Key Points
Mumbai: Local and regional firms have reached up to 31% more households in segments such as biscuit, soap, washing powder and detergent in the September quarter, prompting chief executives at top consumer goods companies to call out the resurgence of smaller brands and its impact on their sales growth...
Local brands' penetration expanded 4% in laundry bars and 13% in washing powder compared to bigger rivals which saw 0-3% growth, according to latest data from market research firm Kantar..
Even in the soap category, smaller firms grew 31% while national brands clocked a tepid 2% increase..
For several years, homegrown brands have been stealing market shares from leading consumer product companies, especially in soaps, detergents, hair oil, tea and biscuits..
"Local brands have sizable penetration across the key categories; and barring edible oil and tea, they have managed to either hold on to improve their penetration significantly, like in the case of salty snacks or biscuits," said K. Ramakrishnan, managing director, South Asia, Worldpanel division, Kantar...
