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FMCG brands with a penetration of over 50% grew by 4.1% year-on-year in 2020 while those with a penetration of less than 20% saw their volume sales decline, according to data from Kantar.
Why it matters
This means the coronavirus (COVID-19) outbreak consolidated the lead of major FMCG brands in India and suggests consumers turned to mainstream products during a time of uncertainty.
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