FMCG companies watch out, these startups mean business

 FMCG companies watch out, these startups mean business (yourstory.com)

The Indian FMCG market, which is expected to grow to $200 billion by 2020, is set for exciting times with a clutch of startups daring to take on the established players. 

These past few weeks, Manish Chowdhary has been visiting his brother Karan in the US to discuss the future of their company, the Florida-based Fit & Glow Healthcare which is better known for its WOW brand of products. The two have been joined by Fit & Glow’s other two partners, Arvind Sokke and Ashwin Sokke.

Fit & Glow, which is focused on holistic wellness and organic personal care products, recently crossed Rs 50 crore in revenues and is looking for its next phase of growth, including expansion in the global markets. And rightly so. It has become one of the “challenger brands” on Amazon.in and also started exporting its products to the US. In fact, Fit & Glow's WOW is the number one brand in the shampoo category on the e-commerce site.

Challenger brands are those that are looking to take on incumbent brand leaders in their space, in Fit & Glow's case FMCG giants like Procter & Gamble, ITC and Unilever, which dominate the skincare business. CavinCare, Marico and Emami also have a large presence in the skincare business. But it's the food segment which makes up nearly 45 percent of the overall FMCG market and the traditional big brands ruling the space are ITC, Unilever, Dabur, Patanjali and Britannia.

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