Underlines Shift To Branded Products

MUMBAI: In a remarkable display of marketing prowess and strategic product placement, several Indian consumer goods brands have joined the prestigious Rs 1,000 crore plus club. Reliance’s Campa and Independence have reportedly touched Rs 1,000 crore in annual sales, with projections to cross this mark by March end. Meanwhile, Coca-Cola’s Maaza now boasts sales exceeding Rs 8,000 crore.

This trend is not new but signifies a continuous growth in the share of such brands, highlighting a significant consumer shift from unbranded to branded consumption. HUL, ITC, and Dabur are among the companies with multiple brands surpassing the Rs 1,000 crore sales mark.

Localization and Customization: The Key to Success

Building a vast distribution network is crucial, but brands have also focused on localizing and customizing products to meet specific tastes and needs. ITC’s strategy, for example, involves identifying consumer gaps and leveraging these opportunities to expand market share. Hemant Malik, CEO of ITC, shared insights on how the company has introduced products like Bingo! snacks and Yippee! noodles to address specific consumer needs.

Looking Ahead

As the market evolves, companies like Dabur are focusing on young India, aiming to increase the relevance of time-tested products through new-age formats and aspirational packaging. The repackaging exercise is aimed at tapping into this younger user base, ensuring the brand's continued growth and relevance in the coming decades.