FMCG brands are looking at double-digit growth after a long low spell: Ambika Sharma, Founder & MD, Pulp Strategy

FMCG brands are looking at double-digit growth after a long low spell- Ambika Sharma, Founder & MD, Pulp Strategy

After two years long halt, this year’s festive season is much anticipated from consumer and brand perspectives. According to the latest Axis my India report, 20% of consumers plan to shop more this festive season. The brands, therefore, are expected to see a surge in demand for the products. The festive season is around the corner, and we are doing a series to understand the festive zeal among brands. We will peek into the FMCG industry and talk with brands about the effect of Indian festivals on the industry.

Ambika Sharma, Founder & MD, Pulp Strategy:

How is this going to affect the FMCG brands?

FMCG brands are looking at double-digit growth after a long low spell. This growing season started with Raksha Bandhan and is expected to continue for the festival season. There are great expectations from the rural segment, which will have an excellent boost to volumes. We hope some of this boost will also sustain beyond the festival season into the following year.

What are the plans ahead?

Brands are looking for a mix starting from new launches, including SKUs, subcategories, flavors, and new products. From a distribution perspective, collaborations and distribution partnerships are also on the cards. As the industry gears up to meet the festival season, we will see a spike in advertising and media interventions as brands work towards improved discovery and adoption.

What kind of campaigns are planned around the festivals?

We expect Festival campaigns to focus on growth, resilience, and community bonding, even though each brand has its communication strategy and plan. Digital is set to get the lion’s share of the mix. We are at the cusp of a fascinating creative landscape in the next few weeks.




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