Small brands score big as FMCG giants pad up to take them on

Challenger brands are able to price their products below the generally accepted price points

- VIVEAT SUSAN PINTO

SMALL CONSUMER BRANDS continue to grow faster than their larger peers in India's fast-moving consumer goods (FMCG) market.

Aided by strong rural demand and easing inflation, small FMCG companies, with an annual turnover of under ₹100 crore, reported their highest value and volume growth forthe July-September period at 20.4% and 12.5% each, according to NielsenIQ. That’s the best in five quarters.

Mid-sized FMCG players, with a turnover of between ~100-1,000 crore too have reported strong double-digit value growth for four straight quarters, with volume growth between 6.8% and 9.7% during the period.