In short: India’s consumption is expanding in both rural and urban markets, but so is competition. FMCG brands that win now combine sharp consumer insight, differentiated products, omnichannel distribution and consistent execution.
For decades, FMCG growth in India was won at the shelf: availability, visibility and the strength of the distribution network. Those still matter. But attention, availability and repeat purchase now move across many channels at once.
The opportunity is growing
According to the Government of India’s Household Consumption Expenditure Survey, monthly per-capita consumption expenditure rose 9.2% in rural areas and 8.3% in urban areas in 2023-24. The market is expanding, but so is competition, from established players, digital-first brands and quick-commerce platforms alike.
What winning brands do differently
- Sharper consumer insight: understanding not just who buys, but where and why they discover, compare and repeat.
- Differentiated products: a clear reason to choose the brand, beyond price.
- Omnichannel distribution: consistent presence across modern trade, general trade, e-commerce and quick commerce.
- Consistent execution: the unglamorous discipline of range, pricing, visibility and service levels, market by market.
Our operating legacy
At Unicorn Next, FMCG is part of our operating legacy, built through leadership roles at companies such as ITC, Danone and Pidilite: brand building, distribution, category creation and commercial scale. Through ScaleX, we help consumer brands move from demand to durable growth.
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This article expands on a post first shared by Sunil Khosla on LinkedIn. Follow Unicorn Next on LinkedIn for regular perspectives.