Top Story


Home >> Marketing >> Article

Local FMCG players losing out to MNCs

Font Size   16
Local FMCG players losing out to MNCs

Indian FMCG (fast moving consumer goods) companies have been gradually losing market share to multinational corporations (MNCs) in a number of product categories.

In the past five years, MNCs have managed to take a lead over local competition in the consumer durables category, while in most other categories the market is divided almost equally between the two.

Till the late 1990s, Indian players like Videocon, BPL and Onida dominated the colour television (CTV) market with a 65 per cent market share.

But with the arrival of aggressive Korean players like LG and Samsung, the share of the local players has shrunk to less than 50 per cent in 2004. In other consumer durable categories, like refrigerators and washing machines, Indian manufacturers have seen a steeper slide.

In detergents too, HLL, P&G and Henkel control a little more than 50 per cent of the market.

Although Nirma, the Indian player that had successfully fought the MNCs, has lost some ground in recent years, smaller brands like Ghari, Double Dog and Fena are stymieing the MNCs’ growth.


Baba Ramdev brought his sharp wits for an interview with e4m where he promised to disrupt more markets and spoke about he the way he created a brand through consistent and selfless work

GroupM is in talks with several digital clients currently with its other agencies to shift them to Essence, which is looking at a major expansion plan in 2018

Thomas, Chief Marketing Officer, Diageo India, gives us a peek into the marketing strategy for McDowell’s No 1 Soda, its creation of ‘No 1 Yaari Jam,’ their own set of 4Ps and importance of content

NewsCode, a hyper local online news platform was launched last night with a network of over 350 local reporters in Karnataka and Jharkhand. Apurv Swarup, the co-founder talked to Exchange4Media about his vision

Voot, which is producing almost 4X content on an overall basis on the reality drama, is gunning for big numbers both on viewership and advertising revenue

YouTube today released its annual year-end edition of the YouTube Ads Leaderboard 2017 capturing the most celebrated ads that received maximum views, shares, and love from audiences across India

Real world study of Appier's network shows significant benefits of AI over traditional rule-based systems