 115 owned and managed properties spread across India under four brands namely,
ITC Hotels, Welcomhotel, Fortune Hotels and WelcomHeritage.
ITC Hotels recently took its first step toward international expansion with an upcoming super premium
luxury hotel in Colombo, Sri Lanka.
1979: Paperboards & Specialty Papers - Development of a Backward Area
In 1979, ITC entered the Paperboards business by promoting ITC Bhadrachalam Paperboards Limited.
Bhadrachalam Paperboards amalgamated with the Company effective March 13, 2002, and became
Division of the Company, Bhadrachalam Paperboards Division. In November 2002, this division merged
with the Company's Tribeni Tissues Division to form the Paperboards & Specialty Papers Division. ITC's
paperboards' technology, productivity, quality and manufacturing processes are comparable to the best
in the world. It has also made an immense contribution to the development of Sarapaka, an economically
backward area in the state of Andhra Pradesh. It is directly involved in education, environmental
protection and community development. In 2004, ITC acquired the paperboard manufacturing facility of
BILT Industrial Packaging Co. Ltd (BIPCO), near Coimbatore, Tamil Nadu. The Kovai Unit allows ITC to
improve customer service with reduced lead time and a wider product range.
1985: Nepal Subsidiary - First Steps beyond National Borders
In 1985, ITC set up Surya Tobacco Co. in Nepal as an Indo-Nepal and British joint venture. In August 2002,
Surya Tobacco became a subsidiary of ITC Limited and its name was changed to Surya Nepal Private
Limited (Surya Nepal). In 2004, the company diversified into manufacturing and exports of garments.
1990: Paperboards & Specialty Papers - Consolidation and Expansion
In 1990, ITC acquired Tribeni Tissues Limited, a Specialty paper manufacturing company and a major
supplier of tissue paper to the cigarette industry. The merged entity was named the Tribeni Tissues
Division (TTD). To harness strategic and operational synergies, TTD was merged with the Bhadrachalam
Paperboards Division to form the Paperboards & Specialty Papers Division in November 2002.
1990: Agri Business - Strengthening Farmer Linkages
Also in 1990, leveraging its agri-sourcing competency, ITC set up the Agri Business Division for export of
agri-commodities. The Division is today one of India's largest exporters. ITC's unique and now widely
acknowledged e-Choupal initiative began in 2000 with soya farmers in Madhya Pradesh. Now it extends
to 10 states covering over 4 million farmers. Also, through the 'Choupal Pradarshan Khet' initiative, the
agri services vertical has been focusing on improving productivity of crops while deepening the
relationship with the farming community.
2002: Education & Stationery Products - Offering the Greenest products
ITC launched line of premium range of notebooks under brand Paperkraft in 2002. To augment its
offering and to reach a wider student population, the Classmate range of notebooks was launched in
2003. Classmate over the years has grown to become India's largest notebook brand and has also
increased its portfolio to occupy a greater share of the school bag. Years 2007- 2009 saw the launch of
Practical Books, Drawing Books, Geometry Boxes, Pens, and Pencils under the 'Classmate' brand.
'Paperkraft' offers a diverse portfolio in the premium executive stationery and office consumables
2000: Information Technology - Business Friendly Solutions
In 2000, ITC spun off its information technology business into a wholly owned subsidiary, ITC Infotech
India Limited, to more aggressively pursue emerging opportunities in this area. Today ITC Infotech is one
of India's fastest growing global IT and IT-enabled services companies and has established itself as a key
player in offshore outsourcing, providing outsourced IT solutions and services to leading global
customers across key focus verticals - Banking Financial Services & Insurance (BFSI), Consumer Packaged
Goods (CPG), Retail, Manufacturing, Engineering Services, Media & Entertainment, Travel, Hospitality,
Life Sciences and Transportation & Logistics.
2001: Branded Packaged Foods - Delighting Millions of Households
ITC's foray into the Foods business is an outstanding example of successfully blending multiple internal
competencies to create a new driver of business growth. It began in August 2001 with the introduction of
'Kitchens of India' ready-to-eat Indian gourmet dishes. In 2002, ITC entered the confectionery and staples
segments with the launch of the brands mint-o and Candyman confectionery and Aashirvaad Atta (wheat
flour). 2003 witnessed the introduction of Sunfeast as the Company entered the biscuits segment. ITC
entered the fast-growing branded snacks category with Bingo! in 2007. In 2010, ITC launched Sunfeast
Yippee! to enter the Indian instant noodles market. In September 2014, ITC launched GumOn Chewing
Gum marking the entry into the category of gums. The Company entered the Fruit-based juices and
beverages market with the launch of B Natural Fruit beverages in January 2015. ITC's forayed into the
dairy segment with the launch of Aashirvaad Svasti Ghee in November 2015. Launched in April 2016,
Fabelle chocolates are ITC's premier offering in the luxury chocolate space. ITC forayed into the branded
coffee category in July 2016 with the launch of Sunbean Gourmet Coffee. In February 2017, ITC launched
ITC MasterChef super safe spices - the first-of-its-kind spices launched in India, offering export quality
super safe spices to the Indian homemaker. ITC MasterChef Prawns were launched in June 2017 as the
Company entered the Frozen foods segment. ITC's first foray into fresh fruits and vegetables segment was
marked with the launch of Farmland Potatoes in November 2017. In 2018, ITC forayed into the packaged
milk segment with the launch of Aashirvaad Svasti pouch milk and into dairy-based beverages with the
Sunfeast Wonderz range of milkshakes. The ITC Master Chef Frozen Snacks range was also introduced the
same year, marking the Company's first venture into the frozen snacks segment. In July 2020, ITC
acquired spices maker Sunrise Foods, looking to augment its product portfolio.
In just over a decade and a half, the Foods business has grown to a significant size under numerous
distinctive brands, with an enviable distribution reach, a rapidly growing market share and a solid market
2002: Agarbattis & Safety Matches - Supporting the Small and Cottage Sector
In 2002, ITC's philosophy of contributing to enhancing the competitiveness of the entire value chain
found yet another expression in the Safety Matches initiative. ITC now markets popular safety matches
brands like iKno, Mangaldeep and Aim.
ITC's foray into the marketing of Agarbattis (incense sticks) in 2003 marked the manifestation of its
partnership with the cottage sector. Mangaldeep is a highly established national brand and is available
across a range of fragrances like Rose, Jasmine, Bouquet, Sandalwood and 'Fragrance of Temple'.
2005: Personal Care Products - Expert Solutions for Discerning Consumers
ITC entered the Personal Care Business in 2005 and the portfolio has grown under 'Essenza Di Wills',
'Fiama', 'Vivel' 'Superia' brands which have received encouraging consumer response and have been
progressively extended nationally. In May 2013, the business expanded its product portfolio with the
launch of Engage deodorants. ITC marked its foray into the health space with the acquisition of the brand
Savlon and Shower to Shower in 2015. In 2017, the business acquired the brand Charmis to enhance its
skincare portfolio. In 2018, ITC acquired the brand Nimyle to enter the floor cleaner space. In 2018, the
business also launched the Dermafique brand, foraying into the premium skincare product territory. In
2020, the Personal Care Product Business launched multiple personal and home hygiene products and
entered the fruit and vegetable wash category with the launch of brand Nimwash. In 2021, dishwash gel
Nimeasy was launched.
2010: Expanding the Tobacco Portfolio
In 2010, ITC launched its handrolled cigar, Armenteros, in the Indian market. Armenteros cigars are
available exclusively at tobacco selling outlets in select hotels, fine dining restaurants and exclusive clubs.
List of Products & Brands
Kitchens of India
ITC Master Chef
Other businesses include:
ITC's hotels (under brands including Welcome Hotel) have evolved into being India's second
largest hotel chain with over 80 hotels throughout the country. ITC is also the exclusive franchise
in India of two brands owned by Sheraton International Inc.- The Luxury Collection and
Sheraton which ITC uses in association with its own brands in the luxury 5 star segment. Brands
in the hospitality sector owned and operated by its subsidiaries include Fortune and Welcome
Paperboard, Specialty Paper, Graphic and other Paper.
Packaging and Printing for diverse international and Indian clientele.
Infotech (through its fully owned subsidiary ITC Infotech India Limited which is a SEI CMM
Level 5 company) .
Board of Directors
Competitors of ITC
Nestlé S.A. is a Swiss multinational food and beverage company headquartered in Vevey,
Vaud, Switzerland. It is the largest food company in the world by sales and other metrics as
of 2014. It ranked 64th in the 2017 Fortune Global 500 list and 33rd in the 2016 Forbes
Global 2000 list of largest publicly traded companies.
Hindustan Unilever Limited (HUL) is a consumer goods company headquartered in
Mumbai, India. It is a subsidiary of Unilever, a British company. Its products include food,
beverages, detergents, personal care products, water purifiers and other fast moving
consumer goods.HUL was founded in 1931 as Hindustan Vanaspati Manufacturing Co. and
was renamed Hindustan Lever Limited after a merger of the separate groups in 1956. The
company was renamed Hindustan Unilever Limited in June 2007.
Marico Limited is an Indian multinational consumer goods company that provides
consumer goods and services in the health, beauty and wellness sectors. Headquartered in
Mumbai, Maharashtra, India, Marico has operations in over 25 countries in Asia and Africa.
With its portfolio of brands like Parachute, Saffola, hair & Care, Parachute Advanced, Nihar
Naturals, Mediker and many more, the company touches the lives of one in three Indians.
The company owns brands in the categories of hair care, skin care, edible oils, health food,
men’s care and textile care.
The Procter & Gamble Company (P&G) is an American multinational consumer
products company headquartered in Cincinnati, Ohio, founded in 1837 by William Procter
and James Gamble. The company specializes in a wide range of personal health, personal
care and hygiene products. These products are divided into several segments, including
beauty, personal care, health care, textile and household care, and baby, feminine and family
care. Prior to the sale of Pringles to Kellogg’s, the product portfolio also included food,
snacks, and beverages. P&G is based in Ohio.
L’Oréal S.A. is a French personal care products company headquartered in Clichy, Hauts-
de-Seine, with a branch in Paris. It is the largest cosmetics company in the world and has
developed activities in hair color, skin care, sun protection, makeup, fragrance, and hair care.
Nirma is a group of companies based in the city of Ahmedabad in the Indian state of
Gujarat that manufactures products such as detergents, soaps, cement, cosmetics, salt, soda,
LAB and injectables. Karsanbhai Patel, an entrepreneur and philanthropist, founded Nirma
in 1969 as a one-man operation.
ITC Ltd STP & USP
Segment: Products and services for daily needs
Target Group: Every Indian household, especially the middle class
Positioning: Permanent value. For the nation. For the shareholder
ITC Limited USP
ITC is one of the best large companies in the world.
Financial Analysis of ITC Ltd.
Here is the last 5 years of data of ITC Ltd.
PROS and CONS of ITC Ltd.
According to research, ITC Ltd. seems to be best stock in FMCG sector.
Dabur India Ltd.
According to Reports return in Last 3 years is Only 5.68%.
History & Background
1884 - Established by Dr. S K Burman at Kolkata
1896 - First production unit established at Garhia
1919 - First R&D unit established
1930 - Automation and upgradation of Ayurvedic products manufacturing initiated
1936 - Dabur (Dr. S K Burman) Pvt. Ltd. Incorporated
1940 - Personal care through AyurvedaDabur introduces Indian consumers to personal care through
Ayurveda, with the launch of Dabur Amla Hair Oil. So popular is the product that it becomes the
largest selling hair oil brand in India.
1949 - Launched Dabur Chyawanprash in tin pack Widening the popularity and usage of traditional
Ayurvedic products continues. The ancient restorative Chyawanprash is launched in packaged form
and becomes the first branded Chyawanprash in India.
1957 - Computerisation of operations initiated
1970 - Entered Oral Care & Digestives segment Addressing rural markets where homemade oral care
is more popular than multinational brands, Dabur introduces Lal Dant Manjan. With this a
conveniently packaged herbal toothpowder is made available at affordable costs to the masses.
1972 - Shifts base to Delhi from Calcutta
1979 - Dabur Research Foundation set up
1979 - Commercial production starts at Sahibabad, the most modern herbal medicines plant at that
1984 - Dabur completes 100 years
1988 - Launches pharmaceutical medicines 1989 - Care with fun The Ayurvedic digestive formulation
is converted into a children's fun product with the launch of Hajmola Candy. In an innovative move, a
curative product is converted to a confectionary item for wider usage.
1992 - A new range of coconut oil under the brand name `Anmol' was launched. The company
developed Dab 10, an intermediate for anti-cancer drug namely Taxol.
2001- Dabur India Ltd. proposes to increase the number of directors on its board, by adding three new
2000 - Dabur India Ltd has informed that Mr. Ninu Khanna would now be continuing as CEO &
Director till the Date of the next Board Meeting scheduled to be held on January 22, 2002
2003 -The fourth Largest FMCG, Dabur India Ltd has tied with Free Markets Inc. for using leading
edge technologies to execute online markets for its procurement needs
2012- Namaste Cosmeticos Ltd, has been added as the Company's new step down subsidiary
Company in Brazil.
2020 -Dabur Launches Ayurvedic Medicinal Hair Oil- Dabur Keratex in Kerala.
-Dabur has launched the new baby care products on e-commerce platform Amazon.
2021 -Dabur enters the Health Food Drink category with 'Dabur Vita'.
-Dabur launches New Vatika Enriched Coconut Hair Oil.
Contemporise Ayurveda and make it relevant for the new generation.
Dedicated to the Health & Well-Being of every Household.
Profile of Dabur India Limited
The Company has a wide distribution network, covering over 6.7 million retail outlets with a
high penetration in both urban and rural markets.
Dabur India Limited products also have a huge presence in the overseas markets and are
today available in over 100 countries across the globe. Its brands are highly popular in the
Middle East, Africa, SAARC countries, US, Europe and Asia. Dabur’s overseas revenues
account for 28.2% of the total turnover.
Dabur International Business
List of Dabur International Business
1. Dabur Honitus Herbal Lozenges (in UAE)
2. Hobby Sea Salt Spray (in Turkey)
3. Hobby Kids Hair Gel (in Turkey)
4. Hobby BB Weightless Hair Mousse (in Turkey)
5. Dabur Organic Virgin Coconut Oil (in GCC) international business
6. Dabur Herb’l Toothpaste Alpha Range (in UAE and Oman)
7. Vatika Sanitizing Body Wash (across GCC markets)
8. Dermoviva Sanitizing Range of Gels, Soaps, Sprays and Wipes (across overseas
9. Dabur Amla Hair Repair Solutions (in UAE and Oman)
10. Garden of Eden Liquid Soap (in Turkey)
11. Hobby Marshmallow Shower Gels (in Turkey)
12. Hobby Fresh Care Shower Gels (in Turkey)
13. ORS Colorblast Range (in USA)
Competitors of Dabur
Changsha Hair Biological Tech
SWOT Analysis of Dabur
according to research dabur india is the worst stock of fmcg sector.
NSE -0.83 % fell nearly 4% to Rs 533 in Friday's trade on BSE after the company reported a
5.4% year-on-year (YoY) decline in consolidated net profit for the December quarter at Rs
476 crore. However, the company's revenue from operations grew a moderate 3.4% to Rs