Will Small FMCG Brands With New-Age Innovations Succeed?

A host of small FMCG brands are set to challenge the biggies with new-age innovations. Will they succeed?

- Ajita Shashidhar

There isn’t a single day when fashion designing student Alina Mehta does not coordinate her outfit with matching nail paint. The 18-year-old has a collection of over 100 nail paints, including Lakme, L’Oréal and Maybelline, besides many unheard-off online brands. One of her favourites is Stay Quirky, which offers her over 500 shades to choose from. “They have shades such as fluorescent orange and paints with glitters that none of the big brands offer,” says Mehta, displaying her freshly painted fluorescent orange nails, which perfectly matches her bright orange outfit.

Mehta’s best riend Anaya Raj, not just buys nail paints but shops for her entire beauty needs online. Her favourite skincare brand is neither Garnier nor Olay, but online brand Plum Goodness. Raj, who has recently bought a four-in-one face care set of Plum Goodness, which consists of an aloe vera face wash and moisturiser, grape seed night cream and face mask, says that they are perfect for her dry and sensitive skin. Her favourite hair care brand, again, is neither Pantene or Sunsilk, but Hair For Sure, which, she claims, is an effective solution for hair fall.