FMCG sector to experience subdued growth until September quarter in 2024: Kantar

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March 7, 2024

The FMCG sector is anticipated to experience modest growth throughout 2024 until the September quarter, as indicated by Kantar, a research and insights firm. This subdued growth is attributed to several factors, including uncertainty in the agricultural sector and elections that are predicted to have minimal impact on FMCG consumption. However, Kantar expects FMCG growth to improve gradually in the latter part of the year.

Additionally, it mentioned that the intense summer weather could potentially increase sales in categories like soft drinks, ice creams, sunscreens, and laundry products. However, it emphasized that the growth in these categories is expected to have a minimal effect on overall FMCG consumption.

Continue Exploring: From scoops to sundaes: Ice cream sales set to soar 15-20% this summer

“As a result, we do see FMCG growth to be subdued, at least until Q3 of 2024. Keeping in mind the stronger first half of 2023, we may even end up seeing some stagnation in the early part of the year, with things getting progressively better,” Kantar said in its outlook for 2024

Describing the agricultural outlook for 2024 as a “mixed bag,” it further elaborated that dry weather conditions, attributed to El Niño, are anticipated to persist until the first half of the year. The El Niño phenomenon has also influenced the harvests of Kharif crops.

“As per the first estimates of Kharif crops released, almost all Kharif crops have seen lower yields due to uneven rainfall. This is likely to impact the first half of 2024. However, the Rabi sowing, though mildly disturbed, is much better with record hectarage under the wheat crop. El-Nino is also expected to wane by the middle of the year, and with the Rabi harvests close by, without any unexpected weather phenomenon, the year might yet turn good, especially in the second half,” Kantar stated in the February FMCG Pulse Report.

The research and insights firm also pointed out that despite 2024 being an election year, historical data shows no significant surge in FMCG growth rates during previous election cycles.

“In 2009, the consumption growth was 0.7 per cent; in 2014, it was static; and in 2019, it was negative,” it said. It added that it does not see General Elections significantly impacting FMCG growth rates at the national level.

Continue Exploring: FMCG companies boost production of affordable snacks and beverages ahead of general elections, anticipating surge in demand

Kantar also observed a slight decrease in the average annual FMCG consumption in 2023, dropping from 117.2 kg per household in 2022 to 117.1 kg. They highlighted that among the 90 categories and subcategories they monitor, approximately half experienced a decline in consumption or remained unchanged. Shoppers appeared to be scaling back on expenses, particularly in categories like cooking oils, washing powders, basmati rice, and salt.

The research and insights firm also highlighted a sudden decline in value growth during the December quarter of 2023, attributed to price reductions implemented by key players.

“Categories where we see slower value growth, compared with volume growth in the latest quarter, are Hand wash, Body wash, Shampoos, Floor Cleaners, Cooking Oils,” Kantar added.

Hotel chains tailor loyalty programs to woo Indian customers amidst travel boom

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March 7, 2024

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hospitality hotel — (Representative Image)

Hotel chains are competing for the ‘loyalty’ of Indian guests amidst a travel boom, diversifying their offerings and crafting personalized experiences in their loyalty programs tailored to meet their preferences.

Khushnooma Kapadia, Vice President of Marketing for South Asia at Marriott International, introduced the Marriott Bonvoy HDFC Bank Credit Card last year, marking India’s first co-branded hotel credit card. Kapadia revealed that the chain presently boasts six million members in India, with aspirations to elevate this figure to 10 million. She noted a significant 18% growth in Indian members last year compared to 2022.

“Our entire vision, right from the global headquarters to regional offices is simply focused on growing our Marriott Bonvoy occupancies.We need to make sure we are garnering enrolments and encouraging members to redeem points,” she said.

“The adoption of our Marriott Bonvoy HDFC Bank Credit Card has been fantastic and there are ongoing conversations to consider potential partnerships with other banks,” she added.

Continue Exploring: Indian hospitality industry set for a record-breaking 2024: Surge in new hotel rooms expected

Shalini Tewari, General Manager of Corporate Loyalty and Spa at the Lalit Suri Hospitality Group, announced the launch of The Lalit Rewards, a novel digital loyalty program. It operates on a point-based system, serving both B2C and B2B (corporate) customers, as well as participants in its comprehensive Pure Love loyalty program.

“This comes as a response to changing market dynamics, ensuring our members enjoy personalized benefits and seamless engagement,” said Tewari and added that membership has grown 35% over the past year.

Nikhil Sharma, Managing Director of the Eurasia market at Wyndham Hotels & Resorts, observed a significant uptick in consumer interest in loyalty programs in India, mirroring the growth of the middle class and increasing disposable incomes.

“Our programme Wyndham Rewards has seen a 29% rise in Indian membership compared to 2022 and a 50% increase compared to 2019,” he added.

Last year, Accor teamed up with Katrina Kaif, a member of ALL-Accor Live Limitless, the chain’s loyalty program, in an effort to reach a broader audience and entice new members.

“In India, the membership growth of ALL-Accor Live Limitless has been substantial,” Accor said in a statement.

Continue Exploring: Accor to double room capacity in India, plans weekly hotel openings across PME segments in Asia

Anuraag Bhatnagar, CEO of The Leela Palaces, Hotels, and Resorts, mentioned that Leela DISCOVERY has amassed over five lakh members in India, witnessing a growth of over 50% in the past two years.

“This year, we are excited to announce our first ever Double DISCOVERY Dollar promotion which allows members to avail double the reward currency while booking our member special rates for stays at any of our hotels in India. This is scheduled to be launched at the end of this month,” he added.

Every tier within Leela’s loyalty program enables members to accumulate real currency in terms of dollars, in addition to receiving enhanced stay benefits.

Accor’s loyalty perks encompass booking tickets for concerts, sports events, and securing car reservations. Members have the opportunity to redeem accumulated points for complimentary nights and various privileges such as room upgrades, late check-outs, and exclusive invitations to ‘limitless experiences’. Deepa Krishnan, Head of Marketing for India and Southwest Asia at Hyatt India Consultancy, noted a robust double-digit growth in the customer base in India.

“There have also been recent changes in the programme to further enhance the rewards and benefits to our guests. These include rewards at more regular intervals, more choices at each milestone, and cultural exploration opportunities through FIND experiences,” she added.

Marriott International ranks as one of the top three sponsors for the forthcoming Ed Sheeran tour in India.

“Such events and tie ups provide a platform to connect with our existing members for opportunities that they usually don’t get. Partnering for IPL was another one of those endeavours. Our aim is to constantly find these big-ticket avenues, strengthen our existing member base, acquire new members and encourage them to spend more with us,” said Kapadia.

Continue Exploring: Hotels set to achieve 11-13% revenue growth in next fiscal despite high base: CRISIL Ratings

Eggoz achieves remarkable milestone: Surpasses INR 100 Crore in annual revenue within three years of launch

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March 7, 2024

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Eggoz, a Gurugram-based consumer brand with a focus on eggs, has accomplished an impressive feat by surpassing INR 100 crore in net annual recurring revenue within a mere three years of its launch.

Presently, the brand maintains a foothold in Delhi-NCR and Bengaluru.

Abhishek Negi, CEO and Co-Founder of Eggoz, “Our success during our three-year journey can be attributed to our fervent dedication to making healthy eggs available in the market. We hope to further expand our consumer base by helping people opt for a healthy living, while also guiding the farmers to produce better & chemical-free eggs.”

Continue Exploring: Eggoz spearheads nationwide campaign to redefine egg quality standards in India

Eggoz operates within the $12 billion egg industry, where packaged egg sales represent less than 3% of the market. Collaborating with local farmers, Eggoz provides comprehensive tech-enabled assistance and herbal hen feed to enhance egg production. Each egg sold by Eggoz undergoes 11 safety checks, including UV sanitization. The company asserts that it has facilitated a 30% increase in farmers’ incomes.

Established by alumni of IIT Kharagpur, Eggoz is expanding within a $12 billion market at a rate of 15% CAGR, as stated by the company. According to its LinkedIn profile, Eggoz has secured $8.8 million in Series B funding. The company distributes its products through online marketplaces, quick commerce websites, and supermarket chains.

Continue Exploring: The Every Company launches world’s first hen-free liquid eggs

FMCG companies boost production of affordable snacks and beverages ahead of general elections, anticipating surge in demand

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March 7, 2024

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Packaged food companies FMCG — (Representative Image)

Consumer goods companies are ramping up their inventory of small packs of biscuits, bhujias, chips, packaged water, and beverages priced at INR 5 and INR 10 each by as much as 10% nationwide. This move is in anticipation of a temporary surge in sales during rallies and meetings coinciding with the upcoming general election. Additionally, some companies are strengthening their manufacturing capabilities and distribution networks to meet the expected increase in demand.

Senior executives from multiple fast-moving consumer goods (FMCG) companies have noted a slight but noticeable increase in sales in politically significant markets like Uttar Pradesh, Rajasthan, Bihar, West Bengal, and Tamil Nadu. This uptick has instilled confidence in them, leading to expectations of strong sales for small packs of food products in these regions until the elections conclude.

“We are already seeing increased demand for small packs of biscuits and snacks in rally-intensive markets such as the Hindi heartland,” said Mayank Shah, senior category head at Parle Products. “Hence, we are increasing stocking of such packs by 8-10% more than usual since out-of-home consumption will definitely see a boost in the run-up to the elections,” he said.

Continue Exploring: FMCG giants boost advertising spend, surpass pre-Covid levels amid economic boom

According to Anshul Gupta, head of sales at Dabur India, the company has increased the distribution of economical packs of beverages, hair oils, and shampoos across various markets. This strategic move aims to cater to the anticipated rise in demand for essential daily-use items and beverages during the election campaign period.

With the world’s largest democracy gearing up for polls in April/May, political parties have commenced public meetings and rallies nationwide. According to the Election Commission of India, approximately 970 million Indians will have the opportunity to cast their votes in this year’s Lok Sabha elections.

Companies anticipate a 6-8% increase in sales of small packs of mass-market products during the election period, mirroring trends from previous years. Consequently, they are intensifying efforts in manufacturing, distribution, and increasing visits to small kirana stores, particularly in rural areas and towns, to ensure stock replenishment.

Angelo George, the CEO of Bisleri International, the largest packaged water manufacturer in the country, anticipates a surge in sales not only during major rallies but also at smaller gatherings held on street corners.

“We have to use the opportunity and ramp up manufacturing and distribution by putting additional fleet and stock up at distributor level,” he said.

Chandu Virani, the founder of Balaji Wafers, stated that the company has decided to keep its manufacturing operations running throughout the week during the election period, departing from the standard five-day schedule. This adjustment aims to ensure a continuous supply to meet the heightened demand.

The anticipated surge in sales during the polling season brings a sigh of relief to FMCG companies amidst a subdued demand environment. According to Kantar, overall volumes, reflecting the number of products purchased by consumers, grew by 5.2% in the December quarter, down from 6.9% in the September quarter. Kantar predicts that consumption growth will remain modest, at least until the September quarter.

Continue Exploring: FMCG giants roll out budget-friendly digital packs, targeting mass market

Surplus in global tea market to impact Indian tea prices and exports

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March 7, 2024

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The global tea market is facing a surplus of 100 million kilograms of tea, which could have repercussions on Indian tea prices and exports in 2024, as noted by industry executives. In 2023, global tea production reached nearly 6,500 million kilograms, surpassing the 6,400 million kilograms recorded in 2022, with Sri Lanka and Africa driving this increase in output.

CK Dhanuka, chairman of Dhunseri Tea & Industries, said, “The excess tea in the global markets that has been carried over from last year will impact the prices and exports of Indian tea.”

Continue Exploring: Luxmi Tea to intensify retail presence, targets key airports for expansion

The global tea markets in 2023 have been influenced by geopolitical tensions and escalating concerns about an economic downturn.

In the calendar year 2023, Indian tea exports totaled 227.91 million kilograms, marking a decrease of 1.37% compared to 2022. Additionally, the unit price realization also experienced a decline, dropping by 3.5% to INR 265.58 per kilogram in 2023 compared to the previous year.

Continue Exploring: Commerce Ministry mandates auction route for dust tea sales in India

United Spirits hit with INR 4.47 Crore tax demand by Maharashtra State Authorities

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March 7, 2024

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Liquor maker United Spirits, now Diageo India, on Wednesday said it has received a tax demand of INR 4.47 crore from the Maharashtra state tax authorities for non-submission of statutory declaration forms. The assessment order dated March 5, 2024, is for FY 2018-19 for CST (Central Sales tax) and MVAT (Maharashtra Value Added Tax), the company said in a regulatory filing.

The state tax authority has demanded INR 1.21 crore as MVAT, including a penalty of INR 1 lakh, and INR 3.26 crore as CST.

Continue Exploring: United Spirits reports 63% YoY growth in Q3 net profit, reaches INR 350 Crore

“Deputy Commissioner, State Tax has levied demand on non-submission of statutory declaration forms and disallowed an element of input tax credit,” it said.

The company said it will be contesting the matter by filing a rectification application or appeal before the higher authorities.

Based on the company’s risk-assessment process, it believes to have a good case and does not expect any material financial implication, it added.

Continue Exploring: Diageo and AB InBev gear up to navigate liquor sales disruptions during general elections

Flipkart challenges Zepto and Blinkit with quick commerce expansion

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March 7, 2024

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The quick commerce sector is all set to heat up once again as India’s e-commerce giant is now eyeing the segment. Flipkart has started ramping up infrastructure for its quick commerce play, according to a report by Entrackr, citing three sources aware of the details of the plan.

“Flipkart will launch 10-15 minutes delivery in at least a dozen cities in the next six to eight weeks,” said one of the sources requesting anonymity. “It’s building up a chain of dark stores across several cities including Bengaluru, Delhi (NCR) and Hyderabad among others.”

As Flipkart ventures into quick commerce, experts foresee its rapid growth potentially overshadowing traditional e-commerce in India. A 2022 Redseer report estimates the total addressable market for quick commerce in India to be nearly valued at $45 billion. Notably, quick commerce has displayed remarkable resilience in recent years, with the success of platforms like Zepto and Zomato’s Blinkit convincing investors of its promising future in the Indian market.

Zepto secured a unicorn round, whereas Blinkit (formerly Grofers) witnessed a notable turnaround, and Swiggy Instamart experienced significant growth, highlighting their ability to scale up while enhancing margins for their stakeholders.

“If you look at Flipkart’s recent launches, it hints at the firm’s foray into quick commerce. It launched same-day delivery in 20 cities a couple of weeks ago… the company began delivering flowers and cakes around the Valentine season (February 2024),” shared an analyst specializing in e-commerce and quick commerce sectors, who preferred to remain anonymous.

Continue Exploring: Flipkart revives same-day delivery service across 20 cities, taking on Amazon’s Prime model

Reports suggest that Flipkart’s catalog is expected to be broader compared to incumbents like Zepto and Blinkit.

“The company will have a sharp focus on FMCG, grocery and daily essentials but it would also push categories such as electronics, fashion,” added the person quoted above.

It’s noteworthy that existing quick commerce players have been consistently broadening and diversifying their product offerings as well.

Continue Exploring: Quick commerce platforms Blinkit and Zepto expand into e-commerce, targeting fashion, beauty, electronics, and more

Responding to queries, a Flipkart spokesperson said they are working towards delivering a wide range of products with speed. “Over the past few months, we have made several investments to enhance our delivery capabilities, including adding same-day delivery in 20 cities. This covers mobiles, essential items, electronics, home appliances, fashion, books and lifestyle products,” said the spokesperson. “We are committed to meeting evolving customer expectations and delivering excellence in value, selection and speed, with more initiatives expected on this front in the coming months.”

Over the past three years, quick commerce has made substantial strides in the top 15 Indian cities, with the top three players in the segment—Blinkit, Swiggy Instamart, and Zepto—successfully expanding their operations. According to sources, BlinkIt fulfills approximately 600,000 orders daily, while Swiggy InstaMart and Zepto manage around 500,000 and 300,000 orders per day, respectively.

According to sources and publicly available data, Blinkit has an average revenue run rate of INR 12,000 crore in the ongoing fiscal year, while Swiggy Instamart’s ARR (read as GMV) stands at around INR 8,000-8,500 crore. Zepto’s gross merchandise value has neared INR 7,000 crore.

Following its recent funding round, Zepto has emerged notably more assertive, boasting a expanded catalog and intensified marketing efforts.

In contrast, Dunzo, backed by Reliance and Google, experienced a decline in momentum. Failing to secure a new funding round in the past two years, the company reported revenue of only INR 226 crore in FY23, coupled with losses amounting to INR 1,801 crore. Reports suggest that Flipkart has entered discussions regarding a potential acquisition of the Kabeer Biswas-led firm.

Continue Exploring: Cash-strapped Dunzo promises to settle outstanding payments to former employees by March-end

While these developments may appear positive, the undeniable reality is that the market lacks sufficient size to accommodate numerous players, turning this into a battle for survival for most. Alternatively, exploring new operational models that guarantee sustainable growth might be imperative. The overarching trend of expanding catalogs and focusing on higher-value transactions, such as electronics, suggests that the competition will likely persist unabated.

Continue Exploring: Flipkart explores buyout of cash-strapped Dunzo

From scoops to sundaes: Ice cream sales set to soar 15-20% this summer

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March 7, 2024

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Sales of ice creams and dairy products are set to see a notable uptick this summer, with a projected 15-20% increase on the horizon owing to expected above-normal temperatures. Consequently, companies are preparing for a potential exponential surge in sales.

Consumers may not need to pay more to enjoy their favorite ice cream and dairy product brands, as milk procurement prices have fallen and dairies have surplus stocks.

The India Meteorological Department (IMD) predicts higher-than-average summer temperatures this year, accompanied by an increase in the number of heat-wave days. This has led to a surge in demand for leading ice-cream brands.

Continue Exploring: Ice cream sales soar in Gujarat as summer cravings kick in early: Anticipated to break records this season

“Summer is the most anticipated season for our business, especially for categories like ice creams, curd and beverages. We are expecting exponential growth in demand for dairy products in the coming months. Over the last 15 days, ice creams alone have witnessed a significant surge in demand versus the same period last year,” said Manish Bandlish, managing director, Mother Dairy.

‘Amul‘, the renowned dairy product brand under the Gujarat Cooperative Milk Marketing Federation (GCMMF), commanding over 50% of India’s ice cream market, anticipates maintaining its strong sales momentum through the upcoming summer season.

“We have already seen a growth of 25% to 30% in the ice cream segment in the FY24. The growth in ice cream sales in the summer of 2024 is expected to be 30-40% more than last year’s summer season sale,” said Jayen Mehta, managing director, GCMMF.

Businesses have also allocated funds for expanding their capacity and launching new products to cater to the anticipated increase in demand.

“We are fully prepared to match this growing demand and have already augmented our production capacities as well as our distribution infrastructure. As we get into the season, we are all geared up to excite consumers with our delightful offerings of over 30 new products. Overall, we are confident of delivering robust growth in our dairy products portfolio this year,” said Bandlish.

Meanwhile, decreased raw material costs and abundant stocks may enable dairy companies to control production expenses and refrain from hiking product prices. Milk prices have remained consistent over the year, with a decline noted in Maharashtra, one of the leading milk-producing states.

“The dairy companies are offering various schemes to increase ice cream sales. Prices of dairy products are not likely to increase much as milk prices have not increased during this year,” said RS Sodhi, president, Indian Dairy Association.

“The demand is also expected to be more, which can lead to an increase in the overall summer season sale of dairy products by at least 15% to 20% over the previous year,” he said.

Continue Exploring: Amul’s first Ice Lounge in Northern India opens in Lucknow, bringing exotic ice creams from around the globe

ITC’s emphasis on premium products propels personal care business, doubles sales contribution to 38%

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March 7, 2024

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Premium products in the personal care business at ITC have seen a significant surge in contribution to sales, doubling in the last four years to 38%, as highlighted by Sameer Satpathy, the divisional chief executive for the business. Moreover, these premium offerings account for about two-thirds of all the new products launched in the past two years, indicating a strategic emphasis on premiumization within the sector.

According to analysts, the emphasis on premium products has not only aided ITC in achieving break-even in the personal care sector but has also led to consistent quarterly profits in the business.

While Satpathy declined to comment directly on this matter, he noted that the emphasis on premiumization has positively affected the bottom line by enhancing margins.

“Premium products sales have moved up exponentially from pre-pandemic period and doubled to around 38% of our sales. With growing opportunities in the Indian market, we will continue to strengthen our focus on premiumisation. Companies with capabilities to marry technology, innovation, supply chains and sustainability concerns together will gain much more in premium play,” said Satpathy.

Continue Exploring: Shift in Indian beauty market: Fairness creams witness first decline as demand swells for radiance and hydration products

He mentioned that 65% of the recent personal care product introductions belonged to the premium category, contributing to doubling the segment’s prominence from pre-pandemic levels.

Through this business, ITC operates in categories such as body wash, deodorant, skincare, and floor cleanser, constituting the second crucial element of its strategy to expand the non-cigarette fast-moving consumer goods (FMCG) segment. However, the foods business remains the primary revenue and profit driver within ITC’s non-cigarette FMCG business, boasting market leadership across various categories.

ITC holds the position of the second largest player in the shower gel and women’s deodorant segments within the personal care business. Additionally, its herbal floor cleanser has emerged as the market leader in certain regions like the East. In the October-December quarter, ITC saw a year-on-year expansion of 100 basis points in the EBITDA margins of its non-cigarette FMCG business, reaching 11%. Despite facing challenges such as high input costs and subdued demand, ITC has witnessed an upward trend in EBITDA over the past few quarters.

“Non-cigarette FMCG segment Ebitda margin stood at 11% backed by premiumisation, supply chain optimisation, cost management, digital initiatives and judicious pricing actions,” BNP Paribas said in a recent report.

Satpathy mentioned that premium consumers became more consolidated during the pandemic, especially with the emergence of numerous digital channels.

“We jumped a decade as far as digitalisation is concerned. This boosted sales of premium brands and larger packs since such consumers tend to consume more. The cherry on the cake has been quick commerce,” he said.

ITC has downsized its mass-market brand Superia, primarily operating in the soaps segment, due to its limited market share and low margins. The brand is currently available in select rural markets such as the Hindi heartland and Odisha.

Continue Exploring: ITC sees untapped market potential for YiPPee! Noodles, aims for further growth in the North region

Parineeti Chopra-backed personal care startup Clensta hits INR 100 Crore annual run rate, aims for INR 1,000 Crore milestone in three years

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March 7, 2024

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Clensta, a personal care products start-up backed by actress Parineeti Chopra, has reached an annual run rate (ARR) of INR 100 crore in FY24, as reported by company executives on Wednesday. They anticipate this figure to soar to INR 1,000 crore within the next three years.

Puneet Gupta, the founder of Clensta, mentioned that the brand is currently focusing on further penetrating its presence in its existing 57 cities through same-store, same-city growth strategies. Additionally, Gupta highlighted Clensta’s efforts in expanding its global reach through strategic partnerships with prominent players such as the Lulu group in the GCC and UAE, as well as Carrefour in Africa.

Actor-turned-entrepreneur Chopra invested in the sustainable personal care products maker last year, acquiring a minority stake in the company. This direct-to-consumer player sells a range of personal care products, with some utilizing waterless technology.

Continue Exploring: Clensta secures funding boost as Parineeti Chopra backs the sustainable personal care startup

The startup further unveiled the second phase of its Buy1Give1 initiative. For every Clensta product purchased, the company pledges to donate one bottle of drinking water to the underprivileged. This endeavor aligns with their commitment to “ensuring water security for all.

Last year, Clensta secured INR 75 crore in a pre-Series B funding round, spearheaded by TradeCred and co-led by the Royal Family of the UAE and Chopra, among other investors.

The Gurgaon-headquartered company was founded in 2016 by Gupta and began selling the products three years later. In addition to its own platform, Clensta sells its products through ecommerce channels as well as in offline chains including Health and Glow and Tata 1 MG.

Continue Exploring: Clensta taps JM Financial for expansion, fortifying its robust omnichannel presence

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