A DECADE AND A HALF OF FMCG
Fifteen years ago, the world was a different place. Internet was still a luxury only a select few could afford. The first iPhone was still a concept and no one knew what a smartphone meant. Facebook, Amazon and Alphabet the most successful businesses of the last decade were all taking tiny steps in the business world. India from being a growing economy became one of the strongest economies in the world. The FMCG industry during this time underwent some overt changes, like the emergence of natural products and brands. The unorganized sector shrunk from nearly 6 million tons to 4.7 million tons. And Liquid based products like Conditioners, Fabric Softeners, Hand Wash, Dish Washing Liquids showed tremendous growth. In the end, FMCG grew 67% during this time to jump from 34 million tons to 57 million tons. Value more than doubled and the average annual spend on FMCG increased from Rs. 5,500 to Rs. 8,800 approximately. However, underlying this larger theme are some unique geographical and behavioural stories which will be a focus of this short section. We have identified 4 such stories.