The 10 Most Admired FMCG Companies in India

www.insightssuccess.in
September 2018
10
MOST
The
ADMIRED
FMCG
C O M P A N I E S
I N I N D I A
Expert’s Insight
The Rage of FMCG
Sector in the
Rural Market
Trendy talk
Notable Trends in the
Indian FMCG Industry
MP Ramachandran
Founder, Chairman & MD
JYOTHY LABORATORIES
A Venerated Firm Bestowing Excellent Lifestyle Products

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and Customer
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Editorial
he FMCG industry has experienced salient modifications keeping in pace
Twith the on-going momentum of the food industry. The drastic changes in
eating patterns, fitness regimes and overall lifestyle have been the major
driving factors that have transformed the FMCG industry in the recent times. The
top business giants are taking the lead with emerging trends and trying hard to
reach the top of the pyramid with leading FMCG producers.
Frozen Food is a trending concept in the recent times and a new added member in
one’s shopping cart. Living in such modern times, everyone enjoys convenience
which is reasonable and also cost-effective. Many-a-times the arduous workculture
and time-shifts individuals’ face is exhausting, which makes it tiresome
for them to cook a wholesome meal by the end of the day. Frozen food is a quick
fix in such situations and a good option once in a while.
Acceleration of
the Indian
FMCG
Companies
Freezing is one of the oldest methods of preserving foods and can keep food fresh
and nutritious for a certain period of time. To be more precise good frozen storage
usually requires temperature of -18 degree Celsius or lower, which can be
packaged properly and be preserved for a longer duration of time. It is imperative
to do a little research about what can be frozen and to which extent as some food
items don’t freeze well. It is also necessary to know the different methods of
freezing for different type of foods with few essential freezing tips.
The frozen food industry, which initially started with basic products is now
offering a wide range of products from fruits, vegetables, meats to snacking and
full meal options. In order to stay ahead in the longer run, the companies are
pushing their boundaries and coming up with latest ideas and techniques to
surpass the competition and become a brand name in the competitive market.
The growing number of FMCG companies and opportunities has marked an
arrival of the new era in the FMCG Market. According to a survey conducted, it
is observed that the retail market in Indian is estimated to reach US$ 1.1 trillion
by 2020 with the modern trade expected to grow by maximum of 25 percent,
which will the boost the revenues of the FMCG companies. With proper planning
and R & D, companies can harvest a good source of revenue in the various
FMCG categories like frozen and processed foods, beverages, dairy products and
many others.
The market of FMCG is spread all over the country, it has even penetrated deep
into the rural regions. The latest trends show, that the FMCG market has a huge
potential in the rural market and will surprise the FMCG manufactures in the
present as well as the upcoming times.
Looking at the growth of the FMCG companies in the last couple of years, it can
be clearly stated that the outreach of the FMCG market has immensely expanded
and continues to stretch with the help of unique ideas and techniques.
Apurva Bhosale
Apurva Bhosale

Editor-in-Chief Pooja M. Bansal
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Business Development Executives
Divya, Sarika ,Vaishnavi
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September, 2018
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CONTENTS
Cover Story
JYOTHY
LABORATORIES:
A Venerated Firm Bestowing Excellent
Lifestyle Products
8
16 Articles
26
Trendy talk
Notable Trends in the
Indian FMCG Industry
Leader’s Viewpoint
Changing Trends of
FMCG in India
36
From Editor’s
Desk
The Upswing in the
Indian FMCG Sector

20
30 36
Gen Next Food
and Hospitality
The Art of Cherishing
Natural Goodness
I Knowledge
Factory
Digital Marketing is all set
to Capture FMCG Sector
CXO Standpoint
Leader’s
Viewpoint
Changing Trends
of FMCG in India
22
32 42
Expert’s Insight
The Rage of FMCG Sector
in the Rural Market
Leader’s
Viewpoint
Changing Trends of
FMCG in India
Expert’s
View
Factors Affecting
the Growth
of the Rural Markets

1
COMPANIES IN INDIA
THE
0
Most Admired
FMCG
Admired FMCG Companies-
Offering Innovative Lifestyle Products
The FMCG companies have definitely come a long way over the years with its inherent advancements and prompt
responses. Be it either creating innovative products and concepts or building competitive strategies, the FMCG market
has escalated its game. It has come up with healthy product options to contribute for the changing lifestyles of people
and also to nurture the goodness of eating organic produce.
We introduce some of the most innovative companies in the FMCG market and bring forth you “The 10 Most
Admired FMCG Companies in India”. This edition briefs about the companies which have successfully generated
new and advanced concepts to cater the needs of individuals. Serving the customers with utmost service offerings and
having the core values of integrity, determination, we have shortlisted the FMCG companies for this edition.
On the Cover Story of this Edition we have showcased Jyothy Laboratories Limited: It is a leading company which offers
top-notch products in an expedient manner to satisfy the targeted consumers.
Along with an excellent Cover Story, we have enlisted various other FMCG companies which are making a difference with
their performance and creating a benchmark in the FMCG market. Starting with, Gen Next Foods and Hospitality: It
produces a varied range of nutritionally designed snacking options. Wholesome Foods: It is a company that provides
healthy, convenient, authentic food to foodies worldwide. I Knowledge Factory: It has been devising and delivering
meaningful solutions across multiple industry verticals.
Amway India Enterprises: It is one of the world’s largest direct selling businesses providing quality enhanced products.
ITC Limited: ITC Brands are designed and customized to delight customer’s diverse tastes, needs and lifestyles. Gits
Food Products: It is a legacy in the convenience packaged food segment which introduced the concept of Instant Mixes in
India. KBRL: It is India’s first integrated rice company with a comprehensive product chain. Marico: It is one of India’s
leading consumer products companies operating in the beauty and wellness space. Mother Dairy Fruit & Vegetable: It is
the world's biggest dairy development program launched to make India a milk sufficient nation.
Additionally, the edition consists of exclusive Interview of Jagadeesh Babu and Manik Reddy, Co-founders at
Biophere India Pharmaceuticals and CXO’s stated by foremost leaders conveying their insights on the industry. Also
our expert editor narrates creative piece of write-ups entitled as “Notable Trends in the Indian FMCG Industry” and
“The Upswing in the Indian FMCG Sector”.
So flip the pages to know more about the food fraternity.

Cover Story
MP Ramachandran
Founder, Chairman & MD
Jyothy Laboratories Limited

1
COMPANIES IN INDIA
THE
0
Most Admired
FMCG
JYOTHY
LABORATORIES
A Venerated Firm Bestowing Excellent Lifestyle Products
“
Intelligence and diligent
leaders of the youth are
the pillars to construct an
economically liberated nation
“

n the fast paced life, household chores can be a tedious
Iprocess. In order to help the mankind, FMCG
companies are providing solution-oriented lifestyle
products and bringing an ease to the daily work. Hence, the
companies grind for the consumers requirements and
deliver products that are beneficial and reasonably priced.
One such company with a mission to provide brands with
superior quality, to touch and positively impact the daily
lives of consumers is Jyothy Laboratories Ltd (JLL). The
company is well-known for its products which are cost
effective, conveniently packaged, extensively distributed
and supported by strategic communication. It strives to
reach untapped markets with its innovative approach to
create products that caters the common man. The company
proudly states that it has become household friendly.
Growing over the years, the company now has 6000
potential employees and thirty-two manufacturing units
spread across India. Due to its sheer contribution and
principled work ethics, the company has come a long way.
A Persistent Leader Leading the Organization
A diligent and determined entrepreneur MP
Ramachandran, is the Founder, Chairman and
Managing Director at Jyothy Laboratories. After
completing his master’s degree in finance management
from Mumbai University and having an experience of over
a decade in accounts and finance department; he decided to
establish JLL as a proprietary tiny industry in 1983. Initially
he started with the commercial production of revolutionary
fabric whitener by the brand name Ujala. Over the years the
company has grown into a multi-brand and is greeted as one
of the most trusted brands around the country.
JLL was Ramachandran’s dream project, which he started
with a mere sum of only INR 5000. With the right blend of
his dream, passion, research, and work ethic, he has
successfully achieved great sales for each product. He
introduced multiple products in various categories with
distinctive functional advantages for consumers in the
FMCG sector.
Helping him along the way was K.Ullas Kamath, Joint
Managing Director who played a splendid role in the vision
and growth of JLL. The team at JLL has a highly qualified
group of professionals. Guiding and leading them all the
way, Ramachandran has created a knowledgeable and a
committed computable force for the progress of the
organization. He embraces a hands-on management style
and believes that employees are the powerful driving force.
Enriching Lifestyle Products
JLL works with an approach to stand-out amongst all and
outshine competition. It offers top-notch products in an
expedient manner to satisfy the target consumers. The
company has also attracted investments from private equity
players which include Baring India Investment, CDC
Financial services and CLSA, ICICI bank Canada, and UK
which helped the organization to expand faster. JLL
manufactures and distributes various brands across product
categories as diverse as Fabric Care, Home Care, Utensil
Care, and Personal Care.
The company acquired FMCG business of Henkel India
Ltd, which had technologically advanced brands like Pril
dish wash products, Henko Fabric wash products and other
premium products such as Margo, Mr.White, Neem, Fa,
Check and many more.
Due to its extensive work in the past few years, JLL has
strengthened top brands like Ujala, Maxo, Exo, Henko, Pril,
Margo, Mr.White, Neem, and many others.
JLL exports its products across the globe in various countries
like Malaysia, Singapore, Dubai, Saudi Arabia, Kuwait,
Qatar, Nepal, Bhutan, Myanmar, Mauritius, West Indies,
Suriname, US, Japan, Taiwan, Fiji, Philippines, Republic of
Belarus, and Srilanka. It has also established a subsidiary in
Bangladesh known as - Jyothy Kallol Bangladesh Ltd in 2013.
“
Our constant
endeavor
is to offer
people with
solutions rather
than just
the products
“

“
We offer top-notch
products in an
expedient manner
to satisfy the
target consumers
“
Winning Prestigious Honors
JLL is dedicated to provide the highest quality of
differentiated products and sets high performance targets to
achieve it.
As such, it has won several prizes and has built a brand
name in the market. The CMO and Director M R Jyothy
was voted amongst the ‘50 Most Influential Women in India
Media, Advertising and Marketing 2016'. In 2013 the
company won the Emerging India Award organized by
CNBC TV18 & ICICI Bank and Product of the Year 2013
Award for Exo Dish Shine Round in the Dish Wash/Utensil
Cleaners category.
In the year 2014, JLL won the Indian Marketing Awards,
India Star Packaging Award and ASAISTAR Packaging
Award for the product Henko and also IDC Insights Award
2014 for Excellence in Transformation in Manufacturing
Vertical.
One of the greatest memories to cherish for the company
was when M. P. Ramchandran won the Lifetime
th
Achievement Award on the occasion of 6 brand icon
awards held in Thiruvananthapuram. He has also won the
V.C Padmanabhan Memorial Award for business excellence
leading to development of society & DHANAM
LIFETIME ACHIEVEMENT AWARD 2017.
Serving the Purpose
JLL’s purpose is to serve the communities with products
which make their daily chores an easy task. This purpose
till date remains intact and effective measures are taken
place to work accordingly. The company’s constant
endeavor is to offer people with solutions rather than just
the products. In order to keep up with the purpose, the
company has consciously ventured into product categories
that provide simple but tangible benefits to consumers
through a portfolio of value for money brands.

“
With the right
blend of his dream,
passion, research,
and work ethic, he
has successfully
achieved great
sales for each product
JLL deliberately considers their costumers feedback and
insights as it is of utmost importance. The company works
on the key acumens from costumers, market research and
sustained in-house analytical processes. The company’s
constant research and development helps it in offering
innovative products while confirming a greater value for
present brands.
Sharing his key motto Ramachandran said, “The fact that
each brand from the Jyothy portfolio makes a positive
difference to the lives of millions is our greatest inspiration
– egging us to do more.”
Milestones Achieved in the Journey
“
The company is been running since three decades and has
achieved some milestones which are praiseworthy. In the
year 1983, it signaled the start with the lauch of Ujala. The
leading year, Jyothy Laboratories first marketing team was
formed, which promoted Ujala in hometowns like Trissur
and Malappuram of Kerala.
In 1997, the national roll out of Ujala was held and within
the next two years, Ujala become a brand worth INR 100
crore. In the year 2000, the new millennium saw JLL
diversify into household insecticide and utensil care
segments with the roll out of Maxo and Exo. The year 2003
was pleasant as Maxo won AAA brand Performance award
and Ujala washing powder was launched in Kerala. Within
the next year Maxo crossed INR 100 crore mark becoming
a leading brand.
In 2005, Ujala Stiff and Shine was launched in Kerala.
Within the next two years, the company went public with its
IPO (initial public offering). In the year 2008, the company
shifted its registered office to its new building ‘UJALA
HOUSE’ in Mumbai and also launched Ujala Stiff and
Shine nationally in March.
In 2009, the national roll out of Exo was held in the phased
manner. In 2011, JLL acquired controlling stake in Henkel
India limited & subsequently it was merged with JLL.
Present Times of the FMCG Sector
The market is constantly swamped by chemical additive
products, which may lead to harmful effects on human
health and other living organism present on earth. As the
lifestyle among communities has transformed, the people
are growing their concern for natural and herbal products.
These products are on the swing, due to their popularity and
also their beneficial features. Over the years, the demand
scenario in the rural regions has changed and currently it's
in a good condition than before. A boom is seen in certain
RM prices, due to an increase in crude price and fall in
rupee which is common to all.
A Broader Vision
JLL is led by a corporate philosophy that represents the
virtues and objectives that determine the way the company
conducts their business. The company ensures that its
brands, business operations and corporate policies
transform the core philosophy of offering value for the
money spent to experience its products. The company
makes sure that its people, processes and products reflect
the ideals of integrity, ethics and professionalism.
Exploring New Directions Ahead
The company has achieved an enormous response over the
years. It strives to incorporate strong innovations across its
portfolio to deliver growth. It works on strengthening the
sales distribution platform backed by IT network. In this
upcoming period of time, the demand scenario is also
heading in a positive direction.

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1
COMPANIES IN INDIA
THE
0
Most Admired
FMCG
Company Name
Management
Brief
Amway India
Enterprises (P) Ltd
amway.in
Anshu Budhraja
CEO
Amway is one of the world’s largest direct selling
businesses providing quality enhanced products.
Gen Next Foods and
Hospitality Pvt. Ltd
sprightlyfood.com
Dipali J Mehta
Chief Promotor and
Technical Director
Gen Next Foods and Hospitality produces a varied range of
nutritionally designed snacking options.
Gits Food Products
Pvt Ltd
gitsfood.com
Sahil Gilani
Director
Gits Food is a legacy in the convenience packaged food
segment which introduced the concept of Instant Mixes in India.
I Knowledge Factory
ikf.co.in
Ashish Dalia
CEO and Owner
It has been devising and delivering meaningful solutions
across multiple industry verticals.
ITC Limited
itcportal.com
Sanjiv Puri
Director
ITC Brands are designed and customized to delight customer’s
diverse tastes, needs and lifestyles.
Jyothy Laboratories Ltd.
jyothylaboratories.com
M R Jyothy
CMO and Director
Jyothy Labratories Limited is a leading company which offers
top-notch products in an expedient manner to satisfy the
targeted consumers.
KRBL
krblrice.com
Anil Kumar Mittal
CMD
KRBL Ltd. is India’s first integrated rice company with a
comprehensive product chain.
Marico
marico.com
Saugata Gupta
MD
Marico Limited is one of India’s leading consumer products
companies operating in the beauty and wellness space.
Mother Dairy Fruit &
Vegetable Pvt Ltd
motherdairy.com
Ram Mohan Rao
COO
Mother Dairy is the world’s biggest dairy development program
launched to make India a milk sufficient nation.
Wholesome Foods
wsfoods.in
Jeet Hirpara
Managing Partner
Wholesome foods, is a company that provides healthy,
convenient, authentic food to foodies worldwide.

Interview with Insights Success
BIOPHORE
A Prominent Firm Providing Innovative, Cost-efficient and
Focused Expertise.
he FMCG companies work on delivering the clients with quality enhanced products. With lifestyle
Tchanges the FMCG sector has transformed for the good. It has wide-ranging category varying
from natural goodness to lifestyle essentials and many more. It has incorporated effective various
measures as client-friendly approach, innovative mechanisms, creating awareness for the smooth sailing
of the company. Integrating all these measures, the firms have gained a fruitful momentum in their overall
project success.
In an interview with Insights Success, Jagadeesh Babu and Manik Reddy, Co-founders at Biophere
India Pharmaceuticals Pvt Ltd gave some insightful answers highlighting the influences of his
company, unique service offerings, founding ideals, current and future perceptions.
With a rich experience, Jagadeesh Babu, CEO of Biophere founded the company in the year 2007. He has
completed his Ph.D. from BITS, Pilani and has successfully worked at national and international domain
for several years. Introducing various innovations he still continues to focus on research with a vision to
develop new pharmaceutical products to global markets.
1. Kindly brief us about the company.
Biophore India Pharmaceuticals Pvt Ltd (Biophore) was founded by Dr Jagadeesh Babu and Dr
Manik Reddy, two eminent scientists with over 45 years of research experience between them, in the
year 2007. The focus since inception was on innovation and research and 10 years down the line, the
company is on the right path with an 80,000 sq. ft. state-of-the-art R&D center and a formulation
facility in Hyderabad and two world class API manufacturing units, with a third under construction, in
Vizag.
The API facilities cover complex APIs from gram levels to tonnage levels, with both facilities capable
of producing more than 100 products with dedicated production lines for segments such as sterile and
anti-cancer. Biophore currently owns more than 60 US DMFs covering niche segments such as
16
Septmber 2018|

Dr.Manik Reddy
CSO & Director
Biophore
Jagadeesh Rangise y
CEO & MD
Biophore
September 2018 17

contrast media, oncology, peptides etc with a healthy
pipeline of under development APIs. The formulation
facility is capable of manufacturing about 1 Billion units
annually.
2. Please tell us about your Founder/CEO/ Director
and his/her contribution towards the Company and
the industry.
The two co-founders, Dr Jagadeesh Babu and Dr Manik
Reddy, have been associated since 1998 from their BITS
Pilani days, and went on to work together at Navinta, of
which Dr Jagadeesh was the co-founder. All through
these years, there was a determined plan to move back
to India and utilize the abundant technical and
manufacturing skills in the country. This was also
backed by a strong motivation to be a pioneer in
promoting Indian pharmaceutical talent. This led to the
establishment of Biophore in Hyderabad with an aim to
be a fully integrated and innovative pharmaceutical
organization creating value to the patient.
3. Kindly talk about the unique services and products
of your company?
Biophore’s offerings are broadly divided into three
segments
- API: We offer niche and complex APIs with high entry
barriers to the finished dose manufacturers. These
products are developed mainly for the US market and
then leveraged globally
- Dossiers: Apart from the APIs, we have also forward
integrated and offer our customers value added products
in the form of formulation dossiers, which help the
customers by providing the necessary technology to
develop their formulation
- FDF: We complete the forward integration by offering
the complete end product ready to reach the market in
terms of finished dose formulations. Relevant
regulatory, analytical and operational support is
provided, where required, for all the above
products/services
4. Kindly mention the awards and accolades received
by the CEO / Director and the company? Also share
with us the milestones achieved by the company over
the last three decades.
• Consecutively Top 10 companies for filing DMF in the
USA for the year 2014-16.
• Filed 75 DMFs with US, Canada and EU authorities
• Filed 110 Patents in areas of novel polymorphs and
process
• Third most USDMFs filed worldwide in 2015
• Recognized as one of the fastest growing pharma
companies by Silicon Review® Magazine
• Featured as a Cover Story in Insights Success business
magazine.
• Featured in cover story of CEO magazine.
• Awarded Pharma Leader of the year 2017 by wellknown
regional news channel Tv5.
• Awarded India’s Small Giant for the year 2018 by the
Ministry of Micro, Small and Medium Enterprises
(Government of India).
• Awarded as most promising Research & Development
Pharmaceutical Company at International Healthcare
awards 2018.
• Awarded-India Toady's Make in India in the
Biotechnology category for 2018.
• Awarded as TOP 100 Small and Medium enterprise
across all industry segments in India by Government of
India (INDIA SME).
5. What are the major challenges the company has
faced over the years in terms of rising cost, growth,
and evolving new players in the industry?
Although we were able to effectively leverage the inhouse
skill set to develop, scale up and manufacture the
products, there were a couple of critical hurdles faced
during the initial days – Marketing and Differentiation.
It was a challenge to promote our products to the
customers, given that we were a company which was
fresh off the blocks. However, with a focus on consistent
quality, timely deliveries and efficient support, we were
able to gain the trust of the customers as a reliable
Indian partner to associate with. There was also a
conscious effort to distinguish the company from
competition by identifying niche products such as
orphan drugs for rare diseases and also provide early
launch advantage through innovative products and
processes.
6. What are the opportunities for every employee to
make a valuable and valued contribution in your
company?
Biophore strongly believes that the greatest asset of the
organization is the people capital. And this capital
needs to be complemented by providing empowerment
at every level in the company. There is a conscious
effort by the management to provide this freedom to
employees to take decisions and provide the relevant
resources to implement them. This has created a sense
of ownership within the employees and the results are
seen in the way each and every employee operates.
18
Septmber 2018|

7. What are the current trends in the FMCG pharma
industry and how do you foresee the future of the
industry?
There is a growing trend in the pharmaceutical industry
in terms of integration, either vertically or horizontally.
Companies will continue to reinforce their capabilities
in adding more markets and products to their portfolio
or moving along with value chain.
We have successfully taken our first step in forward
integration, through the acquisition of the oral
formulation facility in Hyderabad. Our next step in this
direction is to invest in an injectable facility, which
enables us to have a more complete offering in terms of
portfolio. We have also made a strategic decision to
focus more and diversify into global markets
Apart from the above, we have elaborate plans to enter
diversified segments such as biologics, nutraceuticals
and diagnostics in the near future.
8. How FMCG pharma industry contributes in
boosting the Indian Economy?
The pharmaceutical industry in India is one of the
largest in the world in terms of exports and produces
around 20-25% of the global generic drugs. It is also
one of the largest producers of Active Pharmaceutical
Ingredients (API) globally. The domestic consumption
of pharmaceutical products, most of which is produced
locally is the world's 3rd largest market in terms of
volumes. All these facts point to the significant role that
the pharma industry plays in the Indian scenario. Now
with China implementing a crackdown on their local
producers due to regulatory violations, India is poised
to take a major share of the shortfall that will be created
globally due to this.
9. Kindly share the Vision and Mission of your
organization.
VISION STATEMENT
Our aim is to place Biophore in the midst of most
reliable knowledge-based firms in the API sector in the
immediate near-future through customer-focused
approach
MISSION STATEMENT
To be the most trusted R & D Company in the
complex and niche pharmaceutical molecule segments
and achieves superior Customer Satisfaction through
• Continuous Innovation
• Providing an inclusive work culture that helps our
employees excel and grow
10. What are your founding ideals that have driven the
company so far?
Since inception, Biophore was driven with a passion
to be a trusted partner in the pharmaceutical space for
the global markets and a profound vision of making a
real contribution towards invention of new drugs with
continuous research and innovation for the future. We
had identified a largely unmet need for a reliable
partner who could deliver complex and rare products
to the market in a timely manner and there has been
an unwavering focus at all levels within the
organization to bridge this gap. Innovation is another
key driver behind the growth plan, with Biophore
filing close to 100 patents in US, EU, China, Japan,
Russia, Brazil, Korea, Australia, and Israel among
others.
Equally important was the determination of the
management to give back to the society which is
evident in the elaborate CSR activities taken up by the
organization. Biophore strongly believes that
education is the basic need for all and will empower
the society towards building a great nation. We
actively support in providing educational needs and
infrastructure in various institutions and NGOs (e.g.
Naandi foundation, Peddannapadu Educational
Society, RV College of Engineering etc) through
participation, financial assistance and scholarship to
the deserving students. Through this initiative,
Biophore has supported the academic needs of 2000
students so far, which is considered as one of the
biggest achievements of the organization today. We
have also adopted 3 villages with an objective to
improve the overall living conditions of the
population.
11. How does pharma innovation differ between India
and other countries?
India is regarded as the pharmaceutical hub for the
generic medicines which offers enormous economic
advantage thus ensuring affordable healthcare to all.
While the other countries like the USA and Europe
focus on innovation of new drugs across various
therapeutic segments.
12. Kindly provide us with a quote which best
describes your company.
“A trusted partner for niche generics”
September 2018 19

GEN NEXT FOOD
AND HOSPITALITY
The Art of Cherishing Natural Goodness
Living in a modern world, people often experience
new trends. One such industry sector experiencing
constant shifts is the fast moving consumer goods
(FMCG). The market is constantly flooded with products
which promise the best of nutrition and an eye-catching
label reading ‘100% Organic’, which at times are
misleading and unsubstantiated.
One such company with a mission to improve the quality of
life for the communities by serving high quality natural
products is Sprightly, a brand under Gen Next Foods and
Hospitality Pvt Ltd. Established in 2014, the company
caters a varied range of nutrition packed snack options like
seeds and nuts, chips, puffs, energy bars, cookies, and
cereals to consumers. The company promotes awareness
regarding healthy and hygienic products; as such products
help prevent chronic diseases, accomplish ideal weight,
maintain good energy level, and boost a positive-self. Due
to its impetus work ethics, the company has achieved
Skotch Order of the Merit Award for the year 2017-18.
The Leading Force
Deepali Mehta is the Chief Promoter of Sprightly. A food
technologist with an experience of over two decades in the
food industry, she has worked for several reputed clients,
which include Criticare Laboratories Pvt. Ltd, U.D.C.T
(University Department of Chemical Technology),
Shreemira Food Pvt. Ltd and many more. She has also been
associated with the development, standardization and
technical analysis of several nutritious beverages/powders
based on soya milk, mouth fresheners, coated peanuts and
cashew nuts, instant mixes, multigrain, and roasted food
products and many more.
Recently, Deepali has successfully accomplished an
overseas turnkey project of setting up butterscotch buttons
used in ice cream and confectionery industry in Egypt. Her
client-friendly approach and ethical sense of business has
procured a huge client base. Her sheer contribution and
hard work has helped many startup firms to launch wide
variety of healthy snacking options. In a short period of 4
years the company is manufacturing products for major
brands like Reliance, Godrej- Natures Basket, Talwalkars,
Ayur Shakti, Yoga Institute, Snackabil, Evolve… to name a
few.
Health-Packed Amenities
“In metropolitan cities today, the quick paced lifestyle
demands people to shift their dietary habits from healthier
home cooked meals to junk food that often lack in necessary
nutrients”, says Deepali. Such an imbalanced diet has
become the major cause of diseases like diabetes, high
blood pressure, obesity, and under nutrition.
Sprightly has addressed these issues and came up with
healthy snacking options for all age groups. The company
produces products made from 100 % natural ingredients
without the use of artificial flavor, colors or chemical
additives.
The company has ensured a guilt free in-between-meals
snacking experience. Each product has a unique feature
such as gluten free, sugar free, GMO and MSG free,
calcium rich, omega 3 rich, high fibers, 100% vegan,
cholesterol free, low carbs, trans-fat free and many more.
The snacks are classified into eight categories such as
growing kids friendly, diabetic friendly, heart friendly,
weight loss, balanced nutrition, pregnancy friendly, bundle
of energy and hyper tension friendly.
Tackling the Challenges Efficiently
Indian people are driven with a mindset that healthy
snacking is all about dieting and cannot be tasty. In fact, it
is often believed that “Health and snacks are at cross
20
Septmber 2018|

10 Most Admired
FMCG
COMPANIES IN INDIA
‘“ ‘
purposes with each other”. Hence, the basic challenge the
company faces is to spread awareness that the healthy
snacking can be both tasty and reasonable.
THE
The R&D team at Sprightly has already developed more
than forty mouthwatering healthy snacks, thus liberating all
the myths related with it. It creates a valuable outlook that
healthy snacking is not just maintaining a certain desirable
weight or body shape, but it also caters to the intrinsic
nutritional needs of every body type in an exclusive
manner.
Eat Tasty, Be Healthy
‘
‘“
Since all Sprightly products are 100% natural, one of the
major challenge the company faces is to ensure that color,
texture, natural flavor and shelf life of its products are
maintained as per specifications. The company uses high
quality multi layered laminates which ensures the same and
offers a guilt free tasty snacking experience to its
consumers.
The Current Scenario of the FMCG Sector and
Contribution of Food Industry
The FMCG sector is an important contributor to India’s
GDP and it is one of the largest sectors of the Indian
economy, but unavailability of tasty & healthy snacking
option at reasonable price has always been one of the
biggest challenges for Indian packaged food industry.
Alarmed by a rise in lifestyle diseases, the FSSAI has
launched the Eat Right Movement, and food companies
around the country have pledged their support.
On July 10, the Eat Right Movement was launched to usher
in a ‘new food culture’ by nudging businesses and
consumers to cut down on salt, sugar and Trans fat in their
food.
The Eat Right Movement aims to strike that balance. “It is
the classic chicken-and-egg case. Consumers complain they
do not have healthy options when they eat out or buy
packaged food whereas the businesses say consumers do
not want healthy options. So we thought how can we break
this cycle? Businesses will have to take the first step and
Deepali Mehta
Chief promoter &
Technical Director
consumers have to become more aware of what they eat”,
says Pawan Agarwal, CEO, FSSAI.
Thus, the governments across the globe have taken
initiatives to implement taxes, campaigns, labeling and
advertising reforms to help consumers make healthier food
choices. “These steps are indicative of a larger trend for
healthier food options and one that is coming just in time”.
Nourishing with Time
Deepali shared the company’s vision “Sprightly aims to be
a leader in healthy snacking & fast food outlets industry, by
developing variety of healthy food products indigenously
through extensive R&D to meet individual requirements of
consumers across all age groups of hygienic balanced food
products made from natural ingredients for both domestic
& international markets”.
Sprightly contributes for a better society, a cleaner
environment, and healthier lifestyle. The company believes
that innovation is imperative for success.
September 2018 21

THE RAGE OF
FMCG
SECTOR IN THE
Rural Market
MCG corporations in Asian country have
Fcontinuously enjoyed a massive potential market
thanks to the massive population of the country. The
improved economic state of affairs of each the agricultural
and concrete shoppers has helped FMCG corporations to
additional expand their market to the hinterlands of the
country.
Rural market in Asian country in recent years have nonheritable
significance in countries like China and Asian
country, because the overall growth of the economy has
resulted into substantial increase within the getting power
of the agricultural communities. On account of the
revolution in Asian country, the agricultural areas are
intense an oversized amount of business and concrete
factory-made merchandise. During this context, a special
promoting strategy, namely, rural promoting has taken
form. Rural Asian country, largely termed as “high
opportunity” market, is not any longer simply a chance,
however is currently yielding results. The conception of
rural promoting in Asian country economy has continuously
via associate degree potent role within the lives of
individuals. In India, departure out many metropolitan
cities, all the districts and industrial townships are
connected with rural markets.
The distinction between rural and concrete shoppers
continuously exists in Asian country. Indian rural client is
giant with illiteracy and poorness. Illiteracy ends up in
associate degree inability to spot whole variations and
browse the fundamental text on packages. Poorness and
dependence on vagaries of monsoon result into a low and
Dnyaneshwar Yevale
Owner
DK Paper Cup Industries
About the Author:
DK Paper Cup Industries
produces high quality paper
cups and paper bowls in
different size. Dnyaneshwar
Yevale is the Owner of DK
Paper Cup Industries. He has
been successful in running the
business since 2005. He
attended NMVP College of
Engineering in Pune and is an
authorized manufacturer of
paper cups and paper straw.
In conversation with him, he
shared his insights regarding
the challenges faced in the
rural marketing by FMCG
sector
22
Septmber 2018|

Expert’s Insight
unpredictable purchasing power. Furthermore merchandise
are sold lose, giving high competition to branded sealed
merchandise. Since rural shoppers are economically,
socially and psychologically completely different from the
urban counter components.
Challenges in Rural Marketing Faced by FMCG Sectors:
The peculiarities of the agricultural markets and rural
shoppers cause challenges to the marketers in reaching
them effectively. Whereas creating out a case for
opportunities that are quickly developing in rural markets,
one shouldn't underestimate the many discouraging issues
in coming up with for growth. There are an oversized
variety of little villages that don’t seem to be simply
accessible thanks to all weather roads. Rural shoppers are
so much less unvaried than urban shoppers. Most issues of
rural promoting are mentioned below:
Transportation Problems: Transportation infrastructure is
kind of poor in rural Asian country. Nearly eighty
percentages of villages within the country don't seem to be
connected by well created roads.
Transportation Facilities: Because of poor transportation
facilities, farmers and marketers notice it tough to succeed
in markets.
Warehousing: Within the rural areas, there are not any
facilities for public likewise as personal deposit. Marketers
face downside of storage of their product.
Packaging: It’s the primary necessary step of product
process. If the packaging value is high, it’ll increase the full
value of merchandise. It’s prompt that the marketers ought
to use cheaper materials in packaging for the agricultural
markets.
Media Problems: Media have countless issues in rural
areas. TV could be a smart medium to speak message to the
agricultural folks. However because of non-availability of
power, likewise as TV sets, majority of the agricultural
population cannot get the advantages of assorted media.
Seasonal Marketing: The most downside of rural
promoting is seasonal demand in rural areas, as a result of
seventy fifth of rural financial gain is additionally seasonal.
as an example, the demand for commodity are going to be
high throughout the peak crop harvest home amount, as a
result of this can be the time at that the agricultural folks
have substantial high income. Rural promoting depends
upon the demand of rural folks and demand depends upon
financial gain and shopper behavior.
Low Per Capita Income: Per capita financial gain is lower
in rural areas compared to those in urban areas. Again, the
distribution of rural financial gain is extremely skew, since
the land holding pattern that is basic quality, itself is skew.
So the agricultural population presents an extremely
heterogeneous unfolds within the villages.
Low Level of Skill Rate: The skill rate is low in rural areas
compared to urban areas. This once more ends up in the
matter of communication for promotion purpose. Print
medium becomes ineffective associate degreed to an extent
digressive in rural areas since its reach is poor.
Distribution: A good distribution system needs villagelevel
tradesman, Taluka- level distributor or most well-liked
dealer, distributor or stockiest at district level and companyowned
depot or consignment distribution at state level. The
presence of too several tiers within the distribution system
will increase the price of distribution.
Career in Rural Market: Whereas rural promoting offers a
difficult career, a rural sales person ought to need bound
qualifications and specialized talent to contend with rural
shoppers.
Cultural Factors: Culture could be a system of shared
values, beliefs and perceptions that influence the behavior
of shoppers. There are completely different teams supported
faith, caste, occupation, income, age, education and politics
and every cluster exerts influence on the behavior of
individuals in villages. There are many difficulties coping
with the hassle to completely explore rural markets. The
conception of rural markets in Asian country continues to
be in evolving form, and therefore the sector poses a range
of challenges. Distribution prices and non-availability of
shops are major issues baby-faced by the marketers. The
distinctive consumption patterns, tastes, and wishes of the
agricultural shoppers ought to be analyzed at the
merchandise starting stage so they match the requirements
of the agricultural folks. Therefore, marketers got to
perceive the social dynamics and perspective variations
inside every village though across the country it follows a
homogenous pattern.
September 2018 23

Notable Trends in the Indian
FMCG Industry
26
Septmber 2018|

Expert’s Insight
The Indian and Multinational FMCG players are
leveraging India as a strategic sourcing hub for
cost-effective product development and
manufacturing to accommodate the international markets.
With the rise in the disposable income consumers in recent
times have shifted their purchasing from essential to
premium products. In response to this, the firms have
started enhancing its premium portfolio.
According to a survey conducted, the FMCG sector will
reach new heights of USD 103.7 billion by 2020. This value
clearly states that, there is a lot of scope in the FMCG
sector for well-known as well as emerging businesses and
brands.
In the next ten years, the revenue of the FMCG (Fast
Moving Consumer Goods) market is set to grow at a higher
rate. Trends are a great way, which showcase the current
happenings and also give an outlook about the future times.
They also have a longer shelf life and are driven by social,
cultural and political factors. This describes the marketing
strategies for the FMCG companies to learn about it in
every possible way. Keeping pace with the trends allows the
core team to study, understand and improvise the strategies
for profitable outcomes.
Health and Wellness
Trendy talk
There is growing awareness amongst the consumers
regarding their wellbeing. The global and local FMCG
companies are investing majorly in the health and wellness
sector, as majority of people today are into fitness and aim
to live and experience a healthy lifestyle. The proverb
Health is Wealth, truly defines the health of an individual,
as it is the most integral aspect to lead a longer and
disease-free life.
Health and wellness is a trend, which is shaping the
consumer preferences. The leading global and Indian food
and beverage companies are embracing this trend and
focusing on creating new emerging products in the health
care domain.
The market is constantly flooded with products which
promise the best of health and an eye-catching label reading
‘100% Organic’, which at times are misleading and
undefined. In order for companies to make an impact, they
have to offer healthy and organic options on a platter which
are best suited for the consumer’s convenience.
September 2018 27

The Customized Approach
In recent times, the consumers have become brand
conscious as they prefer a high quality lifestyle and
premium range products. Consumers briefly want to know
what’s in store for them and primarily focus on the benefits
and advantages of every product. This, in turn has made the
FMCG companies to emphasize on innovating its existing
product portfolio and developing new ones.
Also, customization and personalization is the way forward
for FMCG companies. With a customized service approach,
the FMCG companies add a personalized touch to a
consumer’s product. This adds a bonus point on the
company’s name and makes the existing consumers to look
forward for future collaborations. It also attracts new
consumers to experience the customization process. This
customization strategy comes with a cost, but also has
immense benefits as it offers the FMCG companies an
insight into their consumer’s behavior.
Online Marketing Leads the Way
The millennial and Gen Z consumers are growing in
numbers and so are their unique sets of demands. A recent
survey states that they are more interested to know the
experiences to share it on various social media platforms.
Living in a digital world, online marketing is definitely a
way to reach out to the audience. As everyone today is
influenced by social media, it definitely gives an overview
to understand or know any specification about products. In
order to expand, the FMCG companies should emphasize
on experience sharing to attract consumer attention.
Eating the Local Goodness
It is always said that eat what grows close to you. Every
country has different climatic conditions and the food that
grows in one’s country is best suited for them. People are
often intimidated by products that look fancy and are flown
down from some country in the world. But, what they don’t
realize is it can have adverse effects on their health. So, it is
always better to stick to your roots and eat the local
produce.
The FMCG companies have also realized this and are
increasingly appealing to consumers by launching products
with regional flavors, ingredients, recipes and more. The big
brands as well as SMEs are connecting with consumers by
using regional flavors and ingredients that meet the regional
and home country pride.
A Comprehensive Vision
The FMCG sector is full of opportunities and challenges.
Uniqueness in services and executions are the primary reins
which can drive companies through complexities of the
market and roll out unmatched customer experience.
Besides, consumers today are getting more attentive than
ever before and are looking ahead in a broader perspective.
Establishing a stable social platform and sustaining in the
longer run can empower the enterprises to trek beyond the
traditional horizons of FMCG market. This impact of the
FMCG companies is considerably growing in India and also
with the consumer behavior evolving at a fast pace, the
companies will surely keep up with the marketing trends in
2018.
28
Septmber 2018|

I KNOWLEDGE
FACTORY
Digital Marketing is all set to Capture FMCG Sector
Knowledge Factory has been devising and delivering
Imeaningful solutions across multiple industry verticals.
It has a rich experience for over a decade and has built
a strong client base and also has a committed team of
highly skilled professionals. It has maintained industry
standards and delivered benchmark projects with
transparent and innovative campaign execution. It is a one
stop platform for Digital Branding, Social Media
Marketing, Website Design and Development.
Digital marketing is no longer a buzzword but a watchword
that marketers all over the world swear by. When it comes
to offline mass marketing, FMCG is, without a shadow of
doubt, the only sector that holds all the cards but has it been
able to keep a pace with the new wave of digital marketing?
The marketing realm isn't just about B2B or B2C but is
gearing towards H2H (human to human).
The Resourceful Leader
Ashish Dalia is the Owner and CEO of I Knowledge
Factory (IKF). His determined self and passion has nurtured
the company to become a leading name in the digital
marketing services in Pune and beyond. Ashish has been
successfully living and breathing the whole and soul of the
organization for the last eighteen years. He has served more
than 850 clients locally and globally, across various
verticals such as healthcare, manufacturing, education, real
estate, retail, FMCG, as well as government organizations.
He strongly believes that it’s time for the FMCG players to
adopt the spirit of the 21st century and become online
enthusiasts.
An Overview of the FMCG Industry
Fast-Moving Consumer Goods (FMCG) or Consumer
Packaged Goods (CPG) is low-priced products that are sold
30
quickly across the table. These include non-durable goods
such as packaged foods, beverages, toiletries, over-thecounter
drugs, and other consumables.
FMCG sector is the most innovative sector when it comes
to marketing, branding, positioning, and customer
engagement. Brands like Patanjali, Hindustan Unilever
Limited, Nestle, Coke, PepsiCo, and Britannia are a few
giants that are upping the ante of the FMCG industry with
their products as well as in terms of countering competition
with their branding and positioning.
Going the Digital Way
The target audiences of these products generally tend to get
carried away by the latest emerging trends in the market. In
this day and age, where the digital media is growing by
leaps and bounds, there is obviously pressure for brands to
connect with their consumers. Naturally, this comes with
both challenges and opportunities for brands as they need to
keep themselves acquainted with their consumer’s needs
and behaviour by making an appealing statement with new
packaging, sentiment analysis, or CSR activities.
Consumers these days spend more digital time via mobile,
tabs and even computers. More and more data is getting
populated on the internet with innovation.
Digital has killed the gap between big player and small
brands and presented a great opportunity for brands to show
as well as make their innovation more accessible to their
consumers by means of relevant platforms. I Knowledge
Factory have seen in the past how campaigns like
#Helpachildreach5, Lifebuoy se haath dhoye kya,
#FuelForTheRealFit, Daag acche hote hai, #ShareTheLoad
and many more has impacted and touched the lives of
consumers as well as impelled them to positively respond to
their social messaging.
Septmber 2018|

1
COMPANIES
THE
0
Most Admired
FMCG
IN INDIA
‘“ ‘
We Craft, Care, and Amplify
innovative ideas in Digital Marketing
‘
‘“
This also tells us about a very crucial change that has been
shaping the digital scene - digital marketing isn’ only about
social media but is also predicated on social selling, social
listening, social conversations, and social sentiments.
Salient Pointers to Leverage Digital Opportunities
Based on years of observations and experience of working
in the digital space, Ashish shared some insight nuggets
with the FMCG brands for leveraging digital opportunities.
At the end of the day, it doesn’t matter whether you are a
start-up or an established player, your success depends on
how memorable and effective your communication strategy
is:
• Align all your digital platforms and sync them with each
other
• Integrate your online and offline strategies
• Always remember - it’s not about selling but informing
educating
• Go beyond physical distribution or sales channels
• If your brand is small and midsize get along with
marketplaces like (need inputs here)
• Digital is about innovating and how do you differentiate
your communication compared to your competition.
• Digital had layed a platform for brands to connect with
their consumers via various social message, campaign,
participation & competitions
The Growth of FMCG on the Digital Footprint
The consumers are spending more time online across
platforms and apps as the nation is growing digital day by
day. The emergence of modern trade has become the talk of
the town and companies are working to build their own
digital platform to attract a bigger audience.
Ashish Dalia
Owner & CEO
The internet is advantageous in reducing the cost of
purchases by giving supply-chain partners quick access to
relevant information required. The consumers are most
likely to favour or reject a product based on online
recommendations and reviews. The evolving consumers are
buying experiences over online platforms as there is a
seamless delivery of content across various platforms at no
additional cost.
As there lies no hindrance of geographical boundaries of
stock and inventories, the ability to monitor real-time
consumer responses online is an increasing percentage. The
digital space has bridged the shopping gap between rural
and urban areas.
|September 2018
31

Sameer Shah
Owner
Sameer Distributors
CHANGING TRENDS OF
FMCG IN
INDIA
32
Septmber 2018|

Leader’s Viewpoint
ameer Shah is the Owner of Sameer Distributors.
SHis sheer contribution and dedicated-self has been
successful in running the business since 1999. He
attended the Chintamanrao College of Commerce in Sangli
and is an authorized wholesaler in consumer products for
various companies which supply goods to retailers. In
conversation with him, he shared his insights on the trends
of the FMCG sector.
FMCG alludes to customer non tough products required for
successive or day by day utilize. Regularly, a purchaser
purchases these products in any event once every month.
The division covers a wide extent of items, for example,
cleansers, latrine cleansers, toothpaste, shampoos, creams,
powders, sustenance items, candy parlors, drinks, and
cigarettes. The FMCG segment has been the foundation of
the Indian economy. However, the division has been in
presence for a significant long time, it started to come to
fruition just amid the last fifty-odd years. To date, the
Indian FMCG industry keeps on anguish from a definitional
difficulty. Indeed, the industry is yet to take shape as far as
definition and market estimate, among others. The part
contacts each part of human life, from looks to cleanliness
to sense of taste. Maybe, characterizing an industry whose
extension is so huge isn’t simple. FMCG in India has a
solid and aggressive MNC nearness over the whole esteem
chain. The white collar class and the country fragments of
the Indian populace are the most encouraging business
sector for FMCG, and give mark creators the chance to
change over them to marked items. The vast majority of the
item classes like jams, toothpaste, healthy skin, shampoos,
and so forth, in India, have low per capita utilization and in
addition low infiltration level, however the potential for
development is enormous.
TRENDS
Global Concentration
Major worldwide buyer item organizations, (for example,
Unilever, P&G, Colgate, Nestle, Heinz) have a lot of the
worldwide market. These organizations have been built up
for quite a while and have a grasp of solid brands with
restrictive innovation. The vast majority of these
organizations are money rich and very much oversaw. Their
brands produce solid money streams and enable them to
reinvest in fortifying their image value further, with
proceeded advancements/promotions. (Harvard Business
Review, Sept-Oct, 2004) They likewise have the money
related clout to get little nearby brands to fortify their
situation in the class. These organizations likewise make
extensive interest in R&D to hone and keep up their edge in
the business.
Growth is in the Third World
The vast majority of the worldwide majors have their
starting points in Europe or USA. They locate their home
markets immersed and are counts on the third world for
future development. These organizations are setting up shop
and are forcefully extending their base in these nations.
They additionally pay special mind to chances to obtain
neighborhood brands to push begin or merge their situation
in these business sectors.
Value for Money
Amid the last 4-5 years, especially after diminished buyer
spending amid the worldwide subsidence, the new trendy
expression is an incentive for cash. FMCG organizations all
around have set out upon real re-organizing/cost cutting
activities as the business has turned out to be wildly
aggressive. Additionally, a few developments in bundling
media have occurred.
Adapting to Local Conditions
Over the most recent couple of years, procedure of
adjusting to nearby conditions has quickened. MNCs are
adjusting their items, process and advertising
correspondence to the nearby conditions. They adjust the
assembling procedure to boost utilization of neighborhood
crude materials and suit their items to the taste and
necessities of nearby shoppers. This procedure has been
required by the basic to be financially savvy and be focused
versus solid nearby players.
Packaging
The job of bundling has expanded essentially lately, mostly
because of change in bundling innovation. Customarily,
bundling was relied upon to fill the need of assurance and
economy. At that point, bundling was relied upon to satisfy
the target of accommodation. (Kotler Philip, 2003)Today,
bundling is utilized as a compelling instrument for
advancement. In addition, new bundling innovation has
empowered most FMCG organizations to altogether lessen
their bundling costs.
Rural Distribution
Expanded spotlight on country conveyance has expanded
co-ordinations spend for the main organizations.
|September 2018 33

WHOLESOME
FOODS
Celebrating the Goodness of Traditions
In this fast paced world, the most important asset an
individual can gift itself is consuming nutritious meals
and leading a healthy life. One such company with a
vision to provide healthy, convenient, authentic food to
foodies worldwide is Wholesome Foods. In order to fulfill
its vision, it started with settings up a manufacturing plant
which sells frozen fruits, vegetables and ready to eat
products. This is designed as per the latest food safety
norms of the USA, the UK and Japan. The company
believes that clients are their biggest assets and hence it
works with a client-centric approach. It looks at every
customer’s requirements and caters customized solutions
accordingly.
Wholesome foods offer its customers with highest quality
products in a cost-effective manner. The company’s
foundation is based on virtues, commitment, experience and
knowledge for its customers, partners and investors. It is
driven by founding ideals like quality, accountability,
commitment, innovation, integrity, and ethics.
A Resourceful Leader
A determined personality, Jeet Hirpara is the Managing
Partner at Wholesome foods. Initially, during his education
in the USA and the UK, he realized that it was imperative to
have a nutritious meal every day. Sharing his experiences of
abroad, he recalls “During our college days, we used to
have a mass cooking session on the weekends and freeze it
so we wouldn’t have to worry about foods on the
weekdays”. Hence, he decided to implement his idea of
providing healthy and tasty food options to the customers.
After returning to India, he noticed the same trend was
coming to picture here too in India. With the changing
lifestyle, there has been an increase in the number of
nuclear families. Jeet understood, it could be convenient
option for such families to have a wholesome meal which
tastes like a home-cooked meal.
With his sheer hard-work, he conceptualized, executed and
implemented this facility.
He has been instrumental in designing the factory as per the
latest technology and food safety standards. He is also
working on the sales and marketing efforts of the company
with having spearheading the sales team during
international and domestic exhibitions such as Anuga
Germany, Foodex Japan, Sial Middle East, Indus Foods
and the World Food India during the last year.
An Excellent Service Provider
Wholesome foods offers a range of frozen fruits,
vegetables, paste and ready to eat items. A scientific
approach is used to prepare the products and increase shelf
life without using any preservatives. The frozen vegetables
are grown in selected farms, washed, peeled, cut and
blanched (semi-cooked) so it is as easy as opening a pack of
vegetables and start cooking your favorite recipe without
the hassles of preparation. The company's frozen ready to
cook items take convenience to the next step as these meals,
snacks, and desserts; just need to be heated for a few
minutes to enjoy a wholesome meal prepared in the most
hygienic conditions.
Wholesome foods believe in staying true to its taste by
keeping the authenticity of the product intact. As the
36
Septmber 2018|

1
COMPANIES IN INDIA
THE
0
Most Admired
FMCG
‘“ ‘
Our goal is to provide easy access to authentic and traditional
food solutions to millions of people across the world
‘
‘“
company includes cuisines like North Indian and South
Indian it ensures to incorporate effective measures to stand
by its original flavor. The company has both B2B and B2C
verticals in the company. In case of dissatisfaction of the
customer in the B2C vertical, the customer can return the
product and get a full refund without any questions asked.
While in the B2B business, the company guarantees timely
delivery with various packing options as per convenience.
Tackling Challenges Effectively
It is imperative to change with present times and
technology. As salient modifications take place every now
and then, it is mandatory to stay up-to-date with the food
industry and emerging businesses. “As we are in food
business, there is a huge variation in cost due to seasonality
and the huge dependence on monsoon in India” says Jeet.
Wholesome foods analyze historic data and try to procure
the raw materials at the right time.
The frozen food industry is at its nascent stage and the
number of companies is also less, but as the demand is also
limited creating a fierce competition. In order to mitigate
risks and enhance growth, the company invests in R&D.
Celebrating a Friendly Work Environment
“We are a family run business and try to keep the same
atmosphere for all employees.”
Wholesome foods celebrate a healthy and respectful
working atmosphere to experience a principle work ethical
environment. It believes in treating everyone with respect
and maintaining a personal relationship with each
employee. This creates a feeling of ownership among the
employees which helps them to succeed at their maximum
potential.
The company conducts monthly review meetings of each
division where at least one partner is present. These
meetings are conducted for employees to share their
valuable suggestions and also give feedback accordingly.
The company takes in consideration and tries to evaluate
these suggestions and implement the necessary changes.
Future Endeavors of the FMCG industry
Jeet Hirpara
Managing Partner
FMCG industry in India is going through a tremendous
change. The Indian government is focusing to increase farm
income and the MSP prices with relatively good monsoon
will aid in the FMCG sector. With GST stabilizing since a
year of its launch, the prices of FMCG have seen a revision
on the lower side which is further adding to growth. Overall
the outlook of the industry is positive and is expanding its
outreach. FMCG sector will play a huge role in GDP and
employment, indicating a progressive sign for India’s
future.
|September 2018 37

38
Septmber 2018|

From Editor’s Desk
THE UPSWING
IN THE INDIAN
FMCG SECTOR
n this fast-paced world, industries are constantly striving to cater the needs of mankind. In today’s global marketplace,
Ithe information associated with a product is fast becoming a critical link in the supply chain. Especially in fast moving
consumer goods (FMCGs) industry, there is more fierce competition and more unstable requirement. Most plants use
manufacturing resource planning system to manage the process of production. The various industries play a pivotal role in
contributing and enhancing the economy. The FMCG (Fast Moving Consumer Goods) is the fourth largest sector of the
Indian economy. As individuals experience a set of measures like growing awareness, easier access, and changing scenarios,
which assists in boosting the growth of this sector. These changes have been seen due to the liberalization, urbanization and
increase in the disposable incomes and modifications in the lifestyle of the people. The FMCG products have a small shelf
life at considerably low cost and it doesn’t consume a high financial investment to purchase. It is popularly known as
consumer packed goods and includes consumables which individuals buy at a regular interval for day-to-day chores.
Key Factors of the Indian FMCG Sector
• As the modern trade is gaining importance day-by-day, it is a big ticket item that is expected to grow at 20% year-on-year
and is credibly to boost revenues for FMCG players.
• The household and personal care is one of the primary segments accounting for 50% of the overall market and the Food
and Beverage at 19% market share.
|September 2018 39

• With the increasing adoption of sales technologies and growing mobility usage, the FMCG distribution system
has become more transparent, organized and convenient.
• By 2020, the Indian FMCG market is expected to grow at a CAGR of nearly 21%.
• A rise is expected in rural consumption is all set to drive the FMCG market. It is estimated to grow at a CAGR of
14.6% by the year 2025.
The Rural Areas Set to Rise
Over the years the FMCG sector has rapidly progressed and continues to expand its outreach. The rural areas have
immensely impacted the sector and are estimated to be a major driver and continue to increase in the regions. As
compared to the urban areas, the rural areas have experienced a higher rise in the sector. The companies' recognized
this as a golden chance and has rushed to capitalize on this, it granted excellent services like direct distribution and
utmost infrastructure. With such a great response, the companies are creating specific products, which are prominently
targeted for the rural market.
The Government of India has taken effective measures to support the rural population with facilities such as higher
minimum support (MSPs), loan waivers, and disbursements through the National Rural Employment Guarantee Act
(NREGA) program. All these measures has helped in reducing poverty in rural India and lifted the rural purchasing
rate.
An Overview of the Rural Market Consumer Behavior
The urban market accounts for almost 60% revenue share and the semi-urban and rural segments are the high potential
markets that is growing faster day-by-day and is recently accounts for 40% revenue share. One of the interesting facts
to note is that FMCG products accounts for 50% of total rural regions spend in India. Mobile comes very handy to the
user and hence it has evolved as one of the most important devices over the years. The mobile internet users in rural
areas are experiencing a growth of nearly 26%. The mobile handset penetration in rural India is much higher than TV.
Seeing the statistics, the FMCG brands can use the mobile medium creatively to expand its outreach.
Strategies Embraced by FMCG Companies
In order to succeed in a competitive market developing key strategies is a must. Some of the most likely strategies
experienced by the FMCG brands include offering of the customized products owing to different target audiences. It
provides distinct customer preferences like women based products or kids based products. The FMCG players hugely
spend on product innovation and promotion so as to surpass competition and to stay ahead in the race.
As people today are living in a digital world, it is important for FMCG companies are focusing on building their online
presence. As the online research enables customers to make informed purchasing decisions and gives them the required
details at a click. The FMCG sector is climbing the ladder of success steadily, in order to rise and maintain the pace of
investing in new sales technologies such as SFA (Sales Force Automation). Some of these SFA solutions are number of
increased internet users across the country, emerging competition, advent of modern trade and need for a well-defined
retail distribution system. This has prompted leading FMCG players to integrate these solutions in the sales system.
This indeed will create an advanced, strong and seamless business environment for organizations.
The Road Ahead
Having extensively discussed the FMCG landscape, it is clearly evident that it is on upsurge today growing at a rapid
pace. To maintain this scenario, the FMCG companies need to focus on R & D and innovations in terms of growth.
Consistency is the key in any business, companies that continue to do well would be the ones to promote using
customer insights to create new product category or next generation of products.
40
Septmber 2018|

FACTORS
Affecting
Vi-john Group has established itself as a leading
brand of personal care, cosmetics and perfumes in
India. It has now spread its wings in the global
market to be recognized as a prominent international name.
India is a dynamic Country where growth will come from
all Sections of Society be it Urban India or Rural India. On
one side the E-Commerce and Modern Trade are growing
very-very fast in Cities and Towns and on the Contrary
Rural India is showing the growth even faster.
THE GROWTH
OF THE
RURAL
Infrastructure
MARKETS
The Growth of FMCG products largely depends upon the
reach to Rural Sectors. And Reach depends upon the
Infrastructure available to rural India. Even today many of
the Rural Markets are unexplored due of the lack of
Infrastructure. This is the reason why we have not been able
to explore the Rural Markets till and also it is the Biggest
opportunity available for the FMCG sector for their further
growth.
In the Rural Markets Growth of FMCG Products depends
upon three major factors:-
1. Infrastructure available to Reach the Villages
2. Education
3. Consumer Awareness
Rural India is untapped potential for the Marketers in
FMCG Sector. Youth in Villages is also aspiring towards
moving for Towns and Cities and adopt what is being used
in these areas. The Roads are a vital reason for the Growth
of FMCG sector in Rural India. People are getting more
Educated and therefore the Consumer Awareness in
increasing.
The infrastructure development is happening fast in India.
Roads are being constructed all across India. Villages of
India are getting closure to towns and Cities. Previously the
Consumer was dependent upon the Retailer in the Villages,
whatever he used to get from the Catchment wholesale
markets, same was available for the consumers. He knew
that consumer is going to buy whatever he wants to sell else
consumer had no other Choice. So he always used to sell
what gives him more profit. Result was organised FMCG
products were not reaching Rural India. But with the Roads
getting better, he has the threat that if he doesn't sell what
consumer needs, someone else will replace him. Therefore
improvement in Roads has resulted in the FMCG Products
to grow and same will continue to happen in the years to
come.
42
Septmber 2018|

Expert’s View
About the Author
Vimal Pande, CEO of Vi-john has an
extensive experience of working over
three decades in the FMCG Industry.
The professional journey of Vimal
started as a front line salesman but
over the succeeding years his
principled work ethics and sheer
contribution has achieved him the
position of CEO with Vi-john group of
companies. He is very passionate
about his work and enjoys what he
does. In conversation with him, he
shared his insights on the various
aspects on the FMCG Sector.
Vimal Pande
CEO
Vi-john
The above said reasons are the reasons of Growth due to
increase in the width of distribution. But how the demand in
the Villages will increase remains unanswered.
Education
Education is also one of the biggest reasons which will
attract growth in Rural India. Earlier the needs of consumer
were to Food, Clothing & Shelter. He didn't need much and
so the scope for growth was limited. But the educated youth
knows what he should buy and not merely depend upon
what a rural Retailer sells.
Awareness
Education is going increase the awareness among the
consumer. The consumer who has always been dependent
on the retailer will now become demanding from the
retailer for the products he needs. Marketers will eventually
make the consumer more and more aware. The marketers
are going to find new and new ways to communicate with
rural consumers and make them aware.
The demand of FMCG products in India is bound to
increase as the rural consumer is getting the awareness
faster than before about the products. Gone are the days
when the consumer was satisfied because his needs were
fulfilled with what is available in the villages. Now the
Consumer is getting aware and his aspirations to Go for
Brands rather than commodities is also going up.
“It is the combination of education, awareness and
Infrastructure that will bring the growth of FMCG
products in Rural India for many more years to come. It is
the untapped Opportunity for all the marketers to explore
and avail the opportunity available.”
|September 2018 43