FMCG firms enter new segments to chase growth

Godrej Consumer Products is test marketing its liquid detergent under the brand name 'Fab' in South India.

- SHARLEEN D'SOUZA

While this is not the company's first move in detergents, the launch is expected to give it a bigger play in the category, especially with a competitive price point of ₹99 a litre. The company already has Godrej Ezee for winter wear wash.

Some other fast moving consumer goods (FMCG) companies are also entering new categories which are allied to their current businesses.

Companies are chasing low-penetrated categories which offer high growth both in terms of revenue and margins, according to analysts.

For instance, Parle Products, known as a biscuits manufacturer, has re-entered the wheat flour (atta) market.