Key Points
FMCG cos are targeting the mass segment by launching digital first products at lower prices due to the growth of e-commerce..
This shift includes companies like Parle Products, Emami, Dabur, and Hindustan Unilever (HUL), driven by the need to reduce online costs and increase volume sales...
Fast moving consumer goods (FMCG) companies have started launching digital or e-commerce first product packs at lower price points and targeting the mass segment with specific products, a shift from their earlier strategy of focusing on the premium or niche segment with such launches...
Executives at several companies said the shift towards mass segment for digital first products is after e-commerce as a channel has become a large one and is the fastest growing for several quarters now, and to drive volume or unit sales there to reduce the online cost of operation...
This was bound to happen since volumes for digital first or digital products will only come when prices come down or there are new products targeting mass segment, said Parle Products senior category head Mayank Shah..
