Post on 14-Apr-2018
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FMCG
For updated information, please visit www.ibef.org
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Contents
Advantage India
Market overview and trends
Growth drivers
Success stories: Major players
Opportunities
Useful information
For updated information, please visit www.ibef.org
FMCGMARCH
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FMCG
For updated information, please visit www.ibef.org ADVANTAGE INDIA
Advantage India
Advantage
India
Rising incomes and a growingyoung population have been thekey growth drivers for the sector
Brand consciousness have alsoaided demand
Rural demand is set to rise withrising incomes and greaterawareness of brands
Low penetration levels inrural market offers room forgrowth
There is a growing marketfor premium products
Exports is another growthsegment
Industry witnessed healthy FDIinflows as the sector accounted for1.9 per cent of the countrys total FDI
inflows over April 2000 - September2012
Many players are pursuing inorganicgrowth by acquiring regional players
Investment approval of up to 100 percent foreign equity in single brandretail and 51 per cent in multi-brand
retail
Introduction of Goods and Service Tax(GST) as a single unified tax systemlikely from April 2013
Market size:
USD74
billion
2018E
Market size:
USD30
billion
2011
Notes: Emami, Market size estimates from Technopak
2018E - estimated figure for 2018
Growing demand Attractive opportunities
Increasing investments Policy support
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Contents
Advantage India
Market overview and trends
Growth drivers
Success stories: Major players
Opportunities
Useful information
For updated information, please visit www.ibef.org
FMCGMARCH
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55For updated information, please visit www.ibef.org MARKET OVERVIEW AND TRENDS
The FMCG market has four mainsegment
Source: HUL
Notes: OTC is over the counter products; ethicals are a range of pharma products
FMCG
FMCG
Household care Personal care Food & Beverages
Fabric wash, Householdcleaners Oral care, hair care, skin
care, cosmetics/deodorants,
perfumes, feminine hygiene
and paper products
Health beverages,staples/cereals, bakery
products, snacks,chocolates, ice cream,
tea/coffee/soft drinks,processed fruits and
vegetables, dairy products,and branded flour
Health care
OTC products and ethicals
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66For updated information, please visit www.ibef.org MARKET OVERVIEW AND TRENDS
Source: IDFC, Business Today, Aranca Research
Notes: Gross block of FMCG is the total value of all the assets in the sector
Evolution of FMCG in India
FMCG
FMCG is the fourth largest sector in the Indian economy
Indian FMCG industry (USD
billion)
Gross block of FMCGindustry (USD billion)
Market size of chocolates
(USD million)
Market size of personal
care (USD billion)
HULs share in FMCG
market (%) >50%
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The FMCG sector in India generated revenues worth
USD34.8 billion in 2011, a 15.2 per cent r ise compared
to the previous year
The st rong growth in 2011 should come as no surprise
given the impressive performance of the sector overthe years
Over 2006-11, the sectors revenues posted a CAGR of
17.3 per cent
Trends in FMCG revenues over the years (USD billion)
Source: Dabur, AC Nielsen, Aranca Research
MARKET OVERVIEW AND TRENDS
FMCG
15.717.8
21.3
24.2
30.2
34.8
2006 2007 2008 2009 2010 2011
CAGR
17.3 %
Strong growth in the Indian FMCGsector
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Food products is the leading segment, accounting
for 43.0 per cent of the overall market
Personal care (22.0 per cent) and fabric care (12.0 per
cent) are the other leading segments
Market break-up by revenues (2009)
Source: Dabur, Aranca Research
MARKET OVERVIEW AND TRENDS
FMCG
43%
22%
12%
8%
4%
4%2%
5%Food products
Personal care
Fabric care
Hair care
Households
OTC products
Baby care
Others
Food products and personal care togethermake up two-thirds of the sectors revenues
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The urban segment is the largest contributor to the
sector, accounting for over two-thirds of total revenue
Semi-urban and rural segments are growing at a
rapid pace; they currently account for 33.5 per cent of
revenues
FMCG products account for 53.0 per cent of total rural
spending
Urban-rural revenue break-up (2011)
Source:Dabur, AC Nielsen, Aranca Research
MARKET OVERVIEW AND TRENDS
FMCG
66.5%
33.5% Urban
Rural
The urban market accounts for a majorchunk of revenues
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The urban FMCG market in India has been growing at
a fairly steady and healthy rate over the years;
encouragingly, the growth in rural markets has been
more fast-paced
During FY11, more than 80 per cent of FMCG productsposted faster growth in rural markets as compared to
urban ones
Notable high growth sectors include salty snacks,
refined edible oil, healthcare products, iodised salt,
etc
Growth in urban and rural FMCG markets (FY11)
Source:AC Nielson, Aranca Research
Notes: UR - Urban Rural
MARKET OVERVIEW AND TRENDS
FMCG
24%28%
42%
27%
11%11%
14%
16% 19% 21%
0%
5%
10%
15%
20%25%
30%
35%
40%
45%
0%
10%
20%
30%
40%
50%
60%
70%
Urban Rural UR Growth %
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2013
The rural segment is fast catching up
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Hair oils, toothpastes and shampoos have significantly
high penetration in both urban and rural markets
Instant noodles, floor cleaners and hair dyes are
picking up in the rural areas due to increased
awareness
Penetration levels of few top selling FMCG (2011)
Source:Dabur,AC Nielsen, Aranca Research
MARKET OVERVIEW AND TRENDS
FMCG
42%
37%
67%
18%
18%
3%
2%
4%
77%
57%
80%
32%
59%
19%
5%
26%
0% 20% 40% 60% 80%
Toothpaste
Shampoo
Hairoil
Skin cream
Mosquito repellent
Instant noodles
Hair dye
Floor cleaner
Urban Rural
Penetration levels vary; grocers remainthe main sales channel (1/2)
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1212For updated information, please visit www.ibef.org
A total of 7.8 million retail outlets sell FMCG in India
Grocers are the dominant retail format, accounting for
59.0 per cent
Sales channel breakdown (2010)
Source:AC Nielson, Aranca Research
MARKET OVERVIEW AND TRENDS
FMCG
59%
13%
8%
6%
3%6%
5%Grocers
General stores
Chemists
Paan plus
Food stores
Modern trade
Others
Penetration levels vary; grocers remainthe main sales channel (2/2)
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Market Leader Others
Hair Oil 42% 15% 8% 5%
Shampoo 46% 24% 10% 6%
Oral care 50% 23% 13%
Skin care 59% 7% 7% 6%
Fruit juice 52% 35%
Source
: Industry estimates
FMCG
Market share of companies in a fewFMCG categories
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1414For updated information, please visit www.ibef.org MARKET OVERVIEW AND TRENDS
Notable trends in FMCG (1/2)
Consolidation Indian FMCG companies are consolidating their existing business portfolios
Product innovation Several companies have started innovating or customising their existing product
portfolios for new consumer segments
Brand consciousness
Consumers are becoming more brand conscious and prefer lifestyle andpremium range products given their increasing disposable income
FMCG
Expanding horizons A number of companies are exploring the business potential of overseas
markets and several regional markets
Backward integration Backward integration is becoming the preferred strategy for increasing profit
margins
Focus on rural market Companies are now focusing on the rural market segment which is growing at
a rapid pace and contributes about 33 per cent to the total FMCG market
Expanding distribution
networks Companies are now focused on improving their distribution networks to expand
their reach in rural India
Source:Aranca Research
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1515For updated information, please visit www.ibef.org MARKET OVERVIEW AND TRENDS
Notable trends in FMCG (2/2)
Third-party
manufacturing
This approach has helped FMCG companies focus on front-end marketing
Reservation of several items for SSI as well as additional tax incentives have
made third party manufacturing a popular route for many big players
Rising importance of
smaller-sized packs
Companies are increasingly introducing smaller stock keeping units at reduced
prices. This helps them to sustain margins, maintain volumes from price-
conscious customers and expand their consumer base
Increased hiring from tier
II/III cities
Small towns are emerging as significant hiring zones. FMCG companies are
hiring field staff from areas such as Kalpa (Himachal Pradesh), Mangaliya
(Madhya Pradesh), Kota (Rajasthan), and Shirdi (Maharashtra) to sell diverse
products
FMCG
Focus on enhancing
presence in Africa
FMCG companies entering Africa as it helps to be close to consumption markets
within Africa
Such foreign investments are encouraged by local governments, as they offerincentives to enter the markets
Reducing carbon footprint
and eco-friendly products
FMCG players in India are increasingly focussing on reducing their carbon
footprint by creating eco-friendly products. They generate the required energy
from renewable sources and earn CER credits for the same
Source:AC Nielson, Aranca Research
Notes: CER - Certified Emission Reductions; SSI - Small Scale Industry
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Contents
Advantage India
Market overview and trends
Growth drivers
Success stories: Major players
Opportunities
Useful information
For updated information, please visit www.ibef.org
FMCGMARCH
2013
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1717For updated information, please visit www.ibef.org GROWTH DRIVERS
FMCG
Rise of rural
consumers
Growing
popularity of
organised retail
FDI support
Increasing per
capita income of
urban and rural
population
Governments
pro-industry
policies
Source: Aranca Research
Notes: FDI - Foreign Direct Investment
Growth drivers of the FMCG sector inIndia
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Per-capita income in the country expanded at a CAGR
of 12.5 per cent over 2001-11
Strong income growth is set to continue in future as
well; IMF forecasts point to a CAGR of 8.8 per cent
over 2012-17 to USD2,428.5
An important consequence of rising incomes is
growing appetite for premium products, primarily in
the urban segment
Indias per capita income at current prices (USD)
Source: IMF, Aranca Research
Notes: F - Forecasted, CAGR - Compound Annual Growth Rate
GROWTH DRIVERS
FMCG
-5%
0%
5%
10%
15%
20%
25%
30%
0
500
1,000
1,500
2,000
2,500
3,000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012F
2013F
2014F
2015F
2016F
2017F
Per capita income,USD Annual growth rate
Higher incomes have aided growth inboth urban and rural markets
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1919For updated information, please visit www.ibef.org
The Indian government has been supporting the rural
population with higher MSPs, loan waivers, and
disbursements through the NREGA programme
These measures have helped in reducing poverty in
rural India and have thus propped up ruralpurchasing power
Total funds released by government for NREGA(USD billion)
Source: NREGA, Aranca Research
GROWTH DRIVERS
FMCG
Notes: MSP - Minimum support price,
NREGA - National Rural Employment Guarantee Act
6.2
7.0 7.3
6.1
FY09 FY10 FY11 FY12
Government initiatives for ruraldevelopment
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2020For updated information, please visit www.ibef.org
Growing awareness, easier access, and changing
lifestyles has meant growing consumer spending in
modern retail stores
Spending at modern retail stores in India shot up by 31
per cent in 2011 compared to the previous year
Modern retail spending is expected to shoot up to
USD5 billion in 2015 from USD1.8 billion in 2011
Contribution of private label in modern trade (2011)
Source: AC Nielson, Aranca Research
GROWTH DRIVERS
FMCG
37%
27%
23%
23%
22%
17%
17%
15%
13%
13%
0% 10% 20% 30% 40%
Packaged rice
Floor cleanser
Tissue paper
Glass cleansers
Packaged atta
Phenyls
Bread
Toilet cleansers
Packaged ghee
Jams and jelly
Increasing awareness and easier accessis driving growth of modern retail
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2121For updated information, please visit www.ibef.org
The sector has been witnessing healthy FDI inflows
over the years; in fact, during FY01-13*, FMCG
accounted for 1.9 per cent of total inflows
Within FMCG, food processing was the largest
recipient; its share was 46.8 per cent
Cumulative FDI inflows * (USD million)
Source: DIPP, Aranca Research
GROWTH DRIVERS
FMCG
* April 2000 - Sep 2012
1661.9
861.4
509.9
366.6
100.9
42.7
0 500 1,000 1,500 2,000
Food processing
Paper, pulp
Soap, cosmetics
Vegetable oil
Tea,Coffee
Retail trading
FDI inflows have also gone up over theyears
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Policy and regulatory framework
GROWTH DRIVERS
FMCG
Goods and service tax
(GST)
GST for the purpose of integrating multiple indirect taxes under a unified tax
system is likely to be implemented in 2013
The rate of GST on services is likely to be 16 per cent and on goods is proposed
to be 20 per cent
Excise duty
The current excise duty is 12 per cent
However, for consumers, it is expected that there will be more money to spend
on FMCG products as income tax exemptions limits have been hiked to
INR200,000
Relaxation of license rules
Industrial license is not required for almost all food and agro-processing
industries, barring certain items such as beer, potable alcohol and wines, cane
sugar, and hydrogenated animal fats and oils as well as items reserved for
exclusive manufacture in the small-scale sector
Statutory Minimum Price
In October 2009, the government amended the Sugarcane Control Order, 1966,
and replaced the Statutory Minimum Price (SMP) of sugarcane with Fair and
Remunerative Price (FRP) and the State-Advised Price (SAP)
FDI in organised retail
The government recently approved 51 per cent FDI in multi-brand retail, which
will boost the nascent organised retail market in the country
It also allowed 100 per cent FDI in the cash and carry segment and in single-
brand retail
Source: Aranca Research
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2323For updated information, please visit www.ibef.org GROWTH DRIVERS
Source: Aranca Research
Goods and Service Tax
(GST)
System changes and transition management
Changes need to be made to accounting and IT
systems in order to record transactions in line
with GST requirements
Appropriate measures need to be taken to
ensure smooth transition to the GST regime -
through employee training, compliance under
GST, customer education and inventory credit
tracking
Supply chain structure
Introduction of GST as a unified tax regime will
lead to a re-evaluation of procurement and
distribution arrangements
Removal of excise duty on products would result
in cash flow improvements
Cash flow
Tax refunds on goods purchased for resale
implies a significant reduction in the inventory
cost of distribution Distributors are also expected to experience
cash flow from collection of GST in their sales,
before remitting it to the government at the end
of the tax-filing period
Pricing and profitability
Elimination of tax cascading is expected to lower
input costs and improve profitability
Application of tax at all points of supply chain is
likely to require adjustments to profit margins,
especially for distributors and retailers
FMCG
New Goods and Service Tax (GST) wouldsimplify tax structure
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Key M&A deals in the industry (1/2)
GROWTH DRIVERS
FMCG
Target name (segment) Acquirer name (segment) Merger/Acquisition
United Spirits Diageo Plc. Acquisition
Hobi Kozmetik, Turkey Dabur Acquisition
L.D. Waxson, Singapore Wipro Consumer Acquisition
Halite Personal Care India PrivateLimited (Personal Care ) Marico Ltd (Food and Personal Care) AcquisitionParas Pharma (Personal Care) Marico Ltd (Food and Personal Care) Acquisition
Namaste group (Personal Care) Dabur (Food) Acquisition
Cosmetica Nacional (Cosmetics) Godrej Consumer Products Ltd Acquisition
CC Health Care Products Pvt Ltd (Cosmetics) Colgate-Palmolive India Ltd ( Cosmetics and Toiletries) Acquisition
Eastern Condiments Pvt Ltd (Food - Misc/Diversified) McCormick & Co Inc (Food-Misc/Diversified) Acquisition
Vietnam Spice Unit (Food and beverages) Bafna Enterprises (Food and Beverages) Acquisition
Noble Hygiene Pvt Ltd (Household and Personal Products) Bennett Coleman & Co Ltd (Publishing) Acquisition
Hobi Kozmetik, Turkey (Personal Care Products) Dabur India (Personal Care) Acquisition
Source: Company websites, Bloomberg, Aranca Research
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Key M&A deals in the industry (2/2)
GROWTH DRIVERS
Target name (segment) Acquirer name (segment) Merger/Acquisition
Argencos, Argentina (Hair Care Products)Godrej Consumer Products Ltd (Home and Personal
Care)Acquisition
Lotte India Corp Ltd (Food) Lotte Confectionery Co Ltd, South Korea (Food) Acquisition
Megasari, Indonesia (Soap and cleaning products ) GCPL (Home and personal care) Acquisition
Issue Group, Argentina (Hair products) GCPL (Home and personal care) Acquisition
Tura, Nigeria (Soap and cleaning products ) GCPL (Home and personal care) Acquisition
Tern Distilleries Pvt Ltd (beverages - wine/spirits) United Spirits Ltd (beverages) Acquisition
Vale Do Ivai SA Acucar E Alcool (sugar and ethanol) Shree Renuka Sugars Ltd (food) Acquisition
Greenol Laboratories Pvt Ltd (tea) Asian Tea & Exports Ltd (food - tea) Acquisition
Olyana Holding LLC (tea)UK-based Borelli Tea Holdings Ltd, a wholly-owned
unit of Mcleod Russel India LtdAcquisition
Garden Namkeens Pvt Ltd (food - misc.) Cavinkare Pvt Ltd (food) Acquisition
Bacardi Martini India Ltds 26 per cent shares from
Gemini Distillery Private Ltd (beverages)Bacardi Martini BV, Netherlands (beverages) Acquisition
Godrej Hygiene Care Pvt Ltd (home care)Godrej Consumer Products Ltd
(home care)Merger
Britannia New Zealand Foods Pvt Ltd (joint venturepartner Fonterra Cooperative Group Ltd) (food)
Britannia Industries Ltd (food) Acquisition
FMCG
Source:Bloomberg, Aranca Research
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Contents
Advantage India
Market overview and trends
Growth drivers
Success stories: Major players
Opportunities
Useful information
For updated information, please visit www.ibef.org
FMCGMARCH
2013
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2727
115.9
130.7170.3
230.7
284.0 302.8
145.8
FY07 FY08 FY09 FY10 FY11 FY12 H1FY13
For updated information, please visit www.ibef.org SUCCESS STORIES: MAJOR PLAYERS
FMCG
Salient features
Niche category player and innovator
Key brands are strong market leaders in theirrespective categories
Portfolio includes Zandu, one of the strongestAyurvedic brands
Over 80 per cent of business comes from wellness
categories
The company's revenues has expanded at a CAGR of21.2 per cent over the last five years
Net sales (USD million)
Source: Company reports, Aranca Research
CAGR 21.2 %
Emami - one of the fastest growingFMCG companies (1/2)
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2828For updated information, please visit www.ibef.org SUCCESS STORIES: MAJOR PLAYERS
FMCG
Strategy to
drive revenue
Celebrity
promotion
New
geographies
Brandextension
Rural reach
Productinnovation
Leveraging
existingdistribution
network
Differentiated
value for
moneyproducts
Source: Company reports, Aranca Research
Emami - one of the fastest growingFMCG companies (2/2)
Awards and recognitions
Among Asia's 'Best Under A Billion' 2010 list of
companies compiled by Forbes magazine
Emamis Zandu Balm, Navratna andBoroplus wereranked among the top 20 brands in the countrybyBrand Equity Survey of Economic Times, 2012
Ranked 125th among BT (Business Today) Most
Valuable Companies of India in private Sector
Ranked 272ndamong Fortune 500 Indias largest
corporations on profitability
C
2013
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2929
433.4499.2
596.7711.8
856.2
1,100.6
624.7
FY07 FY08 FY09 FY10 FY11 FY12 H1FY13
For updated information, please visit www.ibef.org SUCCESS STORIES: MAJOR PLAYERS
FMCG
Sales (USD million)
Source: Company reports, Aranca Research
CAGR 20.4 %
Dabur - riding on strong brand equity inIndia (1/2)
Salient features
Among top four FMCG companies in India
10 brands with sales worth over USD20 million each
Wide distribution network covering 2.8 millionretailers across the country
17 world-class manufacturing plants catering to
needs of diverse markets
Over 30 per cent of revenues generated from
international markets
2013
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3030For updated information, please visit www.ibef.org SUCCESS STORIES: MAJOR PLAYERS
FMCG
Strategy
Expand
AcquireInnovate
Source: Company reports, Aranca Research
Dabur - riding on strong brand equity inIndia (2/2)
Awards and recognitions in 2011-12
Ranked 53rdamongst the worlds top 100 beauty
companies in WWD Beauty Inc.s top 100 2012
Ranked 33 in Indias 100 most valuable brands, 2012
by 4Ps Business and Marketing magazine
Ranked 184 in Fortune India 500 list
Ranked 78 in Super - 100 (Business India)
Ranked 45 among Most Trusted Brands in India(Brand Trust Report, India Study, 2011)
Dabur Uveda range of Ayurvedic skin care productslisted amongst the '30 New Beauty Finds' by India
Today Woman
During FY12, Dabur ranked as the second-most Social
Brand of India
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3131
Contents
Advantage India
Market overview and trends
Growth drivers
Success stories: Major players
Opportunities
Useful information
For updated information, please visit www.ibef.org
FMCGMARCH
2013
FMCGMARCH
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3232For updated information, please visit www.ibef.org OPPORTUNITIES
Source:Assorted articles and reports, AC Nielson, Aranca Research
FMCG
Rural market
Leading players of consumer products have a strong distribution network in rural
India; they also stand to gain from the contribution of technological advances such
as internet and e-commerce to better logistics
Rural FMCG market size is expected to touch USD100 billion by 2025
Innovative products
Indian consumers are highly adaptable to new and innovative products. For
instance there has been an easy acceptance of mens fairness creams, flavoured
yoghurt, and cuppa mania noodles
Premium products
With rise disposable incomes mid- and high-income consumers in urban areas have
shifted their purchase trend from essential to premium products
In response, firms have started enhancing their premium products portfolio
Sourcing base
Indian and multinational FMCG players can leverage India as a strategic sourcing
hub for cost-competitive product development and manufacturing to cater tointernational markets
Penetration
Low penetration levels offer room for growth across consumption categories
Majors players are focusing on rural markets to increase their penetration in those
areas
Growth opportunities in the IndianFMCG industry
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3333
Contents
Advantage India
Market overview and trends
Growth drivers
Success stories: Major players
Opportunities
Useful information
For updated information, please visit www.ibef.org
FMCGMARCH
2013
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3434For updated information, please visit www.ibef.org USEFUL INFORMATION
IndustryAssociations (1/3)
Indian Dairy AssociationSecretary (Establishment)
Indian Dairy Association, Sector - IV, New Delhi - 110022
Phone: 91-11-26170781, 26165355, 26179780; Fax: 91-11-26174719
E-mail: ida@nde.vsnl.net.in
Website: w ww.indairyasso.org
All India Bread Manufacturers AssociationPHD House, 4/2, Siri Institutional Area, August Kranti Marg,
New Delhi - 110016
Phone: 91-11-26515137; Fax: 91-11-26855450
E-mail: aibma@rediffmail.com; mallika@phdcci.in
Website: www.aibma.com
All India Food Preservers Association206, Aurobindo Place Market Complex
Hauz Khas, New Delhi - 110016Phone: 91-11-26510860, 26518848; Fax: 91-11-26510860
Website: www.aifpa.net
FMCG 2013
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Industry Associations (2/3)
Federation of Biscuit Manufacturers of IndiaPHD House, 4/2, Siri Institutional Area, August Kranti Marg,
New Delhi - 110016
Phone: 91-11-26515137; Fax: 91-11-26855450
E-mail: fbmi@rediffmail.com; mallika@phdcci.in
Website: www.biscuitfederation.com
Indian Soap & Toiletries Manufacturers AssociationRaheja Centre, 6th Floor, Room No 614, Backbay Reclamation,
Mumbai - 400021
Phone: 91-22-2824115; Fax: 91-22-22853649
E-mail: istma@bom3.vsnl.net.in
Indian Soft Drinks Manufacturers' Association702, Ansal Bhawan, 16 KG Marg, New Delhi - 110001Phone: 91-11-46470200; Fax: 91-11-23327747
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3636For updated information, please visit www.ibef.org USEFUL INFORMATION
Industry Associations (3/3)
The Solvent Extractors' Association of India142, Jolly Maker Chambers, No 2, 14th Floor, 225, Nariman Point,
Mumbai - 400021
Tel: 91-22-22021475, 22822979; Fax: 91-22-22021692
E-mail: solvent@mtnl.net.in
Website: www.seaofindia.com
Vanaspati Manufacturers Association of India903, Akashdeep Building, 26 - A, Barakhamba Road,
New Delhi -110001
Phone: 91-11-23312640; Fax: 91-11-23315698
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Glossary
FDI: Foreign Direct Investment MSP: Minimum Selling Price NREGA: National Rural Employment Guarantee Act FY: Indian financial year (April to March)
So FY09 implies April 2008 to March 2009
SEZ: Special Economic Zone MoU: Memorandum of Understanding USD: US Dollar
Conversion rate used: USD 1= INR 48
Wherever applicable, numbers have been rounded off to the nearest whole number
USEFUL INFORMATION
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