A Promise for Every Business

Every individual is a customer of many products. Fastmoving Consumer Goods (FMCG) cannot grow in a country with a stagnant population

- Saiikumar

Business cannot grow when people become penniless. Companies that can read people's minds and how to satisfy them succeed. They build a firm position even when one segment slows down if the market is hugely populous. Companies like ITC target all classes of people with a footprint in a vastly diversified market. Ultimately, its focus on reaching more people with new products helps it resist fatigue. The digital business calculates growth potential based on how many people hit the internet. The size of the population plays a pivotal role in the success of every business.

Until the mid-90s, the European economic superpowers, the US and Asian giants, did not give any attention to India, then the second most populous nation and a country on the list of poor nations. The second largest population, after China, wasn’t India’s attraction then. The scope of growth in per capita consumption of everything did not attract anyone. No analyst could foresee India as an emerging economy on its strength of population and demographic advantage. Yet, by that time two multinational majors like Procter and Gamble and Unilever India (then named Hindustan Lever) could build their world’s largest customer base, silently celebrating India’s population growth.