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FMCG

When there’s a surfeit of SKUs

Limited space at the ‘kirana’ store is crimping FMCG firms’ launch objectives. Innovative route-to- market approaches can help. (This article was published in The Hindu Business Line Catalyst, April 2, 2015)

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Jostling for the bigger slice

The premium food and beverage market in India is expected to grow rapidly. Going by the traditional business rule book may not be enough.(This article was published in Business Standard-Strategist on July 30, 2012).


Leveraging India’s growing appetite

India’s packaged F&B sector provides an attractive market opportunity with multiple challenges and rich rewards. Investments in the back-end, improved media penetration and the right regulatory enablers could further increase its market potential. (This article was published in Modern Food Processing, September 2011 magazine)

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Leveraging the India Rural Opportunity

Rural markets have been the buzz word in the Indian consumer market for quite some time. However, only a few companies have managed to make a mark in this space. Having a micro-market focus i.e. knowing exactly where you want to sell and modifying your model as per regional characteristics would ensure profitable rural growth for consumer product companies say Rajiv Subramanian and Pankaj Gupta from Tata Strategic Management Group. (This article is published in Financial Express, August 25, 2011)

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Sour short-term, sweet in long run

The verdict on the Budget has been a mixed one. The fine balance between inflation and growth along with the focus on social inclusion has been welcomed by many. However, another section is questioning the absence of ‘big ticket’ reforms to spur growth. At a macro level, the GDP growth estimates of around 9 per cent in 2011-12 should augur well for the consumer sector. In case of the processed food and FMCG sector, there has been an overall positive feedback. While this is prompted by a mix of some negatives and a larger number of positives, one significant and often unsaid positive is the status quo on standard rate of Central Excise Duty at 10 per cent.

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En route another 'white' revolution

Dairy sector is one of the key industries in India as the country is the leading producer and consumer of milk & milk-based products in the world. Although the level of milk processing is low currently, it is likely to increase in the near future with rise in demand for dairy products. The value-added dairy products market in India is expected to treble to Rs.12,000 crore by 2014 from Rs. 4,000 crore in 2009. To tap this opportunity, packaged food players will have to focus on product development, distribution and marketing.  (This article was published in Modern Food Processing, December 2010 magazine)


Wealth in Health

The share of health and wellness foods in the packaged food segment is growing fast - 17 percent in 2002 to 21 percent in 2008. To tap into this growing segment, the packaged food market has introduced several products on the health and wellness (H&W) platform.  The key to successful product development and launch, though would be an understanding of the consumer's perception of the product category. This article was published in Progressive Grocer, India August 2010 magazine)

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Competing Through an Optimal Route-to- Market Strategy

Newer channels, widening product portfolios, expanding consumption occasions and emergence of distinct consumer sub-segments have significantly increased the complexity for Indian consumer facing companies. Companies need to be aware of the triggers that help decide when to review their Route-to- Market (RtM). Having the right RtM strategy would help consumer facing businesses gain market share at an optimal cost say Pankaj Gupta, Practice Head-Consumer & Retail and Rajiv Subramanian, Project Leader of Tata Strategic Management Group. (This article was published in The Hindu Business Line - Brand Line February 4, 2010)

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Cracking the Cost To Serve Conundrum in Rural Markets

Rural India offers attractive growth opportunities across a number of consumer product categories. However, rural market distribution continues to be plagued by problems of limited reach and high cost to serve. Companies need to develop out-of- the box approaches to profitably serve rural markets if they wish to solve the cost to serve conundrum say Pankaj Gupta (Practice Head – Consumer & Retail) and Raghavendra Rao of Tata Strategic Management Group. (This article was published in Outlook Business February 6, 2010)

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Processed Food Industry In India: A Mega Growth Opportunity

The Indian processed food industry’s growth drivers are robust and indicate that the sector holds strong potential to improve on its current growth in the future, provided affordability is further improved and a consistent export policy is adopted, say Pankaj Gupta, Practice Head – Consumer & Retail and Indervir Singh, Project Leader at Tata Strategic Management Group. (This article is published in F&B News magazine December 2009)

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Is Your Supply Chain y2k10-ready?

The next wave of supply chain efficiencies is around the corner with the expected phase out of the central sales tax and other infrastructural improvements. Companies can achieve a bottom-line improvement of 0.7% - 1.0% of sales by restructuring their distribution network. Pankaj Gupta (Practice head-Consumer & Retail), Angshuman Bhattacharya and Paras Mehta of Tata Strategic Management Group analyze the fast changing regulatory landscape and evaluate opportunities for companies for the next wave of competitiveness enhancement. (This article was published in Log India, November 2009)

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Declining costs in consumer non-durables

Declining import duties and indirect taxes could reshape the consumer non-durables industry. For the first time since liberalization, we could be headed into a deflationary environment.

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