MUMBAI: Procter & Gamble, the consumer goods giant, plans to "continue to build and invest in our brands through advertising" in India despite the downturn, according to its managing director in the country, Shantanu Khosla.

The FMCG market in India is highly diverse, with a broad range of multinational, national and regional brands competing in the market.

Khosla argues that the opportunities for P&G in India are "immense", largely as a result of the potential to increase both penetration and consumption rates among a diverse range of consumers.

He also argues that the "premium and mid-price variants" offered by the company are currently enjoying strong levels of growth, something that "seems to be the trend in broader categories."

While P&G has not been a victim of consumers "downgrading" their purchases thus far, it also intends to be "ruthless on costs" and "stay focused on what the consumer wants."

Marketing will play a key role in developing its aims, with Khosla arguing that advertising is "not tactical, but is something we believe in" as a tool for investing in, and building, its brands.

Data sourced from CNBC-TV18; additional content by WARC staff