How is schemes calculated in FMCG industry

How is schemes calculated in FMCG industry

The market of FMCG works in a very productive manner and the schemes based on this industry vary from brand to brand (of a company). The schemes often change on a monthly basis or as required. Before exploring the scheme calculation aspect we must know that there are typically two methods by which pricing of products is done within a company and those are Mark-Up and Mark-Down. 

If you need to understand how schemes are calculated in FMCG, you need to understand mark-up and mark-down margin. On that basis, using either of the methods, the schemes, margins, etc. are calculated for its trade. 

Before exploring further, let us understand the differences and calculation strategies of markup and markdown

To simplify, here is an example-

If you buy a pen for Rupees 5/- and sell for Rupees 7/- then you earn Rupees 2/-

That ₹2 is your profit or margin and if you want to know what percentage of profit you make, then the calculations are as follows-

Markup calculation: If you divide ₹2 on purchasing cost ₹8, you earned a 25% margin.  

Mark Down Calculation: If you divide ₹2 on selling cost ₹10, you earned a 20% profit margin. 

Although basically, the absolute profit amount is ₹2 there are two ways to arrive at the profit percentage.

Suppose you have a product for ₹50 and there is any scheme of 10% then the effective cost of the product is 50 – (50*10%) = 40

The only difference between the two is the reference which they use; Mark-Up would use cost price as the reference and Mark-Down would use Selling Price as the reference.

By this example, the significance of markup is very simple and it is that the amount of mark-up allowed the retailer to decide the earning he gets from selling each unit of the product.

The higher the markup is, the greater the price to the consumer, and the greater the money the retailer makes. In case of FMCG products, usually, the MRP is low and the retailer is allowed a lower mark-up scheme structure, it may be between 5% and 8%. However, low margins determine that a retailer makes less money on every unit. But typically, the number of units sold is very high in quantity in FMCG. So largely, the amount of money made gets flattened. 

Trade Schemes:

Trade schemes in the market are used to increase sales, time and again. Trade Schemes are designed for implementing trade i.e. retailing purpose/Whole-Sale business and the distributor is expected to act by them and extend the business or sale to the trade. The company’s sales force is supposed to use it in the right spirit to ensure market hygiene.

Trade schemes can be utilized in terms of the number of discounts on the bill or in terms of the number of goods that may be inviting for the retailer/distributor. As an example company can offer a free washing machine on the purchase of a specific value of goods, or a free of cost holiday package on accomplishing the target that is provided.

The trading scheme is an additional financial benefit that is provided to the trade partners. This bonus margin is typically designed around a few days to a year. 

A few forms of a trading scheme are as follow:

  • Free items – Giving products without an extra cost spent on the same bill.
  • Progressive discount – A large amount of deduction for a large number of purchases that encourages partners to sell larger volumes of products.
  • Flat discount – Reduction in buying cost leading to higher profit per sale.
  • Lucky draw – A few lucky retailers take the chance of earning big rewards
  • Slab based rewards – This is similar to progressive discount but in this scheme, rewards are provided instead of a discount.

Trade schemes are of two types:

  1. Quantity purchase scheme (QPS) – This scheme works in a manner where consumers get attracted by discounts offered on buying a definite quantity of products as mentioned. 

Buy A, get B free. In this case, a salesman in the market will tell the retailer that e.g. on the purchase of 12 packs, he will get 1 pack free. The scheme calculation will be 1/ (12+1) and thus it will give a markdown calculation. 

Though there can be Mark-up calculation which can work for accounting purposes it’s taken as markdown.


  • 24 pieces – 2% discount
  • 48 pieces – 4% discount
  • 72 pieces – 6% discount
  • 144 pieces – 8% discount

2. Value Purchase Schemes (VPS) – Much like QPS, this way of scheme calculation is based on a predefined value. Here also consumers are attracted based on the “discount with minimum purchase” scheme, only the minimum amount is based on the value of products whereas, in the case of QPS, the minimum amount is based on the number of products. By this, the consumer can get a discount on spending a minimum particular amount.  

  • Purchase of 4,000 – 2% discount
  • Purchase of 6,000– 4% discount
  • Purchase of 8,000 – 6% discount
  • Purchase of 10,000 – 8% discount

However, the Trade schemes are further calculated depending on who they are offered to:

Primary Schemes: These are the schemes that are deducted during invoice generation  to the distributor from the company’s end. This scheme gives the distributor an additional margin.

Secondary Schemes: In the case of this scheme, the distributor is supposed to initially extend the trade scheme as per declared by the company to the market and then get it reimbursed from the company. Today, FMCG companies spend up to 15% of their revenues in trade promotions. Their distributors earn a large portion of their margins from these deals. The distributor gives the said stock to retailers at a discounted price. Though distributor margins go down temporarily, he can claim these discounts from the company. 

Distributor Retailer Margin Calculation

How to determine the distributor margin or retailer margin? 

First step:

Initially, it is necessary to calculate and notice what margin is available and which part of the margin should go to the distributor. 

The method begins with calculating the cost of your products. Make sure you are aware about the units in which you sell your products. 

After that, it is time for building an MSRP (Manufacturer Suggested Retail Price). You must shape your MSRP while considering the profit earned through all your sales channels and the competition over other products in the market. 

Distributors and retailers generally get discounts on the MSRP in exchange for making it easy to sell your products on behalf of you. 

Distributors typically grab huge amounts of discounts due to the bulk order, and the number of retailers ordering from them. Except for notifications of new promotions and progression on product pricing, they do not need additional support. 

Hidden costs need to be estimated. These are the costs that may involve the damages or loss of products that could occur during shipments. This can be avoided with the application of quality containers which would again require extra cost. These costs need to be included while calculating unit sales to adjust the margins.

 Distributors and Retailers would ask for samples, in fact as many as possible. Reasonable margins for the distributors must be calculated after ensuring all of these costs.

The second step

In this step, it is necessary to divide the margins among the distribution chain, e.g. between the brand or company, the distributor, and the retailer. It should be remembered that each party has to do their share of work and take risks. Generally, the probability of making a profit out of a product is lower for the distributor than for the retailer but distributors have more sales because of the bulk orders that they deal with. 

Let us look at some of the FMCG products that deal with different trade schemes-

1. Biscuits: The trade schemes for this product works in the form of a discount if they clear the bill on time. This is called CD – Cash Discount. Normally companies give 1% CD. But it’s very necessary to know that it’s more of a consumer pull category. Trade push doesn’t work for this product.

2. Atta: QPS structure strictly works here. This will have different slabs (pieces of product packaging depending on weightage) and will have a higher incentive for higher slabs. Eg. On buy of 10Kg of Atta for 2 months, a 5 % additional discount will be given. For 10 tonnes of Atta, there will be a 5% discount and a washing machine as well, etc.

2. Salt: this product comes more in the wholesale driven category, where pricing is a crucial aspect. Only by deducting 30 paise on a Kg of Salt, the companies can boost their sales.

4. Soft Drinks: Quantity Purchase Scheme works here as well.

However, there is not one strategy or technique for scheming that fits all in the field of FMCG. Using an innovative scheming structure helps to uncover hidden margins for both your distributors and retailers and also your own company. The scheme should not become too complicated for your channel partners, so care must be taken to ensure it is simple enough for every party to understand 

One can plan for some innovative ideas, which will lure the retail trade and increase participation. The ideas may vary on the product to product basis whether regular food supplies or dairy products etc. Hopefully, this article clarifies any FMCG scheming calculation doubts and it may further help you to design an innovative FMCG scheme.

If you are interested in other FMCG articles and knowledge materials, then you can visit our blog to read more insightful articles.

sales target

4 solid reasons for your failure to achieve sales target

Hate it or love it; sales target is unavoidable for everyone. However helps to survive everyone irrespective of the professions from peon to chairman of the company, but the bitter truth is not everyone wants to become a salesperson. Most of us hate this career.

The reason is simple, it is the most challenging profession where you have to fulfill the target at every moment, and once fail to achieve means you are out of business, and most of the people don’t want to become the part of such challenging job where every day is uncertain.

The undeniable fact is, it’s like blood without which survival is impossible, however, the unbearable pressure comes due to some reasons which can be solved if taken care.

It’s not new as a salesperson to read countless books, learn new stuff and trying it after seeing it successful for others but the problem is even after ample amount of knowledge usually, we forget simple things that we know already and it always comes in mind after an unsuccessful deal.

People fail in sales because of some basic issues they are not addressing. Here are some reasons.



One of the worst (say best) disaster companies are doing including some big MNCs and they tend to forget that the customers are also human who can catch the lies.

The rule is simple- promise what you offer not what you can and if you can’t do it then don’t say it.

Never assume that customers are fools- they are smarter beyond your imagination and can easily spot your lies that will ultimately backfire.  When you are saying something false the body language behaves different, and that can be known even on a telephonic call.

The best way is to become truthful regarding the products/services and tell them why they need. If everything is fine, then they will come for sure.


You are talking too much


 We understand that you want to endorse the product and that need a brief explanation but seriously think twice, and put yourself in the customer shoes; do you have the same tolerance level?

You may have the ability to listen from a salesperson for hours, but not all have; in fact, 99% people and they are too big that you can’t miss them. Even a customer who decides to buy can change the mind because of your too much talking.

Sometimes the salesperson gives so many options that make the customers confuse which eventually becomes a turn-off.

You can’t force them to buy something unless they want and talking too much will cause sales disaster.


Putting yourself as primary


No one is interested what you and your company is doing, and maybe customers will want to know but after they decide to buy but you are doing exactly opposite, that will do nothing except reducing one more sale.

There is no use to give details about yourself unless you are coming for an interview and put in mind that prospects are interested in products for which you should be thankful to them.

It is better to tell what you are selling and what features your products/services offer and this should be short with details.

The less you talk, the less they will want to know more.

Remember, here the center point is the product that should get attention. Nothing matters apart from this.


Leaving after first rejection


We know most of the people say NO from the beginning but that doesn’t mean they are not interested.

In fact, there are a lot of chances of making them customers if your selling strategy is perfect.

You can take it as a test where some people want to know your willingness to sell, and if you give up just after first rejection, then it shows that you are not serious that will raise the question about your support after the purchase. 

How to achieve sales target

how to achieve sales target

The COVID-19 destroyed the entire market; however, the FMCG Industry is still picking up even after the global lockdown. 

If you are in FMCG Sales Career, there is a hope of achieveing sales targets. 

No, we are not saying through our prediction. FMCG sales were not as bad as other sectors where we saw many bankruptcies beyond imagination. 

Does that mean the game is over? 

The answer is no. It creates a new chapter in the FMCG sector, and salespeople will become more advanced in achieving sales targets.  

Before you dream about becoming a millionaire, let me tell you that the sales target is not easy, no matter what. 

The best example is Amul. Even though it achieves 17% growth, it still faced hard times during the pandemic to sell its products as restaurants, and tea stalls were closed.

These are natural disasters, but the point of saying this because sometimes, it’s challenging to sell the essential goods to customers during the emergency. 

Here is what you should do to achieve your sales target 

Observe your sales

It’s always essential to have an observation over your sales because this is where you can understand your customers. 

Create metrics to measure the sales target that includes leads, converted customers, reviews, etc. 

Have a close eye on your sales pipeline

It’s no brainer to check the sales pipeline occasionally though many of us do. 

The thumbs up rule is to monitor the sales pipeline every day even though it’s low. 

Observing pipelines will help you to know where you should focus on achieving the sales target. 

Remove unnecessary process

In sales, you always have processes to achieve the target, and sometimes, many unnecessary procedures take more time, resulting in losing the sales. 

The best way is to stay out of the bureaucratic style and follow up in the real sense.  

Follow up frequently, and this is where you will identify the real leads. 

Ask for referrals 

Though this is not new, however, most salespeople ignore this strategy, which is helpful. 

You can offer some discounts for referrals that will help you to close more deals. 

Create your network

The best way to achieve more sales target is to connect with people who can help you bring more leads. 

Identify people through social connections, social media, and make a list to connect with them. 

The best way is to check LinkedIn profiles to find people who could become potential customers. 

The objective is to create your network through personal and professional connections. 

Sales are not about some trick, manipulation; it’s about helping the customer.

Once they believe that your products/services are solving their problems, you don’t need to give any explanation why should they buy.

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Is it worthwhile to take up a job in FMCG after completing MBA?

When we talk about getting a job or applying for one, we must first have a clear idea of all the what, why and hows.

So we will begin with the most basic part: What is FMCG all about?

Firstly, we need to know what FMCG actually means. These are packaged goods that have a lower shelf life, like processed foods, soft drinks, toiletries etc.

Fast Moving Consumer Goods (FMCG) as is popularly known, is one of the fastest growing sectors of Indian economy.

Fast-moving consumer goods (FMCG) sector is the 4th largest sector in the Indian economy with Household and Personal Care accounting for 50 per cent of FMCG sales in India.

Growing awareness, easier access and changing lifestyles have been the key growth drivers for the sector.

The urban segment (accounts for a revenue share of around 55 per cent) is the largest contributor to the overall revenue generated by the FMCG sector in India.

Some of the biggest names in the FMCG sector in Indian market include Hindustan Unilever, Dabur, GSK, Britannia, Amul, ITC etc. owever, in the last few years, the FMCG market has grown at a faster pace in rural India compared with urban India.

Semi-urban and rural segments are growing at a rapid pace and FMCG products account for 50 per cent of total rural spending.

Market Size

The Retail market in India is estimated to reach US$ 1.1 trillion by 2020 from US$ 840 billion in 2017, with modern trade expected to grow at 20 per cent – 25 per cent per annum, which is likely to boost revenues of FMCG companies.

Revenues of FMCG sector reached Rs 3.4 lakh crore (US$ 52.75 billion) in FY18 and are estimated to reach US$ 103.7 billion in 2020.

The sector witnessed growth of 16.5 per cent in value terms between July-September 2018; supported by moderate inflation, increase in private consumption and rural income.

Rural consumption has increased, led by a combination of increasing incomes and higher aspiration levels; there is an increased demand for branded products in rural India.

The rural FMCG market in India is expected to grow to US$ 220 billion by 2025 from US$ 23.6 billion in FY18. In FY18, FMCG’s rural segment contributed an estimated 10 per cent of the total income and it is forecasted to contribute 15-16 per cent in FY 19.

FMCG sector is forecasted to grow at 12-13 per cent between April–June 2019.

On the other hand, with the share of unorganised market in the FMCG sector falling, the organised sector growth is expected to rise with increased level of brand consciousness, also augmented by the growth in modern retail.

Another major factor propelling the demand for food services in India is the growing youth population, primarily in the country’s urban regions.

India has a large base of young consumers who form the majority of the workforce and, due to time constraints, barely get time for cooking.

Online portals are expected to play a key role for companies trying to enter the hinterlands.

The Internet has contributed in a big way, facilitating a cheaper and more convenient means to increase a company’s reach.

It is estimated that 40 per cent of all FMCG consumption in India will be online by 2020.

The online FMCG market is forecasted to reach US$ 45 billion in 2020 from US$ 20 billion in 2017.

                Pic courtesy-

Scope of MBA graduates in FMCG sector

Now, the question arises, is it worthwhile for an MBA student to join FMCG sector.

To understand this we need to realize the requirements of this sector and check if it is in sync with the knowledge of an MBA guy.

As FMCG involves goods with a limited shelf life, a proper supply chain management needs to be maintained.

Supply chain managers need to take care of the fact that the right products reach the right stores.

Even though it sounds easy, but for bigger companies which produce products in millions supply chain management requires proper planning and strategizing.

The most important aspect of FMCG sector is the marketing and sales of the product. Marketing involves the creation of a positive image about the product among consumers, taking responses from the market and planning to improve the product.

Sales, on the other hand, require expertise in convincing buyers on buying their products. So marketing and sales have a direct impact on the revenue generated by an FMCG company.

Last but not the least comes the finance section where analysts project the growth of the company in terms of revenues and certain other factors and it also involves cost accounting.

Thus we see that, for an FMCG company to run successfully, achieving finesse in the finished goods is not the only criterion.

The expertise required to run these companies can be provided by management graduates only.

FMCG companies need to create a brand name for themselves out of their products.

Creation of a brand name requires proper leadership and managerial skills of the competent individuals passing out of the illustrious B-schools.

The various profiles offered by FMCG companies in Bschool campuses are area sales manager, sales manager, zonal manager, brand manager, communications manager etc.

FMCG sector looks for candidates who have good people management skills and those who can talk to people on a day to day basis.

They look for very dynamic personality who can hustle. In the initial days of being a management trainee, bschool graduates are made to travel all across the country in different markets so that they get to understand the markets well.

So they need candidates who love travelling, meeting new people and who can learn on the job, especially if you are joining an FMCG company in a sales and marketing role or operations role.

If an MBA graduate wants to join the company in a finance role, expert knowledge in finance is required.

Candidates have professional finance degrees like CFA, CA etc. are preferred with an MBA.

For eg. An MBA graduate with a CA degree will be the ideal candidate for an FMCG finance role.

FMCG offers a challenging work environment for MBA graduates to work in be it in a marketing and sales role or operations or finance.

Most of the marketing concepts or operations concepts that are taught in a B-school can be applied in the real FMCG world.

We can say that B-schools draw a lot of their curriculum from FMCG business world.

Pic courtesy-

Be it supply chain management, retail management, marketing, sales, or finance it is imperative that a person with good managerial skills and knowledge is needed.

This is the reason the conglomerates are offering quite high salaries and impressive job profiles to the MBA guys.

A large number of MBA students are showing interest in joining this sector because of its huge potential.

With quite a high amount of disposable income among the middle-class, FMCG sector is bound to be on the rise.

The growth rate in consuming products have been higher in rural areas than in urban, as a result, it is clear that the market base for FMCG has broadened.

As these companies gear up to expand their market, more job opportunities open up for MBA students and it has a bright future ahead.

So is it worthwhile to take a job in FMCG sector after MBA? Yes definitely. It is a perfect match.

The salaries, responsibilities and the learning one gets in an FMCG company is coherent with what is expected from an MBA graduate.

The FMCG industry has emerged as the highest paying industry in India with an average annual cost to company (CTC) of Rs 11.3 lakh across all levels.

The career growth rate is also higher in this industry compared to other industries like IT or telecom etc.

Ability to switch roles and companies are also higher as FMCG employees generally work in cross functional roles and there is always a demand for such personals.

If you are interested in a position in an FMCG company in which the criteria is an MBA, check out the jobs offered in this by searching for FMCG jobs in the search bar.

If you liked the article, let us know in the comment section and you can call us at our 24/7 helpline number if you have any queries regarding career, career roles , which FMCG company to choose etc.

If you want to know the roles and responsibilities of an area sales manager in an FMCG company, then read the article here.

household products

20 Popular Household Products In India That Every Household Needs

Home is a happy place, we try to make the happy place a comfortable one by procuring the household products that we need. Every household is different and their needs are different. But there are some household items that every household needs. 

If you start thinking about the different categories of household products, there are numerous. Here is the list.

  •  Household products
  •  Oral Care Products
  •  Skin Care Products
  • Hair Care Products
  • Cosmetics
  • Health-Related Products
  • Dairy Products
  • Bakery Products
  • Paper Products
  • Confectionary
  • Stationery Products
  • Packed Foods
  • Beverages
  • Natural Products

Fast Moving Consumer Goods, abbreviated as FMCG and also known as the Consumer goods are the products that are sold quickly and have a very short shelf life. FMCG Sector is the 4th largest sector in the Indian economy. It provides employment to around 3 million people that accounts to around 5 percent of the total people employed in the factories in the country.

It will be no wonder that there will be a tough competition in the FMCG industry as it sells the most on-demand products. Life doesn’t move forward without these products. So, here we are providing you with the top 20 household items without which an Indian household cannot run.

20 Popular Household Products For Our Day-to-day Life

1.  Toilet Cleaners

Harpic and Domex are two major brands that are ruling the category of toilet cleaners in India. You can even say that the word, “toilet cleaner” is replaced by these brands. 

Staying hygiene and keeping the toilet clean is the basic ritual of every Indian household and that ritual makes these toilet cleaners the most needed household products for an Indian household.

2.   Floor Cleaners

lizol toilet cleaner

Cleaning the house and keeping it clean each and every day is a must, especially during the COVID times where hygiene plays the most important role. Lizol is one of the highly popular floor cleaning brands that keeps your floor fresh and clean. Harpic and Mr. Muscle are the other well-known brands that produce floor cleaners.

3.   Dish Washing Soaps/Liquids

You may have a maid or may not, but the dishwashing soap or powder in every household is a must. Every household buys these products irrespective of the season, region, and economic status. But the products they buy may differ according to their choices and needs. Vim, Pril are the brands that are into both soaps and liquids for dishwashing. Exo is another popular brand that produces dish wash soap bars.

4.   Fabric Wash Soaps/Powders

Fabric washes come under two different categories for the convenience of the customers. Soaps are something that the Indian users are very much used to. Some of the popular brands that produce the fabric wash soaps and powders include Rin, Wheel, Nirma, etc.

5.  Laundry Wash Liquids

laundry wash liquid surf excel

Washing machines have revolutionized the way people wash their clothes. With the entry of washing machines, the FMCGs have got a chance to market fabric wash liquids for the washing machines. Some popular companies that are into the laundry wash liquids are Tide, Surf Excel, Ariel, etc.

6.   Insect Repellents

Cockroaches and rats are the most common problem for any Indian household. To curb this problem, there are a range of products available in the market. HIT is one of the highly known brands that produce two different products in this category. One is for cockroaches and the other is for rats. Other brands, like Mortein, also produce similar products.

7.   Room Fragrances

A pleasant place is a place with a pleasant fragrance. There is a range of products that come under this category. One can use incense sticks, room fresheners, room fragrance sachets as per their convenience. Odonil, Airwick, Ambipur, Godrej Aer spray are some of the brands popular for these products.

8.   Car Fragrances

godrej aer car freshener

This category of products is also popular. In fact, it has become popular in recent times. These car fragrances are available in various forms, sachets, and gels. Odonil, Godrej Aer are the popular brands for these car fragrances.

9.   Mosquito Repellents

Mosquito bites aren’t just bites. They may cause deadly diseases such as Malaria and Chikungunya. So, it is vital to stay away from these dangerous mosquitoes, which has created a demand for this category. All out, Good Knight are the popular ones. Mortein also produces mosquito killers.

10.               Fabric Whitener

White clothes have a separate heart in everyone’s heart. This one thing opened up opportunities for the fabric whitener product category. Fabric whitener is used for white clothes that we usually wash separately and not along with the other coloured clothes. All the popular fabric wash brands produce this product as well. Some among them are Rin, Ariel

11.               Body Soaps

If you bath every day, you need soap every day. That is why this category comes in the list of daily use products. Lux, Cinthol, Santoor, Dove, Himalaya, Rexona, Medimix are some of the popular FMCG companies in India that produce these body soaps.

12.               Toothpastes


The first thing each one of us do every morning is cleaning our teeth.  For that, most of us use toothpaste. While there are numerous toothpaste manufacturers, some of the very popular and most sought-after toothpastes are  Colgate, Pepsodent, Close Up, Meswak, Vicco, and Dabur Meswak.  

13.               Mouthwash Liquid

Cleaning the teeth every day in the morning is the ritual that every one of us follow. Most of us also have a mouthwash liquid bottle at home. We use it in case we sense a bad breath. Listerine mouthwash by  Johnson and Johnson is the most popular product in this category. There are also other options from various companies like Colgate, Oral B, Sensodyne, Himalaya, etc.

14.               Body Fragrances

Many brands like Fogg, Nivea, Park Avenue, Godrej Cinthol came up with body fragrance products both for men and women. This product category has a wide market as it is human nature of wanting to smell good.

15.               Tissue Papers

Can you believe me if we say, tissue papers are the most on-demand products that were used to stock out in the USA during the fearful Corona beginning days. These are the one of the most on-demand household products in India as well. Origami, Cottonelle are some of the familiar brands that sell tissue rolls.

16.               Diapers

pampers baby diapers

Most of the households with babies and toddlers need diapers. Parents these days feel this product is a bliss for them. Diaper brands for children include Pampers, Huggies, Mamy Poko Pants, Libero.

17.               Sanitary Napkins

Sanitary napkins are a must, we must say. With increased awareness among the Indians about menstrual hygiene, the demand for sanitary napkins has also increased. Stayfree, Whisper, Sofy are well-known brands in this category.

18.               Sanitisers

dettol hand sanitizer

The present situations are boosting the demand for sanitisers. The tough Corona times made these sanitisers listed in the daily use products. Dettol, Lifebuoy, Himalaya, Savlon are among the very popular companies that produce sanitizers.

19.               Hair Oils

Indians fancy having long hair. Be it men or women, hair oils are a must-have household product. Parachute, Dabur Vatika can be listed in the popular FMCG companies that produce these household products that have a huge market base.

20.               Hair Shampoos

Head & Shoulders, Chik, Dove, Meera, Clinic Plus, Pantene, Sunsilk, and the list goes on. There is a high demand for hair shampoos in the Indian market like it is for all the above-mentioned household products category.

university degree

Does University degree really matter in India?

Indian society believes mostly in the factory model of education as the education system is still now following the same process and learning methods for educating the Indian youths.

But today the education is being based more on technology and modern learning.

The more India is getting developed and literally educated the more they are finding scopes regardless of any degree.

India is today surrounded by many successful entrepreneurs those who are mere college dropouts.

To give an example, Ritesh Agarwal, the owner of OYO Rooms is the name that is trending right now in India.

He has recently won Economic Times Startup of The Year. While role models can give you an idea about successful people with no college degree, it is better to say that in this generation the success in any job is more based on skills and performance than degrees.

Where not everyone is supposed to be an entrepreneur or has the idea and possibility of taking the risk of opening startups, there are now good-pay jobs for apprentices without any college degree.

No more depended on classroom learning

While advanced technology has given the whole world to be open to every possible opportunity to learn and perform Indians are not hesitant of approaching the method of e-learning.

There are many students, nowadays, those who, in spite of having university degrees, are approaching for short-term online courses and getting certified for the knowledge.

This way many of the curious minds those who do not find comfort in classroom learning or cannot face unnecessary competition, can easily learn about the same things in a different method and approach.

A number of people are already taking it as one of the most unconventional yet fruitful ways of gaining knowledge in certain subjects.

Also, the reason for e-learning programmes being popular in India is because one can choose the subjects that they are really interested to learn for future performances and not those that are not necessary.

India follows the trend

In the era of smartphones, Indian youngsters today are more technology-addicted than ever where even second standard students are getting acquainted with the latest technology developments.

Gone are the days when education used to be preferred as the major factor for being eligible for a good job.

A basic education is essential for understanding and gaining problem-solving knowledge that helps in handling real-life events.

Also, the recruiters in this generation seem to favour those who have practical experiences and skills to handle the job responsibilities, over those who have higher educational degrees.

Job criteria today

People and their mindsets have changed regarding career and education. Now individuals are being recognized for their talents in the organisations and not for how long they have studied and how they have scored in schools and colleges.

There are quite a number of job roles that require a proper degree certificate for being qualified but also there are jobs that need no such degrees and people can get trained and do well in future.

Hence job criteria today include abilities like working hard, good communication (because it’s a must), relevant professional qualities while educational qualification is not given any huge preference.

However, this article does not inspire youths not to go to a University after high school. It does not necessarily mean that no one needs a university degree anymore in India, but it means that one doesn?t need to know everything to be an expert at his/her choice of subject and profession and that one can earn money even without a university degree.

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Fast-Moving Consumer Goods Industry – An In-depth Study

Daymond Garfield John, American businessman, CEO of FUBU and an investor in the Shark Tank – an American reality TV series, says “I consider each investment based on the concept and revenue.” While there are numerous business concepts investors can be interested in, there is one particular business concept investors can’t let go – Fast-Moving Consumer Goods Industry Business concept. But what exactly is the whole concept of FMCG Business? We shall discuss it in this article. 

What is FMCG?

Fast-moving Consumer Goods (FMCG), in spite of being regularly used, doesn’t have a standard definition. While in India, FMCG term is used for the products of everyday use, conceptually the term refers to goods that are relatively fast-moving and are directly used by the consumer. In other words, FMCG are the essential products which have a quick turnover, yet relatively low cost. These products range from toiletries, soap, cosmetics, shaving products, to non-durables such as glassware, bulb, batteries, etc. Fast-moving Consumer Goods may also include pharmaceuticals, consumer electronics, etc. Read our article what is FMCG and some practical examples to know in detail about FMCG. 

Typical characteristics of FMCG are as follows:

  • Individual FMCG is of small value although when considered all the FMCG products a consumer uses in a month takes a significant part of the consumer’s budget.
  • Consumer purchase decisions happen quickly. 
  • Consumers purchase these goods frequently because most of these products are perishable. 
  • Brand switching or trying a new product is very common among consumers. 
  • FMCG caters to the necessities, wants, comforts, and luxuries of its customers. 

Read here to know about other essential qualities of FMCG

But what is the concept behind any FMCG industry? Let us dig in!

Elements of FMCG Industry concepts

According to Research And Markets, the global FMCG market size was valued at $10,020.0 billion in 2017 and is projected to reach $ 15,361.8 billion by 2025. The reason behind such exponential growth of this industry sector is the uniqueness of every feature that comprehensively forms the FMCG business concept. Here are the details to help you understand. 

FMCG Product Life: 

As the name itself suggests and explained in its definition, the Fast-Moving Consumer Goods are the products with low shelf life, either because it is perishable or because it is in high demand. This affects the turnaround time of the consumers. 

Low-Profit Margin: 

One of the important aspects of the FMCG business concept is the companies sell the products with low-profit margin but they are sold in large quantities. Hence the cumulative profit on bulk selling of such products can be substantial. In other words, FMCG business is a high volume business while generating low margin profit from individual products. 

Purchase Trends:

One of the critical factors that influence the turnaround in the FMCG sector is the purchase cycle. However, it is highly likely that the purchase cycle for any individual product can vary across different population segments. While low-income households prefer to purchase certain products frequently, households with high-income buy the same products in bulk and save it. 

Nature of Competition:

A few years ago, the competition between the companies and its access to the market was measured by their productive capacity and the characteristics of the produced goods. However, things have quite changed now. The element that influences the competition among the companies is the firm’s ability to establish connection between their business idea with customers’ needs, desires and values. 

Target Market Sector: 

FMCGs are in high demand and extremely important for the market. This is primarily due to the fact that FMCGs are essential products for the consumers and there is a constant need for supply. Hence, the target sector of the market for FMCG is mostly the retail sector and the wholesale sector. 

Design and Manufacturing:

Most of the FMCG product manufacturing requires relatively minor investments in planning, machinery, and other fixed assets. Basic technologies involved in the manufacturing of the fast-moving goods are robust and easily available. The technology has been fairly stable with modifications rarely changing the basic process. Even third-party manufacturing is fairly common in FMCGs. 


One of the elements that is prominent in the FMCG concept is packaging. The packaging often requires extra care. Most of the FMCGs need secondary and tertiary packaging to maximise the efficiency of the product. This kind of packaging is critical for product protection and effective shelf life. The proper packaging also provides information about the products. 


Although the initial capital investment for the manufacturing of FMCGs is low, the initial launch of any new products require large front-ended investment in market research, product development, test marketing and launch. Along with that, launch advertisements, free samples and product promotion can burn a hole in the investors’ pockets. 

While for a new brand, the launch costs can be as high as 50-100% of revenue in the first year, for established brands, it may vary between 5-12% depending on the categories. 


The distribution network in India for FMCG is huge. It contains around six million retail outlets. The understanding of this distribution model requires the understanding of the connection between the company and shopper. Distributor is the middle man who takes care of distribution through holding inventory, distributing the bulk orders, and servicing the trade. The most commonly implemented model across FMCG distribution channel is as follows: 


As mentioned before, the basic technology involved in the manufacturing of the products is fairly simple and easily available. And in India, FMCG companies enjoy exemption or lower rates of excise duty and other governmental charges. This makes the sector more competitive. However, the versatility of the market, poor infrastructure limits the entry of MNCs and national players to reach every nook and corner of the country. 

All the above components holistically form the FMCG business concept. While many of the industry sectors have the same components, what makes this business concept exclusive is the unprecedented characteristics of each components. 


which is the best fmcg in india

Top FMCG Companies In India; Which is the best FMCG in India

FMCG as we all might be aware abbreviates as Fast-moving consumer goods. It is one of the largest industries in the Indian marketing industry. It is the 4th largest industry in India. With so many FMCGs in competition, the question of which is the best FMCG company in India is pretty common. Even though the question may not be answered in particular, here are some of the top FMCG companies in India, take a look.

Top FMCG Companies in India


This is the brand that gave India its coffee, Nescafe. We all know that Nescafe became such a popular product that it almost is synonymous with coffee. If you are not aware of Maggi is also one of the most popular products from Nestle. The company came to India in 1959 and has a turnover of Rs. 10,000 crores, which is growing steadily.

This company produces many of the FMCG products that are popular among the users in India ranging from chocolates, coffee powders, green tea powders to ready to eat food products.

Parle Agro

It is a privately owned company that was established in the year 1984. Parle Products, Parle Agro, and Parle Bisleri are the three products that are operating under the brand Parle.

Frooti, Appy, Kachha Aam, and Hippo Chips are some of the popular products from this brand.

Britannia Industries

BIL is one of the oldest FMCG companies in India. It is a now part of the Wadia Group. We all the biscuit brands Britannia, Tiger are the company along with dairy products are most popular in India.

Hindustan Unilever Limited (HUL)

HUL is without any doubt one of the largest FMCG companies in India. It is established in the year 1933. Every household in India must be having atleast one or two of the products from this giant FMCG brand. Some highly popular products from the house of HUL include Close-Up, LUX, Lakme, Pureit, and Magnum among many others.

Procter and Gamble

You may not get it by that name, but if I say P&G, then you will get it immediately, right! Gillette, Ariel, Tide, Pampers, Vicks, Duracell, and many other such products are from this popular brand. Established in 1964, this brand is very conscious of the community and has undertaken several steps to add value to the brand.

Godrej Consumer Products Ltd

Godrej Consumer Products is a leading company in the emerging market industry in India. The company enjoys the patronage of 1.15 billion consumers globally, across different businesses. The products of this company range from home care, personal care, to hair care.

Cinthol, Shikakai soap, liquid detergent brands Ezee and shaving cream brands come under this brand.

Dabur India Ltd

It is one of the world’s largest Ayurvedic and Natural healthcare companies. Consumer Care Business, Foods Business, and International Business. Consumer Care Business covers interests in Health Care and Home & Personal Care are the different categories of products that the company produces and markets.

Patanjali Ayurveda

Established by Baba Ramdev and Acharya Balakrishna, Patanjali Ayurveda produces personal care and food products. In a very lesser time, it has grown so much and took a place among the top FMCG brands in India.

With these many companies in the market, the industry always have space for new startups and even companies with small investment have a scope to develop. That is the specialty of the FMCG industry.  

What is a CPG Company

What is a CPG Company

You heard about the FMCG industry a lot, but when we talk about a CPG company, you may not understand because, for most people who are not involved in this field, it’s a foreign word. 

In Asia, Europe, and Oceania, we talk a lot about FMCG, but not CPG. In reality, both are the same, and the term CPG is popular in the Americas.

You can find CPG companies everywhere and deal with most of them daily. 

Even though we can’t imagine a life without CPG, however, before a century, things were not like this. 

Initially, there was nothing like branding in this sector, and manufacturers of such unbranded products took the advantage of people ignorance. 

They started unfair practices, ignored basic hygiene that put consumers’ health at risk.

Companies like Procter & Gamble, Nike, Coca-Cola, and many more started the practice of good hygiene and branding which became a huge success.  

What Exactly Consumer Goods are

Consumer package goods mean the items that people are using daily that require regular replacement.

Example: Household products such as toothpaste, detergent, soap, food, clothes, beverage. 

They have short lifespans, and the purpose is to use it as quickly as possible. 

The packaging in CPGs is traditional where companies wrap the products in recognizable packets for customers to identify them without any problem. 

Horizontal integration in the CPG industry

The operation of the CPG industry operates in a straight forward way before the digital era.

Companies produce household products and customers purchased from retail stores. 

This is how companies like P&G and Patanjali grew significantly within a few years due to this scalable approach.

Just like the former, the latter also started producing products one by one and expanded their reach. 

There are other companies too that produce and sell different products that seem different, but the basic principle is the same; selling through an established channel.

The more they sell to the retailers, the better profit and brand name they will gain. 

But surprisingly, not all CPG companies follow the same path. 

Nike is also a CPG company, but it doesn’t sell its products everywhere. 

You will find its products in high-end and exclusive, or athletic stores. 

They even stopped selling on Amazon to make their direct-to-customer approach. 

Vertical integration of CPG companies

Vertical integration means companies sell their products directly to the customer through their exclusive stores or their websites.

However, this approach is not possible for all companies, no matter how big they are. 

It’s wired and impractical to imagine companies like Coca-Cola or Pepsi have their exclusive stores. 

Take an example of Patanjali that sells its products through the exclusive stores, but soon moved to retailers too.   

Even though Patanjali could operate in their stores, but that doesn’t help them more reach. 

The biggest problem is nobody has a monopoly in this industry, and even companies like Nike are yet to get any success.   

Current situation of CPG Industry in India

Even though there are lots of big brands, still the market is not competitive due to high market saturation, and less consumer loyalty.

Though the CPG industry makes a good profit, however, MNCs like Hindustan Unilever, Colgate, and Nestle are still facing tough competition from local biggies like Dabur, Godrej, Patanjali.

Even though they forced to change their marketing strategies after seeing the consumers’ inclination towards Ayurveda.     

CPG industry in India expected a 10% growth in 2020 that would be $110 billion despite having a weak quarterly growth, but due to the COVID-19, the growth rate affected. 

However, despite facing tough challenges like COVID-19, Lockdown, the CPG sector in India geared up for the new normal due to the consumer behavior shift.  

It’s one of those few sectors that can stand against all tough situations without any problem, and Covid-19 is the best example.  

Impact of Digital Era on the CPG sector

The bricks and mortar stores are the primary area for the operations, but the CPG industry is no longer limited to offline.

The rise of the online marketplace Amazon and social media made it easy for users to buy on a single click without moving out from their comfort zone. 

The growing startup culture of India created some promising startups in CPG like Big Basket, Grofers that transformed the buying experience to a whole new level. 

The market share was 0.2% before the pandemic, and investors expect a 1.2% market share by 2023 that is equivalent to $10.5 billion. 

However, it’s too early to predict this as none of the startups are profitable yet. 


There is no right answer for what is a CPG company as it based on various facts.

The digital era also changed the way of traditional models where tech startups are jumping into the CPG sectors.  

The basic rule is to understand them by seeing what they make and whom they sell through which medium. 

What are FMCG and Some Practical Examples

What are FMCG and Some Practical Examples

There is no such customary definition of the term FMCG (fast-moving consumer goods). It is popular and used regularly and its characteristic and usage usually help understand the term. Conceptually, however, the term refers to relatively fast-moving items- these products are quick to leave the shelves of a store or supermarket as consumers tend to use them frequently. The high demand and short shelf life of such products have given them the name “Fast-Moving”. They are also called consumer packaged goods for being affordable and sold quickly.

While people are aware of the term FMCG often the query regarding what are FMCG and some of its practical example go on in mind. To understand the term FMCG it is necessary to dig into the details of the FMCG market and the nature of the goods.

The FMCG industry has been competitive and in the contemporary market, it has grown completely to a new developmental stage. Earlier manufacturing companies used to compete concerning their productive capacity and the qualities of the produced goods. Mainly, the company’s productive activity was the most important criteria to estimate its ability to compete for accessing the market. Now the scenario has quite changed. In modern business, an FMCG company has to establish a connection with its dominating business–idea with the customer’s values. Nowadays, companies compete with its revision of the business logical patterns, reconsidering the sales policy, strategy of distribution and marketing.

The term Fast Moving Consumer Goods is fundamental to the contemporarily market structure. To comprehend the importance of this type of goods, it is important to define this term accurately. FMCG refers to the essential products which include a satisfactory expense inside a given market and are sold quickly. Items which have a speedy turnover and generally minimal cost are known as Fast Moving Consumer Goods (FMCG). These incorporate a wide scope of regular-basis bought consumer goods, for example, toiletries, cleanser, beauty care products, tooth cleaning items, shaving items and cleansers, just as different nondurables, for example, dishes, bulbs, batteries, paper items, and plastic merchandise. FMCG may likewise include pharmaceuticals like over-the-counter drugs, consumer electronics, packaged foods, sodas, tissue paper, and chocolate bars. All these products are sold in high volumes and also produced in high volume for its daily demand.

A subset of FMCGs is Fast Moving Consumer Electronics which incorporate creative electronic items, for example, digital cameras, cell phones, MP3 players, GPS Systems and Laptops. These are replaced more often than other electronic items. White products in FMCG relatively represent household electronic products, for example, Refrigerators, TVs, Music Systems etc. Usually, Fast Moving Consumer Goods (FMCG) refers to non-durable consumer goods that are required for frequent purchase and use. FMCG organizations produce, distribute, and market goods that are normally low in cost and consumed during a regular period.

Qualities of FMCG:

FMCG means the non-durable consumer goods those goods that are perishable as they do not have a long lifespan. These products include food and clothing as they come under this category.

Example: Milk, bread. Normally, a consumer purchases these goods minimum once a month.

 Standard characteristics of FMCG:

  • The consumer keeps a limited budget for buying these products. Many FMCG products are perishable and so these are required to be bought frequently as per requirement.  
  • Only a little time is taken to decide on buying these products. Rarely consumers see specifications of these products (Consumable products run on high demand in contrast to industrial goods). Consumers prefer branded goods and generally, the loyalty of the brands or recommendations from reliable dealer motivate the buying decisions.
  • Any new product trial i.e. switching brands is often prompted by widespread advertisement, recommendation by friends, relative or neighbours.  
  • These products indulge to necessities, comforts and provide luxury essentials too. They meet the demands of the entire range of the population. Cost and pay versatility of demand fluctuate across products and consumers.
  • From the marketers’ angle, the FMCG products demand High Volume distribution and production, and in return, there are low-profit margins.
In its report, ‘Incumbents to disruptors: Adopting the start-up culture for innovation’, consulting firm EY spoke to consumers in India and analysed why shoppers are picking new-age consumer goods brands across personal care, packaged foods and hygiene. (Pradeep Gaur/Mint)

Image credit-

Classification and examples of FMCG Products:

There are varieties of FMCG products and these products are essential in every individual’s life as may be considered as the priority goods.

Some FMCG examples:

  1. Processed and other food items examples

 fruit and vegetables, starches and starch products, meat and meat products, bakery products, sugar,  fish and fish products, dairy products,  vegetable and animal oils and fats,  noodles, grain mill products, animal feeds,  cocoa, chocolate and sugar confectionery,  other food products,

  • Liquid consumable goods:

 ethyl alcohol, malt liquors,  soft drinks, wines,  mineral waters etc.

  • Other products-

Tobacco products, soap and detergents, cleaning preparations, perfumes

  • Paper products-

Paper and paperboard, corrugated paper, containers and other articles of paper and paperboard.

Fast- Moving Consumer Goods products are highly segmented with the sub-segments food and dairy-based products such as poultry, cheese, milk, butter etc., health and hygiene products, cosmetics, oral care, hair care products, cigarettes, and tea and beverages, alcoholic beverages and coconut oil, along with other packaged goods can be included in the FMCG sector.

Household Care- Laundry soaps, dishwashing liquid/ gel, synthetic detergents, toilet cleaners, air fresheners, floor cleaners, insecticides and mosquito repellents, metal polish etc. fall under this category of FMCS products.

Personal Wash- This category can be divided into three sections: Premium, Economy and Popular.

Demand is hoped to grow to increment since buyers are climbing towards premium goods. However, in the recent past, there has not been a lot of progress in the volume of premium cleansers to economy cleansers, since increment in costs has driven a few customers to search for less expensive substitutes.

Detergents- Household care products sector is highly competitive and needs a high level of penetration in the market. With quick urbanization, the rise of little pack size and sachets, the demand for the household care items is prospering. The demand for soaps and detergents has been increasing however the territorial and little unorganized players represent a significant portion of the complete volume of the detergent market.

Personal Care- In personal care FMCG the products may include sanitary napkins, shampoos, conditioners, tissues, anti-ageing products,  cosmetics, moisturizers, razors, shaving creams, lotions, perfumes, hair oil, tooth-paste, tooth-brush, and toiletries.

Skin Care- The skincare market is at a primary stage in India. The penetration level of this segment in India is around 20 per cent. With changing lifestyles, increase in disposable incomes, greater product choice and availability, people are becoming aware of personal grooming. There is a presence of the bigger brands here like those from HUL,P&G, Godrej etc. Recently we have seen a lot of new brands coming in this segment like Beardo, Mccaffeine, Biotique etc. who are mainly targeting the urban premium segment for their line of skin care products and claim to be more sensitive and chemical free than the products from big brands. They mainly sell through online channels and have created a niche among the customers. Apart from that, Patanjali is there which provides products at very reasonable prices and are popular among the masses.

Hair Care- The hair care market can be segmented into hair oils, shampoos, hair colourants & conditioners, and hair gels. Again in this we see thepresence of the bigger brands here like those from HUL,P&G, Godrej etc and also that of the newcomers.

Shampoos- Sachet makes up to 40 per cent of the total shampoo sale. It has low penetration level even in metros. The market is further expected to increase due to increased marketing by players and the availability of shampoos in affordable sachets.

Oral Care:-

The entrance level of toothpowder/toothpaste in urban regions is multiple times that of rural areas. The oral care products, particularly toothpaste, stays under infiltrated in India with entrance level 50 per cent. The awareness level of oral care items is a lot less in many places. However, just toothpaste, tooth powders and toothbrushes are dominating the market. There are other products like mouth sprays, liquid mouth freshener etc.

Food & Beverages

While India is the largest milk producer in the world, yet only around 15 per cent of the milk is processed. The organized liquid milk business is in its early stages and also has huge long-term growth potential. There are different segments of food products while beverages include tea, coffee, soft drinks, packaged juices, energy drinks, packaged drinking water etc.

 Food Segment- The foods category in FMCG is gaining popularity with a swing of launches by companies such as Hindustan Unilever, ITC, Godrej, and others.

Tea- The main share of the tea market is dominated by unorganized marketers.

Coffee- The Indian beverage industry faces oversupply in sectors like coffee and tea. However, above half of the percentage of the market share deals with unpacked or loose form.

Electronic goods- Mobile phones, PCs, Laptops, refrigerators, washing machines and other electronic gadgets are categorised under Fast Moving Consumer Electronics or as it is called FMCEs.

The development of the sales–systems in the manufacturing or distributing companies of the FMCG market leads to the dynamic processes and perspectives for the companies. FMCG’s are extremely important for the market as they make the dominant part of the consumer’s demand and therefore budget. This is relevant for every single country in the world. The target sector of the market for FMCG is the retail sector and also the wholesale sector. This is primarily because FMCG is always essential products for consumers. So the basic role of FMCG for the market is the constant need for the supply of FMCG. This is the reason one of the defining word combinations is “fast-moving”. These goods move fast throughout the market system and bring a good steady profit for the FMCG corporations.

I hope the article was helpful to understand what FMCG means and what the different FMCG product categories are. If you are a FMCG enthusiast, please follow our blog.

fmcg distributor model

How does an FMCG distributor model work in India; brand practices

Indian Consumer Goods/FMCG circulation has consistently been a dynamic and complex undertaking because of various levels in the structure with Carrying and Forwarding Agents, Dealer/Distributors. How does an FMCG distributor model work in India, let us dig deep into this space.

Wholesalers and the end Retailers spread over the whole nation with various states/geologies having novel qualities. India is totally different than developed nations like US, UK, Hongkong and so on. In India still 90% of the retailing occurs through the kirana stores. In most recent 10 years composed retail has picked up force. Indian retail part was at $850 Bn in 2015. Retail division has multiplied since 2010 out of 2015. In this 60% is FMCG products, 8% is shopper hardware, 6% is portable and telecom. In 2013 sorted out retail was just 8% of the retail in India. Inside this 8%, 33% was clothing, 11% food and staple, 11% versatile and telecom, 8% buyer gadgets.

In such scenario, it turns into a need that various deals divert work in India else it will be hard for brands to contact huge purchaser base. There is Metro, Urban, Rural topography which has diverse purchasing power, brand pull. Utilization power lessens in provincial portions, lower value focuses are progressively notable. Having a conventional merchant in country areas probably won’t be a reasonable choice. In Rural the vast majority of the organizations have Sub Distributors or Rural Preferred merchants. There is a super stockist which supplies stocks to provincial wholesaler.

How does an FMCG distributor model work in India?

India is a vast country with multiple channels and retail environments & a huge number of stores. There are different traditional channels in practice and even some small companies are trying to adapt themselves to other simpler distribution channels to make their products reach the ultimate consumer.


Organization/Manufacturer > Hubs > C&F specialists > Distributors Urban > Retailers/Wholesalers


Organization/Manufacturer > Hubs > C&F specialists > Super Stockists > Sub stockists > Retailers/Wholesalers

Numerous organizations follow the urban model in country also for upgraded reach however at a greater expense. In any case, everything relies upon what classifications you are in and what are the in-fabricated edges for exchange and the item itself. Immense multifaceted nature exists even inside similar classifications and how they move through exchange.

A merchant has the accompanying key jobs in the RTM (Route to advertise)

Mass breaking

Companies produce in parts. Wholesalers break that into pcs or handfuls or whatever units the retailers needs them in. Its a cost which he/she gets


A business organization runs on its sales reps. They are the ones who bring bread onto our plates. Most organizations have a model where the merchant/stockist gives those sales reps. In any case, a few organizations like P&G and Unilever dispense the expense of sales reps


Stocks need space to sit. So merchants employ/own godown space and makes it accessible for products. They additionally need to follow the different rules set somewhere near the organizations for safe stock keeping (Ex. Cadbury requires a virus chain since chocolates are touchy to temp changes)

Delicate information about their markets

Distributors know the most about the market. They are relied upon to watch out for rivalry and keep up great relations with top retailers

Credit to the market

While no organization expressly gets it out, stockists do offer credit to the exchange to encourage selling.

Appropriation infrastructure

Other infra incorporates conveyance vehicles, godown and conveyance labor, administrator, PCs and so on.

Companies not just target to sell the products, but they also concentrate on choosing and following the best practices as it makes them reach their consumers easily. FMCG companies that sell day to day consumer goods should be more aware of the marketing conditions to update themselves when needed. Margins, again are quite certain to organization or classification, however comprehensively they are in the scope of 4–6% on large business. The stockist is relied upon to deal with the expenses and still make a ROI of around 18–24% on the capital contributed.

Pharma or FMCG – Who can build big brands effectively?

How many Fast-Moving Consumer Goods(FMCG) or Consumer Packaged Goods (CPG) do you use in a day?

At least, 10 we can say. From the toothpaste you use in the morning to the foods you eat in your mealtime, to the personal care items you use regularly – most of it are the products of the FMCG industry. But can you count on the medicines you take every day? Mostly, the answer would be “Nil”. Holistically, this itself answers why FMCG companies can build big brands while pharmaceutical companies struggle to do so. Nevertheless, If we dig in deeper, we realise how multiple factors play a role too. 

In this article, let us dissect each factor influencing the name and fame of any pharmaceutical company and help in making big or remain small. 

Why Can’t Pharmaceutical Build Big Brands But FMCG Can?

Type of Consumers

For FMCG products, the end-users are simply consumers. In pharma, a layer of doctors, pharmacists, prescribers exists between the company and the end-users. In certain ways, doctors are consumers too. But they operate on the basis of limited information, the influence of company image, and can make decisions based on emotions, along with rational reasons. This thick layer of mediators in between can slow down the pharma companies to grow big. 

Exposure-Purchase Lag

In the pharma industry, there is a huge lag between the exposure of consumers to the brand’s push and the time of the consumer need arises. Certainly, it is longer than Fast Moving Consumer Goods (FMCG). The reason for this lag is, as mentioned before, FMCGs are everyday items unlike Pharma products which can be seasonal or only need-basis. 

Lack of Brand Focus

Although the brand exists in both the industry, only CPG/FMCG companies consider it as a competitive tool. Most of the pharma companies yet to realise the importance of managing their brands rather than managing only their products. For instance, the Pharma industry gives a certain name to their product and expects it to convert to a brand. But ideally, “Brand” exists in the mind of the consumer rather than the product itself. 

Product Orientation

The Pharma industry is solution-oriented. They target buyers, doctors, chemists and other consumers who can testify to the solution offered by the products. In other words, they understand the problem, create the apt solution and get it testified. On the other hand, FMCG products are consumer-oriented. They understand the trends, demands, reviews and the tastes and their consumers and produce the product just right for them. 

Industry Mentality

The mentality of the pharmaceutical industry is to produce and sell products with high-profit margin, unlike FMCG companies. FMCG companies produce bulk products with lower profit margin. The reason behind this kind of varied mentality in the industries could be the usage of the products. While FMCG products are of use on a day-to-day basis, the products of Pharma are of use on a need-basis. 

Market Strategy

Have you seen any specific disease-related medicines advertised on television? The answer would most certainly be no. That is because in pharma, spending a huge amount of money on marketing or promotional techniques to convince the masses is unethical and unacceptable. It may be because of the high cost of national advertising and legal and regulatory issues. 

FMCG companies rely on television advertisements and other modes of advertising with the help of their prolific marketing team. In FMCG companies, the marketing team gets involved since the ideation of the product to bring out the best for consumers. 

Courtesy: ISB Insights

Marketing Models

As Mr E.M. Kolassa, Managing Partner of Medical Marketing Economics state “FMCG or CPG marketing model is too simplistic to be of much value to a pharmaceutical product manager.” This is because of the healthcare regulations, multiple players, a layer of prescribing individuals, neck-to-neck competition and other factors. These factors create a complicated market and demand complicated marketing models. 

Unclear Corporate Images

In 1989, Smith Kline Beckman and Beecham Group PLC merged to become SmithKline Beecham. The Glaxo and Wellcome merged in 1995 to become Glaxo Wellcome. In 2000, the two companies combined to become GlaxoSmithKline. This kind of merger is mainly because, after the expiration of product patent, those brand names can’t be revived or reused. But the mergers itself can result in unclear corporate images. This often confuses the consumers and can affect the revenue generation model of the Pharma industry, unlike the FMCG industry. 

Brand Management Process

In the FMCG industry, branding is a strategic priority at every level of organisation. From the very early stage of conceptualisation of the product development process to the endpoint of production. This is one of the important reasons why FMCG brands grow bigger, better, and can last for decades. 

In the Pharma industry, the brand development process begins only after the involvement of global marketing people.

Brand Name Strategy

In most of the pharmaceutical business, a new product is always given a new name. The intention behind this could be signalling the market that the product is new. But when we look at this with a company growth perspective, this approach sends out all the previous marketing investments and marketing efforts in vain. This kind of new-product, new-brand strategy in pharmaceutical companies can hamper the speed of company growth. 

In FMCG companies, the brands are built at once, products are produced under those brands and it is maintained for decades. 


Emotional ties are crucial in any products/brand imaging. An important challenge to any of the industries is to forge emotional ties with consumers. The products of FMCG companies can easily build emotional associations with their customers, either through the uniqueness of their product or through advertising communications. FMCG advertising usually leverage the advantages of context, usage rituals, and long-term positive emotional benefits. For instance, Kellogg’s conjures a feeling of togetherness. The foam produced in Surf Excel highlights the functional use of the product. It also serves as a mental trigger that convinces the consumers that something is getting cleaned. In simple words, the FMCG industry advertises about how they can make your every day better. 

The pharma products are of use in times of crisis. In other words, to stop something out-of-ordinary. In other words, pharma products are not something the consumers use regularly, unless needed. Hence, communicating the same through advertisement can be tedious or rather, not appropriate. 

Impulse Buying

FMCG products are the best stimuli for impulse buying either through packaging, colour, discounts, aroma, or other factors. Whereas in the products of Pharma industries, there is no way for impulse buying. A packaging of Cadbury chocolate can be appealing or an aroma of food can be impossible to avoid. But a package of laxatives or any other factors of any other medicines can’t tempt the consumers for impulse buying. 

What are the essential qualities of FMCG products

What are the essential qualities of FMCG products?

In our daily life, we make proper use of a lot of things our life is incomplete without them. But sometimes we do not know where these things even come from or what are they called. From using toilet papers in the morning to maintaining skincare regime before going to sleep- everything is impossible without these products. Yes, I am talking about FMCG Products. FMCG means Fast Moving Consumer Goods which is also referred to as Consumer Packed Goods (CPG) and are non-durable goods that are sold within a quite short time. Some of the daily used FMCG products examples are cleaning products, skincare products, prepared foods, dry goods, beverages, cosmetics, personal care products, candies, over-the-counter medications etc. these products have a great impact in our life. So, from marketers to common man every person can relate to the qualities these products provide.  

So, what exactly is Fast-Moving Consumer Goods (FMCG)?

Well, the word ‘Fast-moving’ explains the nature of the goods already that it sells quickly and it is used also rapidly. The usage of these products happens usually on day today. Fast-Moving Consumer Goods are those products that are sold quickly at comparatively low cost because of its importance in every person’s life from poor to rich (as I mentioned, “incomplete”). These goods are also called ‘consumer packaged goods’.

Image courtesy-

Since these goods are used daily, FMCGs have a short shelf life. They are always on high consumer demand (e.g., confectionery food items, soft drinks etc.) or because they are perishable (e.g., dairy products, and meats those are not to be preserved for long). These goods are purchased frequently, are consumed rapidly, are priced low, and are sold in huge quantities. They also have a high turnover when they’re on the shelf at the store.


Analysing Fast-Moving Consumer Goods (FMCG) and its essential qualities-

It is not very difficult to understand what is fast-moving consumer goods as almost everyone in the world uses FMCG products nearly every day. Those are the limited consumer purchases we make at the grocery stores, supermarkets etc.

FMCG examples include milk, toilet paper, candy, fruit and vegetables, beer, soda and some over-the-counter medicines etc.

Definition of FMCG

Although there is no proper definition given in any marketing textbook or anywhere for FMCG products, it is to be analysed that the major quality of any FMCG product is to be fast-moving goods. To be precise, whenever these products are manufactured and comes available in the real market for sale, it moves relatively quickly from shops to consumers’ homes and from their shelf as well. As mentioned before, it has a very short period of time. These products are quickly sold.

Difference between Fast-moving consumer goods and Slow-moving consumer goods is that slow-moving products have a longer shelf life and are purchased over time, those products include items like furniture and appliances.

Types of Fast Moving Consumer Goods

To know, what are Fast Moving Consumer Goods it is important to categorise the FMCG products according to the types for better understanding. Here is a complete list of the major FMCG categories for acquiring a general idea of what the category comprises and the examples of FMCG goods that may be found within that particular category. However, to understand the qualities that these products contain, it is essential to know what comes under the FMCG products and the list below will help exactly in that regard.

Types of FMCG products-

  • Prepared meals: Ready-to-eat meals
  • Baked foods and essentials: Cookies, croissants, and bagels, Baking soda,
  • Processed foods: Cheese products, cereals, and boxed pasta
  • Beverages: Bottled water, energy drinks, and juices
  • Fresh foods: Fruits, vegetables
  • frozen foods: Frozen peas and carrots,
  • Dry goods: Raisins and nuts
  • Toiletries: Toothpaste, and soap
  • Cosmetics: Haircare products, concealers etc.
  • Medicines: Aspirin, pain relievers, and other medication that can be purchased without a prescription
  • Cleaning products: Cleaning liquid, oven cleaner, and window and glass cleaner
  • Office supplies: Pens, pencils, and markers

Generally, consumer goods are divided into three different categories:

  • Durable,
  • Nondurable goods, and
  • Services.

Durable products have a shelf life of three years or more while the nondurable ones have a shelf life of less than one year. Fast-moving consumer goods are the largest sector of consumer goods. They fall into the category of non-durable, as they are consumed immediately and have a short shelf life.

FMCG Companies

The Fast Moving Customer Goods play an essential role in the economy of every country. One of the basic characteristics of any company operating in the FMCG domain is a significant goods turnover, a large number of selections and a low to the medium cost of goods sold percentage. There is some serious effort required for a market share among the FMCG manufacturers. Hence the innovation rate is growing, but at the same time, the life-span of the products becomes shorter. To understand the course of FMCG implementation it is important to study the leading FMCG giants.

With continuous growth and improvement in the standards of living, the role of the FMCGs is of crucial importance. The list of the companies below contains the leading FMCGs in the business in respect to the product quality and packaging. These companies are constantly striving to make it easy for the millions of customers to reach out for groceries, quick meals and other FMCG products as many times as needed in a day!

Fast Moving Consumer Goods FMCG Companies-

  • Emami
  • Hindustan Unilever
  • Amul
  • Patanjali
  • Colgate Palmolive India Ltd.
  • Dabur India Ltd.
  • P&G
  • Himalaya Healthcare Ltd.
  • Britannia
  • Parle Agro
  • ITC
  • Marico

Image courtesy-

Seeing into the FMCG stocks while taking a note on FMCG business, if one thinks of FMCG companies as investments, it is very clear as of now that FMCG stocks generally do not promise a very high level of growth but are safe bets with anticipated margins, stable returns, and regular dividends.

Fast-Moving Consumer Goods and E-Commerce

There are certain differences between FMCG products selling in the brick and mortar stores and through e-commerce stores. During the reign of e-commerce in the marketing world of consumer goods, the FMCG e-commerce stores like Grofers, Big Basket etc. have made a great impact on shoppers across the globe. The purchasing activity has increased online. The products being sold online have benefit regarding certain conveniences. They provide unmatched services from delivering orders right at the door to a large selection of products and low prices- that those physically present shops can’t.

Although the most popular categories of goods in e-commerce happen to be the non-consumable ones—durables and entertainment-related products, the online market for buying groceries and other consumable products is growing. Companies are constantly trying to redefine the efficiency of delivery logistics which shorten delivery times. In the list of e-commerce goods, the non-consumable categories may lead than the consumable products in the online market. However, the gains in logistics efficiency have increased and certainly improved the use of e-commerce networks for acquiring FMCGs.

How Fast-Moving Consumer Goods Industry functions?

Because fast-moving consumer goods have such a high turnover rate, the market is not only very large, it is also very competitive. Some of the world’s largest companies compete for market share in this industry including Unilever, Procter & Gamble, Nestlé, Kellogg’s, and Colgate Palmolive. Companies with a strong distribution network tend to dominate these industries. Earlier a newcomer had difficulty to compete with an incumbent because of their already established distribution network. But now due to e-commerce, things have started to change. Now any company can virtually deliver anywhere in India with the help of e-commerce companies like Amazon and Flipkart.

The packaging is a very important factor in the production process. The logistics and distribution systems often require secondary and tertiary packaging to maximize efficiency. The unit pack or primary package is critical for product protection and shelf life, and also provides information and sales incentives to consumers.

FMCG goods account for more than half of all consumer spending, but they tend to be low-involvement purchases. FMCG products are generally not very thoughtful purchases. They are more essential purchases or indulgence purchases. FMCG products like chocolates, chewing gums etc. are placed near counters to get consumers to do some impulsive purchase.

Different FMCG qualities from Consumer and Marketer’s views:

From the customer’s perspective-

  • Its low cost helps the consumer to purchase it as many times as they need
  • frequent purchase is one of the major elements in the FMCG goods due to its usage,
  • the growing awareness amongst the customers and users,
  • easy availability for large quantity manufacturing,
  • Due to the packaging and quality materials containing in the goods, it makes a shift of choice and change preferences of companies among the consumers.

From the marketers’ perspective –

  • Low margin,
  • high distribution network plays a crucial part in making it easily available across the world
  • From changing lifestyles with newly updated products, and everyday delivery service

These were above some of the factors for the growth of this sector.

As mentioned above, in one sentence, the fast-moving consumer goods are those non-durable goods that have a short lifespan and are consumed or used at a rapid or fast pace. After all the analysis and understanding of the Fast-Moving Consumer Goods, it can be better to say that they can be alternately called the Household Goods. Typically the household is incomplete and our daily life is incomplete without these goods from consumable goods to the everyday necessary products everything is covered under the FMCG. Till the world is there, the demand for FMCG products will never end. FMCG is a broad market with never-ending consumer demands. So, it can be said that there are only three essential qualities- for its daily usage the low-cost sale, it covers all the household needs and it makes life easy and healthy.

If you are interested in reading more FMCG related content, please check out our resource centre.  

best fmcg software

Which is the best ERP software for the FMCG company

6 best ERP software for the FMCG company

Due to the complexity at its core, it’s not easy to deal with FMCG business without any help from ERP software.  

It’s because of their flexibility, relevancy, and adaptability to manage the complex nature of the industry. 

Though there are countless applications, it’s still difficult to find which is the best ERP software for the FMCG company. 

Unless you work with multiple applications, you can’t exactly find which one is best for you. 

And we all know it’s not a feasible option to use different ERP software for the same purpose. 

Before talking about the list of software, first, we should know how to find the best ERP software for your DMCG company.

How to pick the best ERP software for the FMCG company

While looking for the best ERP software, you need to take care of many things depending on the nature of the business.

The FMCG industry is highly complex in comparison to other sectors, and that’s something the organization needs to take care of while choosing ERP software. 

Keep in mind that FMCG products are something that we can’t avoid for a single day, and the ERP should manage this without doing any mess. 

Let’s see what you need to consider before choosing the ERP software. 

Understand its practical implementation

Each ERP has different features, and when you start using, there could be many difficulties arise while operating.

After the installation, you need to check functionality and user experience also.

A good ERP gives the best user experience, and its functionalities are easy to understand without much interference. 

Define your expectation clearly

Focus on your business requirement and process, and that should be detailed to get a clear idea. 

Sometimes, your requirements can exceed the budget, but that should not be a case if it fulfills the expectation. 

Most of the time, people choose an ERP due to its price factors and trending technologies.

Without a good fit for their requirements, this often leads to costly customization. 

It’s better to opt for industry-specific ERP that solves your problems instead of focusing on tech and price unnecessarily. 

Following industry regulation

Though this is not new, however, many rules and regulations should compile with the product manufacturing, process, and workforce to make it smooth.

The rules and regulations in the FMCG industry are always changing and that affects the whole business process.

In this case, the system should be competent enough to manage any last moment changes to avoid the losses. 

Should be mobile friendly 

As we live in the era of the smartphone, excluding an application from this is not a viable option.

The use of ERP from a desktop became history, and here, you should choose something that allows users to use it from smartphones and tablets without compromising the security. 

You have a fair idea about how to choose the ERP software. Now, let’s have a look at the best ERP software for the FMCG industry.


Made exclusively for SMEs and MSMEs, Uneecops is one of the cost-effective, integrated ERP that will help to manage the business as per the international standard. 

This ERP covers all important functions like sales, inventory, finance, productions, and HR. 

Features of Uneecops

  • CRM
  • Document Management
  • Financial Management
  • HR & Payroll
  • Business intelligence (BI)
  • Business process modeling (BPM)
  • Commission management
  • Dispatching
  • eCommerce
  • Field service management
  • Fixed assets

Logic ERP

If you are looking for ERP software exclusively designed for FMCG, Logic ERP can fulfill the requirements. 

This will help you to take care of all requirements like sales, purchase, order management, and MIS.

Important features of Logic ERP

  • Accounting
  • Inventory Management
  • Warehouse Management
  • Order entry (OE)
  • Barcode Scanning
  • Barcode Printing
  • Multi-Location
  • Shipping Management
  • Supplier Management
  • CRM
  • Export reports to Excel/Text/PDF Formats/HTML
  • Email Reports and Invoices
  • Integrated B2B App
  • Audit Trail


For retail management, RetailGraph is best for small and mid-sized retailers.

If you are managing multiple stores, this will help you to get real-time updates. 

This will also help you to generate multiple reports to check business reports. 

Special features of RetailGraph

  • Accounting
  • Barcode Integration
  • CRM
  • Customer Management
  • Customer Support
  • E-Commerce
  • Email Integration
  • Email Marketing / SMS Marketing
  • Export reports to Excel/Text/PDF Formats


If you are looking for a cost-effective solution, HDPOS is the best ERP for the FMCG industry having rich features.

It has the fastest checkout system with good user experience. 

Special features of HDPOS

  • Accounting
  • Inventory Management
  • Warehouse Management
  • Order entry (OE)
  • Barcode Scanning
  • Workflow Management
  • Multi-Location
  • Shipping Management
  • Supplier Management


If you are looking for an automated solution, go for SalesBabu, a CRM software for on-demand Sales Force Automation. 

This cloud-based CRM will help you to automate your complete sales process without any hassle. 

Special features of SalesBabu

  • Accounting
  • Case Management
  • Cloud Computing
  • Contact Manager
  • CRM & Sales Dashboards
  • CRM & Sales Reports

Tally.ERP 9

When we are talking about FMCG ERP, there is no way to exclude Tally

Launched in 2009, it became an industry leader within a decade.

It became a trusted ERP for SMEs, MSMEs, and large enterprises having several advanced features.

Special features of Tally 

  • Accounting
  • Asset Management
  • Audit Trail
  • Banking Integration
  • Barcode Integration
  • Bonus, Loan & Advances Management
  • Budgeting
  • Customer Management
  • Customer Support


No matter which ERP you are going to choose for your organization, the first thing you should understand about the nature of the business and exact requirements. 

This will help you to find the best ERP software for your FMCG company. 

what is the difference between fmcg and fmcd

FMCG Vs FMCD; What is the difference between FMCG and FMCD

FMCG, FMCD, Value retailing, and lifestyle retailing. These are the phrases that you might be familiar with if you are trying to be in the retail market. Don’t be confused with the terms. Make yourself familiar with not just the terminology but also the concepts, here is the piece of information for you. Our major focus will be trying to know the vital question, what is the difference between FMCG and FMCD?


Fast Moving Consumer Goods (FMCGs) are the products that are sold really quick and at a relatively low cost. This FMCG industry deals with the consumer goods that have a lesser shelf life and the goods that are perishable in nature. Some of the examples of FMCG products include packaged foods, toiletries, beverages, cosmetics, over the counter drugs and other consumables.


Fast Moving Consumer Durables (FMCD) are the products that are also known as durable goods or hard goods or consumer durables. Consumer durables are the goods that yield utility over time rather than being completely consumed in one use. Some of the examples of consumer durables will include household goods, automobiles, books, jewellery, toys, etc.

Value Retailing

It is in fact a marketing strategy or a kind of a concept for the big format stores like shopping malls where branded products and accessories are put on sale for the customers with attractive deals.

Value retailing is planned mainly for tier II and III cities for attracting the people.

Lifestyle Retailing

Lifestyle retailing is a concept where a shop sells a uniquely picked and curated collection of products that connect to an overarching theme. Sometimes, they evoke a lifestyle that attracts a certain kind of audience.

So now after getting the basic understanding of what all these terms mean, now let us get into the main thing which is our vital question.

What is the difference between FMCG and FMCD?

While both FMCG and FMCD are considered as the fastest growing and also one of the prominent sectors in the Indian marketing industry, there are a few basic differences.


With the above definitions, it is pretty clear that FMCG sector deals with the consumer goods that don’t last longer. On the other hand, FMCD sector deals with the consumer goods that are more durable.

2. Nature of the products

FMCG products are consumed almost immediately and they need the consumer to replenish from time to time. While FMCD products don not exhaust with one usage. They can be used considerably for a longer period of time.

3. Demand from consumers

With no connection to the economic status of the individual, FMCG products will be a basic necessity for the consumers. So, FMCG companies will always be on-demand. Whereas durable goods from the FMCD companies are the goods that the consumers purchase from their disposable income. Life expectancy which is commonly known as the durability is usually longer than the FMCG products, so the sale volume is considerably low.

4. Difficulties

For FMCG industries, it is quite a challenging thing not only because of the quality of the goods that are perishable in nature, but it is also actually difficult to keep up the competition with the changing tastes of the consumers. Packaging, pricing, branding everything matters and are immediate factors of conversion.

FMCD companies won’t be facing any challenges in storing the goods as they are long-lasting products. But one major thing that affects these companies is the economic condition or the purchasing factor of the consumer in the targeted market.

From the company perception, whether it is selling consumer goods or durables, it is important for them to first understand the nature of the product, target customers, and the competition in the market before they step into it. Any company should and must concentrate on giving the consumers the assurance, belief on their products and it is the ultimate thing that brings them success.

best FMCG companies in the world

FMCG Companies: Top 50 Giants in the World

“Laughter is brightest where food is the best.” Imagine a day, a week, or even a month without such food? Isn’t that a nightmare? FMCG companies are the source of such good food. Simultaneously, they are also the producers of Meat, Soft Drinks, Dairy Products, Baked Goods, Toiletries, Alcohol, Tobacco, Confectionery, Batteries, some forms of medication, and other perishable goods. In other words, Fast Moving Consumer Goods (FMCG) or Consumer Packaged Goods (CPG) companies are the companies that produce low-value products with a regular high turnover. 

How FMCG Companies make profits?

Most of the FMCG products are sold at low costs and with a very less profit margin. At the same time, the FMCG products are perishable due to low shelf lives. Nevertheless, the products are sold in bulk or bought by customers regularly. Such high trade of these CPG goods, along with customer loyalty creates revenue for FMCG players. 

50 Largest FMCG Companies in the World

While all of the FMCG companies manufacture the products with very less profit margin, there are a few companies generating revenue in terms of billions. Here is a list of such top FMCG companies.

1. Name of the company: Johnson & Johnson

Revenue: $366.4 bn

Company Details: Since over 130-years, the US-based company is producing various FMCG goods, from Consumer Health Products to Medical Devices and Pharmaceutical products. The company has a substantial presence in more than 60 countries. 

2. Name of the company: Nestle

Revenue: $286.2 bn

Company Details: Based in Switzerland, Nestle is one of the world’s largest food and beverage companies. The company owns more than 2000 brands, ranging from global icons to local favourites. They have proved their presence in 191 countries around the world. 

3. Name of the company: Procter & Gamble

Revenue: $ 256.3 bn

Company Details: Globally recognised, one of the top consumer goods product company, Procter and Gamble (also known as P&G) is specialised in home care, fabric care and personal care products. It owns large brands such as Gillette, Ariel, and Pampers. 

4. Name of the company: Coca-Cola 

Revenue: $ 193.7 bn

Company Details: Being known for the production of soft drinks, concentrates, and syrups, the company has gained fame for more than a century. With the vision to craft the brands that people love, to refresh their body and spirit, this manufacturer and retailer is known for their flagship product, Coco-cola. The company also sells merchandise with company branding. 

5. Name of the company: Anheuser-Busch InBev SA

Revenue: $ 164.3 bn

Company Details: With a vision to celebrate life and centuries of brewing history, this Belgium-based multinational beer-brewing company has a considerable turnover. The company owns over 500 brands across the world and the revenue leads to it to one of the top CPG companies. 

6. Name of the company: PepsiCo

Revenue: $ 162.5 bn

Company Details: With a vision to the global leader in convenient foods and beverages, PepsiCo is a tough rival to Coca-Cola. This US-based company has joined the top companies in the world list by manufacturing, marketing and distributing a variety of snack foods, drinks, and various other products.  

7. Name of the company: LMHV

Revenue: $ 160.3 bn

Head Quarters: France

Company Details: The luxury brand, LMHV owns 70+ brands. The company manufactures luxury products (such as fragrances, makeup, clothing, jewellery), Consumer Goods (such as alcohol). 

8. Name of the company: Unilever

Revenue: $ 154.7 bn

Head Quarters: Netherlands

Company Details: Being pioneers, innovators, and future-makers for over 120 years, Unilever is one of the largest and most-recognised FMCG Companies. The business world of Unilever involves FMCG, Consumer non-durables and basic industrial products. 

9. Name of the company: L’Oreal 

Revenue: $ 150.8 bn

Head Quarters: France

Company Details: With a mission of offering the best cosmetics to all the men and women in the world, the world’s largest cosmetics company has made to the top FMCG companies list. The company has risen to fame in more than 150 countries. 

10. Name of the company: Kweichow Moutai

Revenue: $ 146.5 bn

Head Quarters: China

Company Details: With the products such as foods and beverages in the FMCG industry, this company specialises in the production and sales of Maotai liquor. The company is also known for the development of anti-counterfeiting technology and IT products. 

11. Name of the company: Philip Morris International

Revenue: $ 141.2 bn

Head Quarters: USA

Company Details: With an intention to deliver smoke-free future, Philip Morris International – Cigarette and Tobacco manufacturing company, operated and owns 46 production facilities. The company also owns six of the world’s top international brands in more than 180 markets. Marlboro, the world’s biggest cigarette brand is also owned by this company. 

12. Name of the company: Altria Group

Revenue: $ 106.4 bn

Head Quarters: USA

Company Details: With a history as old as 180 years, the company manufactures consumer non-durables, agriculture-related, farming/seeds/milling. The premium tobacco brands of the company has led them to be one of the top 50 FMCG companies.

13. Name of the company: Diageo PLC

Revenue: $ 98.2 bn

Head Quarters: United Kingdom

Company Details: Diageo is a global leader in beverage alcohol with an outstanding collection of brands across spirits ad beer. With over 200 brands that are old and new, large and small, global and local, the company has enjoyed the fame in over 180 countries around the world. 

14. Name of the company: British Americal Tobacco PLC

Revenue: $ 93.6 bn

Head Quarters: United Kingdom

Company Details: Being in business for more than a century, the company is the largest publicly traded tobacco company in the world. The company is a market leader in 50 countries and has its presence in 180 countries around the world. 

15. Name of the company: Christian Dior

Revenue: $ 83.9 bn

Head Quarters: France

Company Details: Christian Dior is known as a producer of iconic French luxury goods. The company is the largest luxury group with a strong presence in all the countries of the world. The luxury goods, consumer goods, and consumer non-durables are designed predominantly for women, but also has a men and baby collections. 

16. Name of the company: Kering

Revenue: $ 71.5 bn

Head Quarters: France

Company Details: Kering, another international luxury collections in Paris, France, owns multiple luxury brands. These brands include Gucci, Yves Saint Laurent, Balenciaga and Alexander McQueen, and others. The company is into retail too. 

17. Name of the company: Hermes International

Revenue: $ 69.9 bn

Head Quarters: France

Company Details: Since 1837, Hermes International has gained its fame in the field of massive French fashion house. The company manufactures luxury products. The main division are leather goods, accessories, perfumes, and apparels. 

18. Name of the company: Mondelez International

Revenue: $ 69.0 bn

Head Quarters: Illinois, USA

Company Details: Mondelez International is a food and beverage company which empowers people to snack right in over 150 countries around the world. They own global as well as local brands such as Oreo, belVita and LU biscuits, Cadbury Dairy Milk, etc. 

19. Name of the company: Reckitt Benckiser Group 

Revenue: $ 59.7 bn

Head Quarters: United Kingdom

Company Details: On a pursuit to create a cleaner and healthier world, this multinational company produces health and home-based brands. The product ranges from hygiene products to personal care products. The company has showed his presence in 60 different locations in six continents.  

20. Name of the company: Estee Lauder Companies

Revenue: $ 58.8 bn

Head Quarters: USA

Company Details: The company is a manufacturer of premium beauty products such as makeup, fragrances. They also manufacture skin and hair care products. Estee Lauder also has a massive store and digital presence globally. 

21. Name of the company: Colgate-Palmolive

Revenue: $ 57.9 bn

Head Quarters: USA

Company Details: The company has a business history of more than 200 years. And it also has several hundreds of millions of consumers worldwide. They manufacture household, health care and personal care products. 

22. Name of the company: Hindustan Unilever Limited

Revenue: $ 52.5 bn

Head Quarters: India

Company Details: With a vision to grow the business and increase their positive social impact, the leading manufacturer produce a wide range of consumer goods. A few of them are foods, personal care, cleaning supplies, and water purifiers. 

23.Name of the company: ITC Limited

Revenue: $ 51.0 bn

Head Quarters: India

Company Details: ITC is one of India’s foremost private sector companies with diversified presence. The company is into FMCG, Hotels, Packaging, Paperboards and Speciality Papers and Agri-Business. 

24. Name of the company: Pernod Ricard

Revenue: $ 48.3 bn

Head Quarters: France

Company Details: Being famous worldwide for its Pernod Anise and Ricard Pastis drinks, the company, Pernod Ricard, is one of the most recognisable French brands and one of the top FMCG companies in the world.

25. Name of the company: Japan Tobacco (JT)

Revenue: $ 45.1 bn

Head Quarters: Japan

Company Details: The JT Group is a leading international tobacco company. It sells its FMCG products in more than 130 countries. Their internationally recognised brands include Winston, Camel, etc. 

26. Name of the company: Henkel AG & Company 

Revenue: $ 42.4 bn

Head Quarters: Germany

Company Details: The company has made it to the top CPG companies through their leading innovations, brands, and technologies in the field of Adhesive Technologies, Beauty Care, and Home Care.

27. Name of the company: Kimberly-Clark Corporation

Revenue: $ 41.4 bn

Head Quarters: USA

Company Details: Being inspired by what is beyond essential, this US-based global personal care producer of mostly paper-based consumer products has made to the list of top 50 FMCG companies in the world.

28. Name of the company: The Kraft Heinz Company

Revenue: $ 39.1 bn

Head Quarters: USA

Company Details: A globally trusted producer of delicious food, The Kraft and Heinz company has carved their path to be one of top CPG companies. The company manufactures food and non-alcoholic beverages. 

29. Name of the company: Kao Corporation

Revenue: $ 37.8 bn

Head Quarters: Japan

Company Details: Being the producer of cosmetics and chemicals, it has spread its fame globally. 

30. Name of the company: Monster Beverage Corporation

Revenue: $ 32.7 bn

Head Quarters: USA

Company Details: A US-based manufacturer company produces non-alcoholic beverages. 

The other top fast-moving consumer goods or consumer packaged goods companies are:

31. Constellation Brands: $ 32.4 bn

32. Foshan Haitian: $ 30.5 bn

33. Fomento Economico Mexicano: $ 30.0 bn

34. General Mills: $ 28.4 bn

35. Shiseido: $ 27.8 bn

36. Archer-Daniel-Midland: $ 24.2 bn

37.  Brown-Forman Corporation: $ 24.2 bn

38. Yill: $ 24.2 bn

39. LG H & H: $ 20.2 bn

40. Tyson Foods: $ 19.3 bn

41. The Kellogg’s Company: $ 18.7 bn

42. McCormick & Company: $ 18.5 bn

43. Kerry Group: $ 18.2 bn

44. Lindt & Sprungli: $ 17.7 bn

45. Church & Dwight: $ 16.6 bn

46. Wilmar International: $ 15.5 bn

47. WH Group: $ 14.9 bn

48. Mengniu Dairy: $ 12.7 bn

49. The J.M. Smucker Company: $12.0 bn

50. Conagra Brands: $ 11.2 bn