Rupal Madhup’s Post

🚀 Embracing Change: Digital Disruption in Consumer Goods 🛍️ Traditional consumer goods giants are feeling the heat as young, digital-first brands and local players carve out their share of the market. 🌟 Young Indian shoppers are turning to online platforms for food, fashion, and beauty, seeking unique experiences and products to express themselves. 🛒💄 With brands like SUGAR Cosmetics Cosmetics gaining ground, the market is witnessing a shift towards niche products and personalized offerings. 🌈 Even top malls are adjusting their spaces, favoring direct-to-consumer retailers like Nykaa and Tata CLiQ Luxury over traditional supermarkets. 🛍️ As new players enter the food delivery scene, competition grows, offering consumers a wider range of options beyond established quick-service restaurants. 🍔🍕 Amidst this disruption, regional and local brands are making a comeback, leveraging localized marketing and competitive pricing strategies. 🏪 Established giants like Unilever are adapting, investing in innovation, and embracing digital-first brands to stay ahead of the curve. 💡 Change is inevitable, and those who embrace it will thrive in the evolving consumer goods landscape. 💪 #DigitalDisruption #ConsumerGoods #EmbraceChange LiveMint: https://shorturl.at/eizY7

Hindustan Unilever (HUL) is a British-owned company that has been very successful for over 100 years. It has also produced many great CEOs, like Gopal Vittal and Sudhanshu Vats. So, what is HUL's secret? The detailed insights are given by Mr. Sudhir Sitapati, CEO of Godrej Consumer Products, in his book "The CEO Factory". Here is my inference of one of my favourite chapters in the book " Why Marketing is Business" 1. Marketing and Business Brand as Trust: 🏷️ A brand is a symbol of trust with specific meanings for consumers. Ask people to describe the brand with their eyes closed to understand these meanings. 💡 2. Defining the Problem Identify the Real Issue: 🕵️ Spend a lot of time finding the real problem. A loss of market share might actually be due to poor advertising. Dig deep enough to uncover the true issue so the right solution becomes clear. 🔍 3. Consumer Behaviour Adopting New Categories: 🍵 It’s easier to get people to try a new product category (like switching from chai to green tea) than to get existing heavy users to consume more (like drinking more cups of the same tea). 👓 4. Human Behaviour Similar Desires: 👥 Most people want similar things and behave in similar ways. Don’t over-segment your market unless you have strong reasons to do so. 📊 5. Brand Extension Be Cautious with Extensions: ⚠️ Think carefully before expanding your brand into new areas. A failed extension is better than one that succeeds and harms your main brand. Focus on doing better, not just more. 🚀 6. Consumer Insights Understand Real Actions: 👩🏫 What consumers say, think, and do can differ. The best research involves spending time with a few key consumers to truly understand them. 👥 7. Finding Insights Insights from Contradictions: 💡 An insight is a surprising truth that seems obvious later. Look for connections between different observations and express them clearly. 🔗

Let’s take a trip back to the vibrant 1990s in India!🇮🇳 This was a time of change, innovation, and a booming consumer market.📈 Among the emerging brands was one that captured the hearts of millions with its affordable and quality products. Can you guess which brand this is? Here are some clues: 📍Target Audience: It aimed at middle-class families, focusing on everyday essentials. Expansion: The brand rapidly opened outlets across the country, becoming a household name. 📈Initial Success: It thrived during the early liberalization years, enjoying a loyal customer base. As the market evolved, this brand faced significant challenges: 👥Market Shift: Competitors began to offer diverse and innovative products, changing consumer expectations. 🗒️Management Decisions: The company became complacent and focused on short-term profits rather than long-term strategies. What do you think went wrong?🤔 Was it a lack of innovation, poor management, or something else? Ultimately, despite its initial success, the brand struggled to adapt and had to shut down operations by the late 90s.📉 This story revolves around Dabur's Real Juice, which, while initially thriving, lost its edge due to mismanagement and an inability to keep pace with consumer demands. 🗣️Discussion Time! What lessons do you think modern brands can learn from this story? Have you seen any brands today that seem to be following a similar path?

🔥🔥 Issue 140 is out and it covers a lot. Want to receive the newsletter directly into your inbox, subscribe here: https://lnkd.in/gYfRKVsd Have a view? Agree? Disagree? Leave your comments and POV. 🤝 How CPG companies have diversified their M&A strategies balancing growth and margin expansion 🪞 Are consumers going to pull back on makeup and skincare spending in 2024? 🙄 How far can you stretch an insurgent brand? 🤌🏼 Are generalist/tech VCs the right investors for consumer brands? 🍷🛢️ Wine in a can? Rajeev Samant 𓇼 Sauce VC continues to grow to help build India’s insurgent brands ecosystem - Manu Chandra 👩🏻 Women are changing India's spirits consumption 🪤 What is fake cheese and does it matter? 🧱 Brick and mortar was never out of fashion 🔮 Riyaaz Amlani talks about the changing face of hospitality in India DSG Consumer Partners Hariharan Premkumar Sameer Mehta Leong Hein Hun Pooja Shirali Impresario Handmade Restaurants #india #southeastasia #sea #insurgentbrands #brickbybrick

Hold onto your shopping carts, folks! The FMCG giants are feeling the pinch, with a measly 2.5% growth – the lowest in 14 quarters. But fear not, fellow business warriors! This is less about people hating their snacks and more about a crunching private consumption trend. So, let's channel our inner MacGyver and turn this challenge into an opportunity with these 5 lessons: 🍝 1. Value Hacks: Remember that ramen-fueled college student who stretched every penny? Be that student! Offer value packs, loyalty programs, and discounts that make your products feel like a steal, not a splurge. 🫂 2. Emotional Connection: We all buy with our hearts (sometimes even our stomachs!). Tap into emotionswith storytelling, relatable humor, or even a pawsitive pup in your marketing. 💻 3. Innovation is Key: Don't be the boring cereal brand at the back of the shelf. Think outside the box with new flavors, formats, or even subscription services that cater to evolving needs. 🛜 4. Embrace the Digital Shelf: The internet is your oyster (or should I say, your online grocery store). Optimize your digital presence, engage with customers online, and offer seamless omnichannel experience. 🤝 5. Community Matters: People love to feel like they belong. Build a communityaround your brand, host interactive events and support local causes. If you are a business owner or in a growth and marketing role and striving hard to make the business flourish, Share your own crisis-fighting tips in the comments! Let's help each other thrive, even in a crunchy market. #FMCG #Marketing #BusinessTips #Humor #Community #Innovation #AdaptOrDie #ButMostlyAdapt Marico Limited Nestlé Britannia Industries Limited Dabur India Limited ITC Limited Godrej Consumer Products Limited Emami Agrotech Limited Gillette India Pvt. Ltd Honasa Consumer Ltd. Country Delight

The middle class is taking off ✈️, set to make up 50% of our country’s population by 2030. They’ve evolved from savers to spenders, and we’re totally here for it! 🎉 For CPG brands, it’s time to give your largest consumer base the wings they need to soar! 🛍️💸 From premium products to unforgettable experiences, the middle class is embracing it all. 💎🌟 Curious about how Bizom and other industry bigwigs are making waves? 🌊 Find out more in the full article where Bizom is featured in The Times of India. 📰 Read the full article here: https://lnkd.in/d9gJ-6H2 #Bizom #UpgradetoBizom #Featured #MiddleClassMagic #BizomInsights #ConsumerEvolution #MiddleClassPopulation #FMCGBrands

Mamaearth's 𝐈𝐦𝐩𝐫𝐞𝐬𝐬𝐢𝐯𝐞 𝐅𝐢𝐧𝐚𝐧𝐜𝐢𝐚𝐥 𝐉𝐨𝐮𝐫𝐧𝐞𝐲 𝐢𝐧 𝐐𝟏 𝐅𝐘𝟐𝟓 🌱 Honasa Consumer Ltd., the powerhouse behind #Mamaearth, has kicked off 𝐅𝐘𝟐𝟓 with some incredible numbers. 𝐇𝐞𝐫𝐞’𝐬 𝐚 𝐛𝐫𝐞𝐚𝐤𝐝𝐨𝐰𝐧 𝐨𝐟 𝐭𝐡𝐞𝐢𝐫 𝐫𝐞𝐜𝐞𝐧𝐭 𝐟𝐢𝐧𝐚𝐧𝐜𝐢𝐚𝐥 𝐚𝐜𝐡𝐢𝐞𝐯𝐞𝐦𝐞𝐧𝐭𝐬: 👇 🔸𝐁𝐢𝐠 𝐏𝐫𝐨𝐟𝐢𝐭 𝐉𝐮𝐦𝐩: mamaearth saw a massive 𝟔𝟐.𝟗% rise in Profit After Tax (PAT), bringing it to ₹𝟒𝟎.𝟐 𝐂𝐫. This growth highlights the brand’s strong market presence and 𝐜𝐨𝐧𝐬𝐮𝐦𝐞𝐫 𝐭𝐫𝐮𝐬𝐭. 💰 🔸𝐒𝐭𝐫𝐨𝐧𝐠 𝐑𝐞𝐯𝐞𝐧𝐮𝐞 𝐆𝐫𝐨𝐰𝐭𝐡: The brand’s revenue grew by 𝟏𝟗.𝟑% 𝐘𝐨𝐘 to ₹𝟓𝟓𝟒 𝐂𝐫, with a sequential jump of 𝟏𝟕.𝟑%. Clearly, their strategic moves are paying off! 📊 🔸𝐄𝐱𝐩𝐚𝐧𝐝𝐢𝐧𝐠 𝐅𝐨𝐨𝐭𝐩𝐫𝐢𝐧𝐭: Mamaearth is now in nearly 𝟐 𝐋𝐚𝐤𝐡 FMCG retail outlets across India—a 𝟑𝟎% increase compared to last year. This expansion is a testament to their growing popularity and reach. 🏪 🔸𝐈𝐦𝐩𝐫𝐨𝐯𝐞𝐝 𝐄𝐁𝐈𝐓𝐃𝐀: Their consolidated EBITDA improved by 𝟐𝟎𝟏 basis points YoY, reaching ₹𝟒𝟔 𝐂𝐫. This reflects their focus on operational efficiency and profitability. 🔧 🔸𝐈𝐧𝐯𝐞𝐬𝐭𝐢𝐧𝐠 𝐢𝐧 𝐆𝐫𝐨𝐰𝐭𝐡: With a ₹𝟐𝟎𝟎 𝐂𝐫 spend on advertising—a 𝟐𝟐% 𝐘𝐨𝐘 increase—Mamaearth is clearly committed to growing its brand visibility and customer base. 📺 🔸𝐈𝐧𝐧𝐨𝐯𝐚𝐭𝐢𝐧𝐠 𝐰𝐢𝐭𝐡 𝐍𝐞𝐰 𝐏𝐫𝐨𝐝𝐮𝐜𝐭𝐬: New launches are contributing significantly, making up 𝟗% of their 𝐐𝟏 𝐅𝐘𝟐𝟓 revenue. This shows their dedication to meeting evolving consumer needs. 🚀 🔸𝐒𝐜𝐚𝐥𝐢𝐧𝐠 𝐎𝐩𝐞𝐫𝐚𝐭𝐢𝐨𝐧𝐬: Total expenses climbed by 𝟏𝟕.𝟒% to ₹𝟓𝟐𝟎.𝟒 𝐂𝐫, aligned with their revenue growth. This investment is driving their expansion while ensuring sustainable growth. 💼 🔸𝐋𝐞𝐚𝐝𝐢𝐧𝐠 𝐭𝐡𝐞 𝐌𝐚𝐫𝐤𝐞𝐭: In the face wash category, Mamaearth achieved an impressive ₹𝟖𝟎𝟎 𝐂𝐫 GMV ARR, capturing a strong market share and setting a high standard in the industry. Ghazal Alagh and Varun Alagh’s journey with Mamaearth is a perfect example of how strategic investments and a deep understanding of consumer needs can drive significant growth. Follow Apoorv Raj for more such insights. ✌ #Growth | #FMCG | #Retail | #Innovation | #Finance | #Strategy | #Mamaearth

I don’t know much about this industry, but I will get into the water and learn how to swim. These are the exact words Falguni Nayar, CEO of Nykaa, told me 10 years ago. I had the privilege of meeting Falguni Nayar, CEO of Nykaa, alongside Pushkaraj Shenai, CEO of Lakme, as fellow panelists at a business conference a decade ago. At the time, Naturals and Lakme were already established brands, while Nykaa was just beginning its journey. When questioned about her strategy, Falguni responded: "I see a digital opportunity in the beauty industry and I'm working on building it. I don't know much about this industry, but I will get into the water and learn how to swim." And she did. Today, Nykaa stands in the beauty industry with a market cap of more than $5 billion. We both share the same story. I didn’t hesitate to come into the salon industry just because I don’t know about it. I strongly believe that not having adequate knowledge of the industry presents huge opportunities to disrupt the industry. Don’t hesitate, come and disrupt the industry. #Nykaa #Industry #Naturals

#BrandsOfBharat: A New Era in Quick Commerce As I was casually browsing through the brand representation across India's leading quick commerce platforms, an interesting trend caught my attention – a growing presence of Indian brands. The ratio of Indian brands to MNC brands has shifted dramatically to around 1:2, compared to ~1:5 which might have been a decade ago. Here’s a glimpse of the current landscape (from the Categories Section as in the below Snapshot): Platform 1: Indian brands: 3 MNC brands: 7 Platform 2: Indian brands: 6 MNC brands: 12 Platform 3: Indian brands: 7 MNC brands: 12 What’s truly inspiring is the rising representation of many homegrown brands. Their innovation, quality, and resilience have led them to hold their own alongside some of the world’s most recognizable global players. As we look to the future, perhaps there’s an opportunity for platforms to create a dedicated section for ‘Brands of Bharat’—celebrating and promoting the entrepreneurial spirit that drives these brands forward. This could serve as a spotlight for local brands, making it easier for consumers to choose and support Made in India products. The future of India’s consumer market is bright, and with the right platforms, we can continue to accelerate the growth of indigenous brands, building a stronger ecosystem for our economy. #makeinindia #brandsofbharat PS. Food for thought for some of the decision-makers, Deepinder Goyal Aadit Palicha Sriharsha M. Amitesh Jha Albinder Dhindsa Kalyan Krishnamurthy Blinkit Zomato Swiggy Flipkart Zepto

Thrilled to have presented a comprehensive marketing analysis of Nykaa @ Pandit Deendayal Energy University School of Management with this incredible team under the guidance of Dr.Kaushal Kishore ! It was an enriching experience exploring Nykaa's company profile, industry landscape, STP (Segmentation, Targeting, Positioning), and providing strategic recommendations. My contribution focused on the SWOT analysis, where I highlighted the: Strengths (S):- 1. Low-cost structure 2. Strong social media presence 3. Innovative ideas Weaknesses (W):- 1. Less spendings on R&D 2. Rented > Purchased (offline stores) Opportunities (0):- 1. Rise in e-commerce. 2. Social media promotions. 3. Increased potential customer market Threats (T):- 1. Competition within industry 2. Consumer tastes are changing Grateful for the collaboration and insights shared by each team member – this experience truly showcased the power of teamwork and in-depth research. Looking forward to more such opportunities to grow and learn! 💼🚀 #Teamwork #MarketingStrategy #Nykaa #Leadership #ContinuousLearning"