One Billion into One Won't Always Go
How Regional and National Brands Vie for India's FMCG Shoppers
When India first emerged as one of the test grounds for globalization of consumer markets, Fast Moving Consumer Goods (FMCG) executives tended to focus on a "one size fits all" strategy and believed pan-Indian brands would quickly come to rule the roost. Few anticipated how India's regional brands would hit back with innovation on cost and sharper targeting. In a nation with 62 socio-cultural regions, 23 languages and a diverse geography, the realization that pan-Indian brands alone cannot cater...