Dipankar Mukherjee

#FMCG leaders - STOP TAKING INDIAN CONSUMER FOR A RIDE For years, major FMCG BRANDS HAVE CONTROLLED Indian households through convenience and clever marketing—pumping consumers with SUB-STANDARD, LOW-QUALITY, UNHEALTHY PRODUCTS under the guise of “healthy” benefits that were outright misleading. Kirana shops were silent partners. The untold rules: “STOCK LEADS TO SALES” and “HAMMER FALSE CLAIMS UNTIL CONSUMER BELIEVES them” Here’s the reality check: QUICK COMMERCE and SOCIAL MEDIA have disrupted, democratized, and transformed the FMCG landscape. Consumers are now INFORMED, EMPOWERED, and DONE with being taken for granted and misled. FMCG brands, kirana shop owners, and the government—it’s time to wake up or GET LEFT BEHIND. ## FMCG Brands: STOP BLAMING - EARN BACK CONSUMER TRUST • TRANSPARENCY IS NON-NEGOTIABLE: Consumers are FED UP with hidden ingredients and false health claims. Start being HONEST about what’s inside. Drop the sugar, additives, and processed junk—OR GET READY TO BE REPLACED by cleaner, more transparent brands. • STOP BANKING ON BLIND LOYALTY: Loyalty is DEAD. Today’s consumers want HEALTH, QUALITY, and ETHICS—not empty promises. If you can’t innovate with products that truly resonate, prepare to watch your market share slip away to brands that can. • GO DIGITAL—FAST: Quick commerce isn’t a threat; it’s a TOOL. Embrace it, or get outplayed by brands that leverage digital channels and data to stay relevant. Your consumers have moved online—WHY HAVEN’T YOU? #KiranaShop Owners: WORK FOR THE CONSUMER NOT THE BRAND • BE THE LOCAL TRUST HUB: People trust you. Stock brands that are HONEST and HEALTH-FOCUSED. Become the go-to for QUALITY, not just convenience. • PARTNER WITH HONEST BRANDS: Consumers want alternatives to cheating brands. Build relationships with ethical brands that match new consumer values. Become known for QUALITY, not just the same old products. • DIGITIZE TO COMPETE: Small steps matter. List your shop online, offer home delivery, and STAY CONNECTED with your customers. Quick commerce can’t replace your local credibility—USE IT TO YOUR ADVANTAGE. Government: PROTECT CONSUMER INTEREST • MANDATE HONEST LABELS: Enforce strict standards on health claims. STOP BRANDS FROM MISLEADING CONSUMERS. If you don’t protect them, you’ll FURTHER lose credibility. • EMPOWER KIRANA SHOPS: Support local stores with incentives for digital tools and training. KEEP THEM COMPETITIVE in an online world where big players dominate. • FOSTER LOCAL, ETHICAL BRANDS: Give small, honest brands a leg up. INCENTIVIZE SUSTAINABLE PRACTICES and help these businesses reach more consumers. ##BottomLine FMCG ecosystem is transforming because CONSUMERS ARE TRANSFORMING. Quick commerce has given consumers CHOICE, SPEED, and INFORMATION. The era of taking consumers for granted is OVER. Embrace transparency, empower kirana stores, and support honest brands. THAT’S THE FUTURE OF FMCG #RatneshJain Revant Himatsingka (Food Pharmer)

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As the festival season picks pace, so do the hopes of FMCG growth acceleration, expected to be led by rural consumption! As per some estimates festive season could see double digit growth vs. ~4% FMCG growth last quarter, giving the consumption story a strong uplift! #IndianEconomy #PCE #FMCGgrowth #ruraleconomy

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𝗛𝗲𝗿𝗲'𝘀 𝗵𝗼𝘄 𝗔𝗺𝘂𝗹 𝗶𝘀 𝗯𝗮𝗻𝗸𝗶𝗻𝗴 𝗼𝗻 𝘁𝗵𝗲 𝗽𝗼𝘄𝗲𝗿 𝗼𝗳 𝗻𝗼𝘀𝘁𝗮𝗹𝗴𝗶𝗮 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴? As we mark World Milk Day today, here is a piece one of the best examples of how Asia’s largest milk brand is leveraging nostalgia in building a brand. The spotlight is back on an iconic Shyam Benegal directed ‘Manthan’ when recently GCMMF walked the red carpet at Cannes where the 4K restored version was released. Did you know Manthan is India’s first crowdfunded film where 5,00,000 farmers donated ₹2 each to bring the project to fruition 48 years ago? The jingle ‘𝘔𝘦𝘳𝘰 𝘎𝘢𝘢𝘮 𝘒𝘢𝘵𝘩𝘢 𝘗𝘢𝘳𝘦𝘺’ taken from the same movie has been refurbished several times by the brand to evoke positive emotions for brand. Amul scored perfectly every time to transport us back to memories and feelings associated with the past to create an emotional connection with its consumers. A wealth of research shows that nostalgia can result in creating more trust towards the brand and increase purchase intention. ➡️Following the reception at Cannes, the restored version of Manthan will be released in 100 theatres, across 50 cities in India on June 1 and June 2. 𝐂𝐡𝐞𝐜𝐤 𝐭𝐡𝐢𝐬 𝐨𝐮𝐭 𝐟𝐨𝐫 𝐨𝐧𝐞 𝐦𝐨𝐫𝐞 𝐭𝐢𝐦𝐞. (𝐀𝐮𝐝𝐢𝐨 𝐨𝐧 𝐩𝐥𝐞𝐚𝐬𝐞!)🔊 This is so iconic and nostalgic, that every time I come across this ad film it gives goosebumps! Happy weekend. #worldmilkday #nostalgia #nostalgiamarketing #retromarketing #amul #marketing #iconicads #bestads

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An ad from another era. https://lnkd.in/gXsRRKeA Wonder whether its "asli-nakli" angle helped Britannia gain market share from Parle and its Parle G that pretty much defined the glucose biscuits category. This "the real thing / real taste / authentic taste" approach is quite common in the foods category. Both by challenger brands seeking to take on the established / market leader by drawing a comparison with them, as well as by market leaders to reinforce their position when competitors start attacking their turf. While comparative advertising can be helpful, it can also end up reinforcing the other brand that you compared yourself with, and work as free advertising for it. So tread carefully before you dive into doing "us vs them" advertising. Establishing your own differentiation and reasons to buy often works better. It may not be simple to do in a world of parity products, but it's doable and the rewards from it for the brand are generally greater. Have you come across brands that have done this well? Are you wondering how to do it for your own brands? If so, talk to me, and I'll show you how.

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How can FMCG stores benefit from partnerships like BeSure Sainik Canteen? Partnerships like with BeSure Sainik Canteen can significantly benefit FMCG stores by expanding product reach across India, leveraging a network of 900+ stores operated by retired force personnel. This collaboration enhances brand visibility, fosters national distribution, and supports the retired force community.

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PepsiCo on Tuesday reported a "high single-digit growth" in its beverage unit volume in the Indian market during the first quarter of 2024. The company's convenient food business reported a "double-digit growth" in the country during the period, according to a global earnings statement from the food and beverages major. #beverages #fmcg #consumergoods #retail #revenue #latestnews

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https://lnkd.in/d6YRBHuz voting lines for FMCG MARKET INDIA KING ZEPTO? D MART? FMCG KING WHO? Zepto Sets Sights on the Throne: Can They Outrun DMart? #dmart #zepto #BIGOBASKET UNIVERSITY OF SALES #SALESACHIN The Indian FMCG landscape is heating up! A new challenger, the quick commerce (q-commerce) leader Zepto, has emerged, boldly declaring its intention to dethrone the reigning champion, DMart, within the next 18-24 months. This sets the stage for a thrilling race that will redefine customer convenience in the FMCG space. Zepto's Recipe for Disruption: Speed Demon Deliveries Zepto promises a game-changer: lightning-fast delivery of groceries and essentials within minutes This unprecedented convenience factor is likely to resonate with busy urban millennials and Gen Z who prioritize speed over physical store visits. Hyperlocal Focus To ensure rapid deliveries, Zepto strategically places micro-warehouses in densely populated areas. This hyperlocal approach allows them to cater perfectly to the needs of time-pressed city dwellers. Data-Driven Decisions Unlike traditional stores, Zepto leverages the power of data analytics. By predicting customer needs and optimizing inventory management, they ensure they have what customers want, exactly when they want it. DMart: The Established FMCG Giant However, dethroning DMart, a $30 billion titan with a vast physical store network, is no small feat. Here's why DMart remains a formidable force: Brand Loyalty DMart has cultivated a loyal customer base by consistently offering high-quality products at competitive prices. This trust and loyalty are not easily replicated Economies of Scale DMart's established supply chain and bulk purchasing power allow them to offer competitive pricing, making them a go-to option for value-conscious shoppers. The While Zepto's potential for growth is undeniable, the future of FMCG retail might see a more nuanced scenario: Zepto's Target Audience Busy urban millennials and Gen Z who prioritize convenience and speed are likely to embrace Zepto's offerings, making them a strong contender in this segment. DMart's Stronghold Value-conscious shoppers who appreciate the in-store experience, bulk-buying options, and brand loyalty are likely to remain loyal to DMart. Zepto's Growth Trajectory: Factors to Consider Whether Zepto can significantly close the gap with DMart depends on several key factors: Expansion Strategy Scaling their hyperlocal model efficiently across different cities will be crucial for Zepto's national ambitions. Can they maintain their speed advantage as they expand geographically? Maintaining Delivery Speeds As Zepto expands, ensuring consistent delivery within their Product AssortmentBroadening their product range beyond essentials to include a wider variety of groceries could attract a larger customer base and compete more directly with DMart Zepto's Recent Funding Boost

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Government directs e-commerce firms to reclassify drinks and beverages away from the health drinks category. Discover https://bit.ly/3U3Leth how this directive aims to ensure transparency and accuracy in the categorisation of products, especially those related to health and wellness, and know more about the implications of this policy shift and its effect on online shopping for health-conscious consumers. #HealthPolicy #Ecommerce #OnlineShopping #HealthDrinks #GovernmentDirective

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💼 Big Moves from Varun Beverages: ₹7,500 Crore Fundraising via QIP! 💼 Varun Beverages Ltd (VBL), one of PepsiCo’s largest bottlers globally, is set to raise a substantial ₹7,500 crore through a Qualified Institutional Placement (QIP) to accelerate its growth strategy. 📈 🔑 Key Highlights: Fundraising Plan: The board has approved raising funds via QIP, subject to shareholder approval, to support future expansion plans across its vast operational geographies. Global Reach: VBL handles 90% of PepsiCo's bottling volumes in India and operates in Nepal, Sri Lanka, Zambia, and Zimbabwe. Market Impact: Shares surged 2.7% post-announcement, reflecting strong investor confidence. Future Prospects: HSBC has given a 'Buy' rating with a target price of ₹780, pointing to the company’s digital transformation potential and leadership in the Indian beverage industry. With such a major step forward, Varun Beverages is poised for even greater achievements in the FMCG sector! 💪 CMP: 592 Nifty: 25060 Sensex: 81660 Disclaimer: This update is based on available news and is for informational purposes only. It does not constitute financial advice or recommendations. Please consult a financial advisor before making any investment decisions. 💼 Rishabh Kale #VarunBeverages #QIP #Fundraising #PepsiCo #StockMarket #BusinessGrowth #FMCG

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Gain valuable insights on evolving consumption patterns in India, Marico's D2C strategies and its twin-engine growth drivers. Catch our MD & CEO, Saugata Gupta in conversation with Govindraj Ethiraj in The Core Report podcast. Click here: https://lnkd.in/drg9BW_u #Marico #Podcast #TheCoreReport #ConsumerTrends #MaricoLimited

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Parle, the biscuit brand owned by Parle Products, continues to be India's top FMCG brand, according to the latest edition of Brand Footprint, Kantar Worldpanel’s annual ranking of the most chosen consumer brands in India. In fact, seven of the top 10 brands are owned by homegrown companies. The Brand Footprint study ranks brands on the basis of their consumer reach points, or CRPs, a metric that combines how many households are buying a brand (penetration) and how often (frequency of purchase). #parle #biscuits #parleproducts #FMCG #ETretail #latestnews | Parle Products Pvt. Ltd | Parle Biscuits Pvt. Ltd.

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PepsiCo's leading bottler, VARUN BEVERAGES LIMITED, aims to raise INR 7,500 crore through a Qualified Institutions Placement (QIP) to fund its growth initiatives. The board approved the proposal in a meeting on Wednesday, allowing for the issuance of equity shares in one or more tranches, pending equity shareholder approval via postal ballot. The raised funds will be directed towards investments in subsidiaries, joint ventures, and supporting growth by expanding the product portfolio, entering new markets, and making strategic acquisitions. Read full story here: https://lnkd.in/gDCikVe3 #funding #beverages #growth #expansion #varunbeverages #news #latestnews LinkedIn News India Linkedin News Ashu Agrawal

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Introvert Vs Extrovert Personality: In FMCG Salesmanship In psychology, the contrast between introversion & extroversion is as significant as it is nuanced. These two personality types represent different approaches to social interaction, energy management & decision-making. In the dynamic world of FMCG salesmanship, understanding these traits can be the difference between merely achieving targets & truly excelling. Introverts: The Thoughtful Strategists Introverts are often characterized by their reflective nature. They draw energy from solitary activities or quiet environments, which allows them to focus deeply on tasks. While they may not be the first to initiate conversations in a crowded room, introverts excel in 1 to 1 interactions where they can listen attentively & offer well-considered advice. Their strength lies in their ability to forge deep, trusting relationships with clients—a crucial skill in FMCG salesmanship. In the FMCG sector, where building long-term customer loyalty is as vital as driving immediate sales, introverts bring a unique advantage. Their preference for meaningful conversations over superficial small talk enables them to understand a customer’s specific needs. They excel at nurturing client relationships, ensuring customer satisfaction, and creating repeat business—a cornerstone of success in FMCG sales. Extroverts: The Dynamic Engagers On the other hand, extroverts are energized by social interactions and thrive in environments where they can engage with others frequently. Extroverts are often seen as the life of the party; they are outgoing, enthusiastic, and quick to build rapport with new people. In the context of FMCG sales, this can translate into a powerful ability to make a strong first impression, quickly establish connections & close deals on the spot. Extroverts are particularly effective in fast-paced sales environments where making quick connections is essential. Their charisma and energy can be infectious, inspiring confidence in potential clients and persuading them to make purchasing decisions. In FMCG, where sales cycles can be short & the need to move products quickly is paramount, an extrovert’s ability to engage customers & create a sense of urgency is invaluable. The Balanced Approach: Leveraging Both Strengths While introverts and extroverts bring different strengths to the table, the most successful FMCG sales teams are those that recognize the value of both personality types. Introverts can help build & maintain long-term client relationships, ensuring steady revenue streams & customer loyalty. Extroverts can drive new business and maximize sales during peak seasons or product launches. In practice, FMCG salesmanship benefits from a balance of these traits. An introverted salesperson might excel in understanding the nuances of customer feedback, while an extroverted colleague might be better suited to energize a team and rally them around a sales target.

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In an exclusive conversation with Storyoard18's editor Delshad Irani, DIAGEO India's CEO Hina Nagarajan and CMO Ruchira Jaitly share what it takes to forge a CEO-CMO alliance that future-proofs brands and fuels bottom-lines. For all marketing world updates, click here 👇 https://lnkd.in/dyquZNED #digitalmarketing #marketing #socialmedia #business #entrepreneur #branding #socialmediamarketing #contentmarketing #growthhacking #marketingstrategy #growthmindset #leadgeneration #sales #engagement #communitybuilding #influencermarketing #results #impact

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Many Thanks Dr. Pawan Kumar for your support in this journey. The title of the book 'The Practical Marketer' was something I first came up with in 2020. It was during the pandemic that I was approached by campuses for a talk for first year MBA students. I asked myself, what is it that B School students want to understand & the answer was obvious. So in under 45 minutes I poured the learnings of my career in FMCG spanning 2 decades The structure that I followed was a simple comparison between what the leading text books teach us about Marketing compared with how we deal with the same subjects in the corporate world Next I started penning articles on various subjects that I wished I knew the answer for as I started my Journey - How do u choose the right Celebrity? - Which Consumer Promotions work? - Various Researches that can be done? - How Brand Purpose is uncovered? - Working with your Agencies. The Book eventually emerged from these articles and I mailed the draft to Dr Pawan & some other B Schools Faculties It was the invaluable contribution of members of the academia that helped refine the book as an ideal reference read for students of Brand Management Many Thanks Dr Pawan for your constant encouragement & support in the journey of creating 'The Practical Marketer' which is available for purchase on Amazon now #thepracticalmarketer #book #brands #marketing #brandmanagement

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A thought provoking article in today’s TOI. Many new D2C brands are coming up and establishing themselves in markets with dominant market leading brands. I am not sure if these are gaps left by traditional companies. I think it’s a new game of #MicroSegmentation. Identifying, understanding and targeting a sub segment very sharply with the right design, marketing and pricing. Take the example of #Mokobara. While brands like #VIP and #Safari hold a large market share of the luggage market across customer segments, this new brand has come up with contemporary styled luggage sharply targetted at the affluent style conscious Gen Z and Millennials or any age group sharing the same psychographics. The imagery is aspirational with travel influencers living the travel trend. Stores look young and their insta handles transport you to another world. Their communication TG and Buyer TG is the same. Am sure their employees embody this customer persona too! I am sure there are still Gen Z and Millennial customers who value durability or value in luggage. There will be other brands targetting this Micro segment too. I can only foresee further fragmentation across categories with several brands targetting different #MicroSegments of the same Customer group. Exciting times ahead for consumers in India for sure! Any thoughts? Aditya Gadiyar Purvai Agarwal Jermina Menon MRICS Ayush Wadhwa Shuchi Pandya VS Kannan Sitaram Raja Ganapathy Gaurav Agarwal Arpita Khadria Meghana Bhat Amitabha Sutradhr Amitabh Suri Tanya Shridhar Pankhuri Sharma Spoorthi Arun Sakshi Singhal Prachi Gupta Yuktie Jhangiani Verma Amit Sharma #D2C brands #SheWrites #NewAgeBrands

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🌟 The Potential of the Makhana Industry in Transforming Bihar's Business Ecosystem 🌟 The Makhana industry in Bihar holds immense potential to transform the state’s business ecosystem. As a region with rich agricultural heritage, Bihar's Makhana industry stands at a pivotal moment, with opportunities to drive economic growth and innovation. Current Demands: 1. Increased Quality Standards: There is a growing demand for high-quality, traceable Makhana that meets international standards. 2. Direct Market Access: Farmers and buyers seek more efficient ways to connect directly, reducing reliance on intermediaries. 3. Sustainable Practices: Consumers and businesses are increasingly focused on sustainability and ethical sourcing. Steps to Improve Farmer and Buyer Experience: 1. Enhance Quality Control: Implement stringent quality assurance processes to ensure that Makhana meets the highest standards, which will boost consumer confidence and marketability. 2. Facilitate Direct Connections: Develop platforms and systems that enable farmers to connect directly with buyers. This will help farmers receive fair compensation and allow buyers to access fresh, quality products. 3. Invest in Training and Technology: Provide farmers with training on best practices and invest in modern technology for processing and harvesting. This will improve product quality and efficiency. 4. Promote Sustainable Practices: Encourage and support sustainable farming methods to ensure long-term viability and appeal to eco-conscious consumers. By addressing these areas, we can unlock the full potential of the Makhana industry, driving economic growth and improving the livelihoods of farmers in Bihar. Together, let’s work towards a thriving Makhana ecosystem that benefits both producers and consumers. #Makhana #BiharBusiness #AgricultureInnovation #SustainableFarming #QualityAssurance #DirectMarketAccess #EconomicGrowth

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