![]() Local brands are unable to cope with the pricing pressures during inflation and during times like the pandemic their growth is marred. As per executives, the trend of regional giants going national is playing out across categories including snacks, tea, biscuits, detergents, soaps and toothpastes. The Kantar report showed that local dishwash brands Supremo 51 (Madhya Pradesh) and Reflect (Maharashtra) have seen over 100 per cent growth in households over one year, while Balaji Gippi noodles in Gujarat has grown 58 per cent. ![]() The consumer monitoring firm attributed this to innovation and increasing distribution of regional brands. Kantar Worldpanel in a recent report said local brands grew 12.7% by volume between last April and this April, when national brands grew 8.2%. "Now we are moving to the next level with tea parlours and ecommerce, while continuing with quality and innovation." "We are growing faster than many national brands in markets we are present in and have relationships with distributors and customers," Girjesh Rungta, managing director of Rungta Tea, had told ET.
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