MUMBAI: Ten of India's biggest FMCG companies recorded a cumulative increase in sales of 14.2% in the period from July to August this year, although the rate of growth slowed from the total of 16.3% recorded in the previous two months.

ICICI Securities has issued a new report discussing the fortunes of a variety of multinational and domestic consumer packaged goods manufacturers in the Asian nation, based on data from ACNielsen, the market research firm.

According to this study, Hindustan Unilever posted a 2.9% decrease in volume sales in the July to August period in the toilet soaps category, compared with an expansion of 8.8% for the sector as a whole.

India's biggest advertiser actually saw its revenues rise by 1.3% in this segment in the period under consideration, but ICICI Securities argued this was largely due to an increase in prices.

In evidence of this, HUL's market share fell by 547 basis points, to 44.6%, with declines posted by its Lux and Lifebuoy brands mainly held to be responsible for this negative outcome.

By contrast, Godrej boosted its share by some 110 basis points, to 10.5%, with its Godrej No.1 offering performing particularly strongly.

While Hindustan Unilever's washing powder revenues improved by 11.8% in July and August, volume shipments declined by 2.1%, as did its market share, by 328 basis points, to 36.7%.

Similarly, the company's detergent cake portfolio registered a 6.1% uptick in value sales, but an 11.2% downturn in volume, as its market share tumbled 360 basis points, to 37.2%.

Procter & Gamble also saw its share of the washing powder sector contract by 83 basis points, to 14.6%, with volumes off by 8.5%, although revenues grew by 15.3%.

In the toothpaste category, HUL saw its market share slide by 203 basis points, to 27.3%, while Colgate strengthened its position, up 200 basis points, to a share of 50.2% in all.

Data sourced from DNA; additional content by WARC staff