In India’s fast-moving consumer goods (FMCG) sector, price is both a battleground and a balancing act. With inflationary pressures, evolving consumer preferences, and fierce competition from both traditional players and D2C challengers, FMCG brands today face an urgent question: how can they stay competitive on price without eroding profit margins?
This is not a theoretical dilemma — it’s a daily operational challenge. Whether it’s a multinational like HUL or a homegrown brand such as Patanjali, every FMCG player is now forced to innovate not just in products but in pricing itself.
The Pricing Dilemma in FMCG
The Indian FMCG market, valued at over $170 billion and expected to touch $220
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