FMCG Aug15

FMCG
AUGUST2015
For updated information, please visit www.ibef.org
FMCG
Executive Summary...3
Advantage India.5
Market Overview and Trends...7
Porters Five Forces Analysis ........23
Strategies Adopted..25
Growth Drivers..27
Opportunities....38
Success Stories...42
Useful Information....46
AUGUST2015
FMCG
EXECUTIVE SUMMARY (1/2)
CAGR: 17%
Favourable demographics and

rise in income level to boost
FMCG market
100
18.92
2015
(USD Billion)
CAGR: 18.1%
2025E
103.7
47.3
Rise in rural consumption to

drive the FMCG market
2015
2020E
(USD Billion)
CAGR: 13.3%
Total consumption
expenditure set to increase
The rural FMCG market

expected to increase at a
CAGR of 18.1 per cent to
USD100 billion during 2012
25E. The overall rural FMCG
consumption continues to grow
at 12.5 per cent during 2013-14
3,600
1,328
2012
Overall FMCG market expected

to increase at a CAGR of 17
per cent to USD103.7 billion
during 201520E
2020
Total consumption expenditure

to reach nearly USD3600 billion
by 2020 from USD1328 billion
in 2012
(USD Billion)
Source: World Bank, Emami Reports, Dabur Reports, AC Nielsen, McKinsey Global
Institute (MGI) titled The Bird of Gold, Booz & Company, TechSci Research
AUGUST2015
FMCG
EXECUTIVE SUMMARY (2/2)
CAGR: 42.7%
Indias online retail to be more

than seven times in next five
years
14.5
3.5
2014
2018E
CAGR: 10.8%
267
160
Indias middle income class to

be thrice the total population in
Germany by 2016
2011
2016
2011
The online retail market is

expected to grow from USD3.5
billion to USD14.5 billion (from
10 per cent to more than 15 per
cent of the organised retail
market) during FY14-FY18E
2016
Indias middle income

population estimated to reach
267 million by 2016 from 160
million in 2011
CAGR: 4.3%
631
411
Rural Indias per capita

disposable income set to
increase
2010
2020
2010
Rural Indias per capita

disposable income is estimated
to rise to USD631 in 2020 from
USD411 in 2010
2020
Source: Emami Reports, Dabur Reports, AC Nielsen, McKinsey Global Institute (MGI) titled The Bird of Gold, TechSci Research
Note: Germany population is estimated to reach 81.26 million by 2016
AUGUST2015
FMCG
ADVANTAGE INDIA
AUGUST2015
FMCG
ADVANTAGE INDIA
Growing demand
Growing demand
2015
FMCG
market size:
USD47.3
billion
Attractive opportunities
Rising incomes and growing youth

population have been key growth
drivers of the sector. Brand
consciousness has also aided demand
First Time Modern Trade Shoppers

spend is estimated to triple to USD1
billion by 2015
Tier II/III cities are witnessing
faster growth in modern trade
Low penetration levels in rural market

offers room for growth
Disposable income in rural India has

increased due to the direct cash
transfer scheme
Growing demand for premium products

Exports is another growth segment
2020E
FMCG
market size:
USD103.7
billion
Advantage
India
Policy support
Higher investments
Many players are expanding into new

geographies and categories
Organised retail share is expected to

double to 14-18 per cent of the overall
retail market by 2015
Investment approval of up to 100 per

cent foreign equity in single brand retail
and 51 per cent in multi-brand retail
Initiatives like Food Security Bill and

direct cash transfer subsidies reach
about 40 per cent of households in India
The minimum capitalisation for foreign

FMCG companies to invest in India is
USD100 million
Source: Emami, E Estimates,
TechSci Research
AUGUST2015
FMCG
MARKET OVERVIEW AND TRENDS

AUGUST2015
FMCG
THE FMCG MARKET HAS THREE MAIN SEGMENTS
FMCG
Food & beverages
Health care
Household and Personal care
19%*
33%*
48%*
OTC products and ethicals
Oral care, hair care, skin care,

cosmetics/deodorants, perfumes,
feminine hygiene and paper
products, Fabric wash, household
cleaners
Health beverages, staples/cereals,

bakery products, snacks, chocolates,
ice cream, tea/coffee/soft drinks,
processed fruits and vegetables,
dairy products, and branded flour
Source: Dabur, TechSci Research

Notes: OTC is over the counter products; ethicals are a range of pharma products,
* As on June 2015
AUGUST2015
FMCG
EVOLUTION OF THE INDIAN FMCG SECTOR
FMCG is the fourth largest sector in the Indian economy
Household and Personal Care is the leading segment, accounting for 48 per cent of the overall market. Health care (33 per
cent) and Food & Beverages (19 per cent) comes next in terms of market share
Growing awareness, easier access, and changing lifestyles have been the key growth drivers for the sector
Retail market in India is estimated to reach USD869 billion by 2015, with organised retail accounting for a 8 per cent share;
this is likely to boost revenues of FMCG companies
Indian FMCG industry

(USD billion)
9.0
47.3
2015E
2010-15
Market size of chocolates
(USD million)
<100
1,441
2015
Market size of personal care

(USD billion)
<3
22.7
2015
HULs share in FMCG market

(Personal care) (per cent)
>50
13
2015
2000
Source: Dabur Annual Report, Economic Times, Emami Annual Report, Mckinsey Global Institute, CII, TechSci Research
AUGUST2015
FMCG
STRONG GROWTH IN THE INDIAN FMCG SECTOR
Trends in FMCG revenues over the years
(USD billion)
The FMCG sector in India generated revenues worth

USD47.3 billion in 2015
Over 2007-15, the sector posted a CAGR of 13 per cent in

revenues
103.7
CAGR: 13%
17.8
21.3
24.2
2007
2008
2009
30.2
2010
34.8
36.8
2011
2012
44.9
47.3
2013
2015
2020E
Source: Booz & Company, Dabur, AC Nielsen, TechSci Research,

Note: F - Forecast
AUGUST2015
10
FMCG
FOOD AND PERSONAL CARE MAKE UP TWO-THIRDS OF REVENUES (1/2)
Market break-up by revenue (FY15)
Hair Care is the leading segment, accounting for 23.0 per

cent of the overall market in terms of revenue
Food Products is the second leading segment of the sector

accounting for 19.0 per cent followed by health supplements
which is 18.0 per cent
5%
Foods
19%
14%
Health supplements
Digestives
6%
OTC & Ethicals

18%
Hair Care
Home Care
Oral Care
23%
6%
9%
Skin Care
AUGUST2015
11
FMCG
FOOD AND PERSONAL CARE MAKE UP TWO-THIRDS OF REVENUES (2/2)
Household and Personal Care products are the largest FMCG segment, constituting around 48 per cent of the total market,
followed by health care products (33 per cent)
Salty snacks was the fastest growing FMCG category in 2013 with a growth rate of 25 per cent
Other categories such as packaged Atta, chocolates, and non-refined oil grew over 20 per cent in 2013, as companies
aggressively focused on increasing their penetration
Sales in biscuits, refined oil, soap, and washing powder (among the top five FMCG product categories) grew 410 per cent
in 2013
Growth of few top selling FMCG (2013)

7%
Biscuits
20%
10%
Refined Oils
23%
25%
Salty Snacks
10%
Washing Powder
Non-refined Oil
Chocolate
Packaged Atta
0%
Packaged Atta
0.7
15%
4%
Toilet Soap
Revenue of few top selling FMCG (USD billion), 2013
10%
2013
2012
Chocolate
2.2
29%
30%
Non-refined Oil
Washing Powder
20%
20%
18%
22%
19%
21%
22%
20%
1.4
4.4
2.5
2.9
Salty Snacks
Toilet Soap
Refined Oils
40%
2.7
2.6
Biscuits
Source: Dabur, AC Nielsen, TechSci Research
AUGUST2015
12
FMCG
THE URBAN MARKET ACCOUNTS FOR A MAJOR CHUNK OF REVENUES
Urban/rural industry break-up (2015)
The urban segment is the largest contributor to the sector,

accounting for around two-thirds of total revenue and had a
market size of around USD28.38 billion in 2015
Semi-urban and rural segments are growing at a rapid pace;
they currently account for 40 per cent of revenues
Urban
In the last few years, the FMCG market has grown at a

faster pace in rural India compared with urban India
40%
USD47.3
billion
60%
Rural
FMCG products account for 50 per cent of total rural

spending
Source: Emami, TechSci Research
AUGUST2015
13
FMCG
GROWING INCOME TO BOOST THE PREMIUM PRODUCT MARKET
The shift of households from the deprived and aspirers
category having income less than USD1,985.9 per annum
to the seekers and strivers category having income between
USD4,413.1 and USD22,065.3 per annum will change the
outlook for the industry over the coming years
All India household by income bracket (2010)

Million Household, 100%
222
Income segment (USD)

322
273
26%
The number of middle class households (earning between

USD4,413.1 and USD22,065.3 per annum) will increase
more than fourfold to 148 million by 2030 from 32 million in
2010
50%
25%
12%
2%
2008
The rising number of middle class and the rich has

accelerated the purchase of premium products
AUGUST2015
Deprived
(<1985.9)
32%
Aspirers (1985.9 4413.1)
40%
35%
It is estimated that the population earning more than

USD22,065.3 per annum would increase from 1 per cent in
2008 to 3 per cent by 2020 and 7 per cent by 2030
15%
1%
6%
2020
3%
29%
Seekers (4413.1 11032.7)
17%
Strivers (11032.7 22065.3)
7%
2030
Globals
(>22065.3)
Source: Mckinsey Global Institute April 2010, TechSci Research
14
FMCG
RURAL SEGMENT QUICKLY CATCHING UP (1/3)
In 2014, rural India accounted for more than 50 per cent of
the total FMCG market
Annual per capita disposable income level

in rural region (USD)
Total rural income, which is currently at around USD572

billion, is projected to reach USD1.8 trillion by FY21
631
Indias rural per capita disposable income is estimated to

increase at a CAGR of 4.4 per cent to USD631 by 2020
516
As income levels are rising, there is also a clear uptrend in

the share of non-food expenditure in rural India
411
2010
2015F
2020F
Source: Mckinsey Global Institute: The Bird of gold AC Nielsen,

TechSci Research
Note: F - Forecast
AUGUST2015
15
FMCG
Rural FMCG market (USD billion)
The Fast Moving Consumer Goods (FMCG) sector in rural

and semi-urban India is estimated to cross USD20 billion by
2018 and USD100 billion by 2025
100
The rural FMCG market expanded at a CAGR of 13.2 per

cent to USD100 billion during 200915
10.4
12.3
12.1
14.8
2009
2010
2011
2012
2013
18.92
2015
20
2018E 2025E
Source: AC Nielsen, TechSci Research, Dabur Reports
AUGUST2015
16
FMCG
70% 68%
64% 63%
59%
54%
52%
47%
47%
Skin Creams
ToothBrush
56%
Salty Snacks
Detergent Cakes/
Bars
59%
Hair Oils
55%
61%
Washing Powders
Urban + Rural
Toothpastes
66%
Toilet Soaps
35%
68%
Skin Creams have been listed in the top 10 category
79% 78% 75%
Biscuits
Shampoos have maximum penetration at 69 per cent,

followed by biscuits at 68 per cent
80%
70%
60%
50%
40%
30%
20%
10%
0%
69%
More than 80 per cent of FMCG products posted faster

growth in rural markets as compared to urban ones
Growth in urban and rural FMCG markets (2014)
Shampoos
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
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
UR Growth (%)
Source: AC Nielsen, Dabur, TechSci Research

Note: UR - Urban Rural
AUGUST2015
17
FMCG
INCREASING SALES OF TOP FMCG COMPANIES
Sales (USD million)
Consumer products manufacturers ITC, Godrej Consumer

Products Limited (GCPL), Dabur and Marico reported
healthy net sales in FY15
GCPLs net sales increased from USD713.4 million in FY14
to USD780.2 million in FY15
Dabur net sales surged 10.5 per cent whereas Maricos net
sales declined by 8 per cent
948.5
ITC(Foods)
1,063.6
HUL (F & B)
822.9
Marico*
846.3
916.3
777.5
1,172.9
Dabur
During FY15, ITCs (Foods) net sales increased to

USD1063.6 million from USD948.5 million in the previous
year
1,295.6
713.4
GCPL
780.2
0
Aggregate financial performance of the leading 10 FMCG

companies over the past eight quarters displays that the
industry has grown at an average 16-21 per cent in the past
two years
AUGUST2015
200
400
600
FY14
800
1000
1200
1400
FY15
Source: Company Websites
Note: * Data for FY14 & FY13
18
FMCG
MARKET SHARE OF COMPANIES IN A FEW FMCG CATEGORIES
Market leader
Others
Hair oil
33%
17%
Shampoo
47%
23%
Oral care
49%
30%
13%
Skin care
54%
12%
3%
Fruit juice
50%
45%
Source: Industry estimates
AUGUST2015
19
FMCG
NOTABLE TRENDS IN FMCG (1/3)
Consolidation
Product innovation
Premiumisation
Indian FMCG companies are consolidating their existing business portfolios which is
leading to divestments, mergers and acquisitions
Several companies have started innovating or customising their existing product portfolios
for new consumer segments
Despite the slowdown, consumers are willing to buy premium goods at higher prices in the
space of convenience, health, and wellness
Consumers have started demanding customised products specifically tailored to their

individual tastes and needs
The trend toward mass-customisation of products is expected to intensify further.
Consumers are becoming more brand conscious and prefer lifestyle and premium range
products given their increasing disposable income
Product customisation
Brand consciousness
Source: AC Nielsen, TechSci Research
AUGUST2015
20
FMCG
Expanding horizons
Backward integration
Focus on rural market
Expanding distribution
networks
Third-party
manufacturing
A number of companies are exploring the business potential of overseas markets and
several regional markets
Backward integration is becoming the preferred strategy for increasing profit margins,
securing capacity and sources of supply
Companies are now focusing on the rural market segment which is growing at a rapid
pace and contributes about 50 per cent to the total FMCG market
Companies are now focused on improving their distribution networks to expand their reach
in rural India
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

Notes: CER - Certified Emission Reductions; SSI - Small Scale Industry
AUGUST2015
21
FMCG
Rising importance of
smaller-sized packs
Increased hiring from

tier II/III cities
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
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
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 offer incentives
to enter the markets
Reducing carbon
footprint and ecofriendly products
FMCG players in India are increasingly focusing 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
Increasing private label

penetration
With the rise of retail players, private label has become popular in the FMCG space.
Private Label goods are considered substitutes of premium branded goods
Notes: CER - Certified Emission Reductions; SSI - Small Scale Industry
AUGUST2015
22
FMCG
PORTERS FIVE FORCES ANALYSIS

AUGUST2015
FMCG
PORTERS FIVE FORCES ANALYSIS
Competitive Rivalry
Private label brands by retailers are priced at a discount to mainframe

brands limits competition for the weak brands
Highly fragmented industry as more MNCs are entering
Threat of New Entrants
Huge investments in setting up

distribution network and
promoting brands
Spending on advertisements is
aggressive
Substitute Products
Bargaining Power of Suppliers
Big FMCG companies are able

to dictate the prices through
local sourcing from a
fragmented group of key
commodity suppliers
Threat of New
Entrants
(Medium)
Presence of multiple brands

Narrow product differentiation
under many brands
Price war
Bargaining
Power of
Customers
(High)
Competitive
Rivalry
(High)
Substitute
Products
(High)
Bargaining Power of Customers
Low switching cost induces the

customers product shift
Influence of marketing
strategies
Availability of same or similar
alternatives
Bargaining
Power of
Suppliers
(Low)
Source: TechSci Research
AUGUST2015
24
FMCG
STRATEGIES ADOPTED
AUGUST2015
FMCG
STRATEGIES ADOPTED
FMCG companies are trying to influence consumers with intelligent deals
Promotions & offers
Firms like ITC offers combo deals to the consumers. For example, in the case of soaps
and cosmetics; four soap cases are offered at the price of three, selling the range of
deodorants for men and women at a discounted price
The internet enables consumers to make their own research on the kind of products or
Research online
Purchase offline
commodities they want to purchase. One in three FMCG shoppers goes online first and
then to the stores
Almost half of the automobile consumers follow Research Online Purchase Offline
(ROPO) method
Indian consumers have become choosy and are less likely to stay loyal to a brand
Production innovation
Emami is coming up with a new glucose energy drink under Zandu known as Zandu Gluco
Charge
Dabur has launched Indias first drinking yogurt and Real Supafruits under its brand Activ
Product Flanking: Introduction of different combinations of products at different prices, to
Customisation
cover as many market segments as possible

Different types of same product for different users population. For example: Calcium
Sandoz and Calcium Sandoz Women

AUGUST2015
26
FMCG
GROWTH DRIVERS
AUGUST2015
FMCG
GROWTH DRIVERS OF INDIAS FMCG SECTOR (1/2)
Government
reforms to
encourage FDI
inflow and market
sentiments
Rising
incomes
driving
purchase
Desire to
experiment
with brands
Evolving
consumer
lifestyle
Greater
awareness of
products,
brands
FMCG
growth
drivers
Increasing
consumer
demand
Availability of
online
channel to
shop
Growing rural
market
Increasing
discretionary
expenditure
AUGUST2015
New product
launches
Growth of
modern trade

Note: FDI - Foreign Direct Investment
For updated information, please visit www.ibef.org 28
FMCG
GROWTH DRIVERS FOR INDIAs FMCG SECTOR (2/2)
Increase in penetration
Shift to organised market
Organised sector growth is

expected to grow as the share of
unorganised market in the FMCG
sector fall with increased level of
brand consciousness
Easy access
Growth
drivers
Availability of products has

become way more easier as
internet and different channels of
sales has made the accessibility
of desired product to customers
more convenient at required time
and place
Low penetration levels of branded

products in categories like instant
foods indicating a scope for
volume growth
Investment in this sector attracts
investors as the FMCG products
have demand throughout the year.
Rural consumption
Rural consumption has increased,

led by a combination of increasing
incomes and higher aspiration
levels, there is an increased
demand for branded products in
rural India
Huge untapped rural market
Source: Dabur
AUGUST2015
29
FMCG
HIGHER INCOMES AID GROWTH IN URBAN AND RURAL MARKETS
An important consequence of rising incomes is growing

appetite for premium products, primarily in the urban
segment
As the proportion of working age population in total
population increases, per capita income and GDP are
expected to surge
Per capita income is expected to expand at a CAGR of

7.3 per cent for the period 2013-19E
Indias nominal per capita income (USD)

2500
35.00%
30.00%
2000
25.00%
20.00%
1500
15.00%
1000
10.00%
5.00%
500
0.00%
0
-5.00%
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014E
2015E
2016E
2017E
2018E
2019E
Incomes have risen at a brisk pace in India and will

continue rising given the countrys strong economic
growth prospects. According to the IMF, nominal per
capita income is estimated to have recorded a CAGR of
9.2 per cent over 2001-19E
GDP Per Capita, current prices
Growth Rate
Source: IMF 2014, TechSci Research

Notes: F - Forecasted, CAGR - Compound Annual Growth Rate
AUGUST2015
30
FMCG
GOVERNMENT INITIATIVES FOR RURAL DEVELOPMENT
Total funds released by govt. for NREGA
(USD billion)
The Indian government has been supporting the rural

population with higher MSPs, loan waivers, and
disbursements through the NREGA programme. These
schemes have empowered the rural masses and increased
their purchasing power, thus boosting FMCG consumption
11.9
10.5
During FY07-15E, funds allocations to NREGA declined at a

CAGR of 2.1 per cent to USD2.3 billion by FY15E
The governments focus on rural markets is also

encouraging many FMCG companies, such as HUL, Dabur,
and ITC, to expand their rural network and increase product
penetration
These measures have helped in reducing poverty in rural
India and have thus propped up rural purchasing power
Government has taken initiatives like Pradhan Mantri Jan

Dhan Yojana through which wage seekers are encouraged
to open up bank accounts under Mahatma Gandhi National
Rural Employee Guarantee Act
AUGUST2015
10.4
8.1
7.8
6.2
4.8
2.7
FY07
2.3
FY08
FY09
FY10
FY11
FY12
FY13
FY14
FY15E
Source: NREGA, TechSci Research

Notes: MSP is Minimum Support Price,
NREGA is National Rural Employment Guarantee Act
31
FMCG
FDI INFLOWS RISE OVER THE YEARS
100 per cent FDI is allowed in food processing and singlebrand retail and 51 per cent in multi-brand retail.
This would bolster employment and supply chains, and also

provide high visibility for FMCG brands in organised retail
markets, bolstering consumer spending and encouraging
more product launches
The sector has been witnessing healthy FDI inflows over
the years; during April 2000 to May 2015
Cumulative FDI inflows From April 2000 to May

2015 (USD million)
Food Processing
6369.82
Paper, Pulp
922.65
Soap, Cosmetics
1050.2
Vegetable Oil
Within FMCG, food processing was the largest recipient; its

share was 68.6 per cent
562.59
Tea, Coffee
108.5
Retail Trading
275.38
0
1000
2000
3000
4000
5000
6000
7000
Source: DIPP, TechSci Research
AUGUST2015
32
FMCG
POLICY AND REGULATORY FRAMEWORK (1/2)
Goods and Service Tax

(GST)
Excise duty
Relaxation of license
rules
Statutory Minimum
Price
Implementation of GST from April 1, 2016.
The rate of GST on services is likely to be 14 per cent and on goods is proposed to be 20
per cent
FMCG sector wants an early rollout of the GoodsandServices tax (GST) so as to reduce
supply chain constraints, improve competitiveness of FMCG companies against
unorganised players
Increase in excise duty on cigarette between 1012%. 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
By 2015, organized retail share is projected to double by 14 18 per cent of the total retail
market
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
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)
The government approved 51 per cent FDI in multi-brand retail in 2006, 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
FDI in organised retail
Source: TechSci Research
AUGUST2015
33
FMCG
POLICY AND REGULATORY FRAMEWORK (2/2)
Food Security Bill (FSB)
Telecom Regulatory
Authority of India (TRAI)
advertising regulations
FSB would reduce prices of food grains for Below Poverty Line (BPL) households,
allowing them to spend resources on other goods and services, including FMCG products
This is expected to trigger higher consumption spends, particularly in rural India, which is
an important market for most FMCG companies
FMCG companies, which are top advertisers on television (above 50 per cent share), are
likely to face the twin risks of reduced inventory to advertise, which could be cut by 2530
per cent, and increased prices as broadcasters hike prices
Source: SBI, Union Budget 2015 16, TechSci Research
AUGUST2015
34
FMCG
NEW GOODS AND SERVICE TAX (GST) TO SIMPLIFY TAX STRUCTURE
Pricing and profitability
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
The rate of GST on services is likely to be 16 per

cent and on goods to be 20 per cent
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
Goods and Service Tax (GST)
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 taxfiling period
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 and appropriate measures need
to be taken to ensure smooth transition to the GST
It is estimated that India will gain USD15 billion a

year by implementing the Goods and Services Tax
Source: GST India, TechSci Research
AUGUST2015
35
FMCG
KEY M&A DEALS IN THE INDUSTRY (1/2)
Acquirer name (segment)
Merger/
Acquisition
Diageo PLC
Acquisition
Godrej Consumer Products Ltd
Acquisition
Dabur
Acquisition
Wipro Consumer
Acquisition
Halite Personal Care India Private Limited (Personal care)
Marico Ltd (Food and personal care)
Acquisition
Paras 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
Colgate-Palmolive India Ltd (Cosmetics and toiletries)
Acquisition
Bennett Coleman & Co Ltd (Publishing)
Acquisition
Dabur India (Personal care)
Acquisition
Unilever PLC
Acquisition
Hassad Food Co
Acquisition
Target name (segment)

United Spirits
Keyline Brands
Hobi Kozmetik, Turkey
L.D. Waxson, Singapore
CC Health Care Products Pvt Ltd (Cosmetics)

Noble Hygiene Pvt Ltd (Household and personal products)
Hobi Kozmetik, Turkey (Personal care products)
Hindustan Unilever Ltd
Bush Foods Overseas Pvt Ltd
Source: Company websites, Bloomberg, TechSci Research
AUGUST2015
36
FMCG
KEY M&A DEALS IN THE INDUSTRY (2/2)
Acquirer name (segment)
Merger/
Acquisition
Godrej Consumer Products Ltd (Home and personal care)
Acquisition
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)
Acquisition
Tura, Nigeria (Soap and cleaning products )
Acquisition
United Spirits Ltd (Beverages)
Acquisition
Shree Renuka Sugars Ltd (Food)
Acquisition
Asian Tea & Exports Ltd (Food - tea)
Acquisition
UK-based Borelli Tea Holdings Ltd, a wholly-owned unit of

Mcleod Russel India Ltd
Acquisition
Cavinkare Pvt Ltd (Food)
Acquisition
Bacardi Martini BV, Netherlands (Beverages)
Acquisition
Pearl Drinking - Bottling business
Acquisition
Target name (segment)

Argencos, Argentina (Hair care products)
Lotte India Corp Ltd (Food)
Tern Distilleries Pvt Ltd (beverages - wine/spirits)

Vale Do Ivai SA Acucar E Alcool (sugar and ethanol)
Greenol Laboratories Pvt Ltd (Tea)
Olyana Holding LLC (Tea)
Garden Namkeens Pvt Ltd (Food - misc.)
Bacardi Martini India Ltds 26 per cent shares from Gemini
Distillery Private Ltd (Beverages)
Varun Beverages
Source: Bloomberg, TechSci Research
AUGUST2015
37
FMCG
OPPORTUNITIES
AUGUST2015
FMCG
GROWTH OPPORTUNITIES IN THE INDIAN FMCG INDUSTRY
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
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, gel based facial bleach, drinking yogurt, etc
With the rise in 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
Indian and multinational FMCG players can leverage India as a strategic sourcing hub for
cost-competitive product development and manufacturing to cater to international markets
Low penetration levels offer room for growth across consumption categories
Majors players are focusing on rural markets to increase their penetration in those areas
Creating strong distribution networks and skills to deliver to the last mile.
Entering into partnerships that help to reach market, such as those with farmers, self-help
groups, microfinance, NGOs, etc
Rural market
Innovative products
Premium products
Sourcing base
Penetration
Align partnership
Source: Assorted articles and reports; AC Nielsen, TechSci Research
AUGUST2015
39
FMCG
BIG OPPORTUNITY IN LOWER PENETRATED PRODUCT CATEGORIES
Penetration of many product categories is still low. Even among those where the penetration is higher, per capita
consumption is comparatively low, thereby offering scope for high growth in future
Penetration of products such as hair oil and fairness cream is high in the country, but that of some major products, including
Cold Cream, Face wash and Mens Face wash is just 10 per cent, 9 per cent and 0 per cent, respectively
Category penetration in India (FY15)

89%
70%
43%
32%
26%
17%
10%
9%
0%
Hair Oil
Fairness Cream Talcum Powder
Balms
Antiseptic
Cream
Cooling Oil
Cold Cream
Facewash
Men's
Facewash
Source: Emami Investor Presentation June 15, TechSci Research
AUGUST2015
40
FMCG
INCREASING FMCG SHARE IN MODERN RETAIL
Growth of Indias FMCG purchased through modern trade
is surpassing growth of FMCG purchased in general trade
FMCG share in modern retail

2013
8%
In 2013, market size of the organised FMCG sector was 8

per cent of the overall organised retail market and is
expected to reach 30 per cent by 2020. This represents the
influence of modern retail over the FMCG sector
Share of the modern retail in FMCG sales is estimated to be
10 per cent to 12 per cent by 2016
FMCG companies are partnering with major retail players to

increase brand communication and boost their share in
modern retail
92%
Modern
Traditional
30%
70%
2020E
Source: TCS Report, AC Nielsen, TechSci Research
Note: E- Estimated
AUGUST2015
41
FMCG
SUCCESS STORIES
AUGUST2015
FMCG
EMAMI ONE OF THE FASTEST GROWING FMCG COMPANIES
Sales (USD million)
Salient features
CAGR*: 7.7%
Niche category player and innovator
Key brands are strong market leaders in their respective
categories
Portfolio includes Zandu, one of the strongest Ayurvedic
brands
Over 80 per cent of business comes from wellness categories
During FY11-15, net sales grew at CAGR of 7.7 per cent to
USD367.8 million in FY15 and the profit after tax grew 12.6
per cent to USD80.6 million
A new product to be launched under the Zandu brand known
as Zandu Gluco Charge
Emami has increased focus on OTC products, concentrating
on advertising, distribution, and product launches. These
initiatives are expected to increase revenue contribution to 8
per cent from 6 per cent by FY16
Emami scaled up direct distribution in rural markets at CAGR
of 12 per cent over FY1115 to 640,000 outlets. Rural
contribution is significant at 55 per cent; hence, direct reach
presents opportunity to materially increase throughput per
outlet
AUGUST2015
312.8
310.2
367.8
302.1
273.3
50.2
FY11
58.0
55.2
FY12
FY13
Sales
80.6
66.7
FY14
FY15
PAT
Source: Company reports, Economic Times, TechSci Research

Note: * CAGR for sales
43
FMCG
DABUR RIDING ON STRONG BRAND EQUITY IN INDIA
Sales (USD million)
Salient features
AUGUST2015
FY11
FY12
FY13
Sales
FY14
177.5
1,295.6
151.0
1,172.9
139.9
1,132.4
136.5
1,126.3
124.9
CAGR: 9.7%
894.3
Among top four FMCG companies in India

14 brands with turnover of USD16.6 million with 3
brands over USD165.9 million
Wide distribution network covering 2.8 million retailers
across the country
17 world-class manufacturing plants catering to needs
of diverse markets
Over 30 per cent of revenues generated from
international markets
In 2013, it launched Indias first drinking yogurt under
the brand, Activ and also the first gel based facial
bleach under the brand, Oxylife
Daburs Vision Plan for 2011-15, successfully got
completed with the sales of USD1,295.6 million
recording a growth of 9.7 per cent
FY15
PAT
Source: Dabur Annual Report, TechSci Research
44
FMCG
ITC LEADING FOOD AND BEVERAGES COMPANY
Sales (USD million)
Salient features
AUGUST2015
FY11
FY12
Sales (FMCG)
FY13
Sales(Total)
FY14
1,593.9
5,985.9
1,499.3
1,457.4
5,455.0
1,347.4
1,365.9
4,911.0
1,291.1
1,314.4
4,566.0
1,182.8
1,093.4
4,515.0
CAGR: 7.3%
982.5
ITC is one of the foremost company in private sector in

terms of sustained value creation, operating profits and
cash profits
It is the only India-based FMCG company to feature in
Forbes 2000 List
ITC is a market leader in its traditional businesses of
Cigarettes, Hotels, Paperboards, Packaging and AgriExports
The company is rapidly gaining market share even in its
nascent businesses of
Packaged Foods
&
Confectionery, Branded Apparel, Personal Care and
Stationery
Its Agri-Business is one of India's largest exporters of
agricultural products
ITCs sales increased at a CAGR of 7.3 per cent
between FY11 and FY15 to reach net sales of
USD5,985.9 million
FY15
PAT
Source: Company reports 2014-15,

TechSci Research
45
FMCG
USEFUL INFORMATION
AUGUST2015
FMCG
INDUSTRY ASSOCIATIONS (1/3)
Indian Dairy Association
Secretary (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: www.indairyasso.org
All India Bread Manufacturers Association

PHD 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 Association

206, Aurobindo Place Market Complex
Hauz Khas, New Delhi 110016
Phone: 91-11-26510860, 26518848; Fax: 91-11-26510860
Website: www.aifpa.net
AUGUST2015
47
FMCG
Federation of Biscuit Manufacturers of India
PHD 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 Association

Raheja 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' Association

702, Ansal Bhawan, 16 KG Marg, New Delhi 110001
Phone: 91-11-46470200; Fax: 91-11-23327747
AUGUST2015
48
FMCG
The Solvent Extractors' Association of India
142, 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 India

903, Akashdeep Building, 26-A, Barakhamba Road,
New Delhi 110001
Phone: 91-11-23312640; Fax: 91-11-23315698
AUGUST2015
49
FMCG
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
Wherever applicable, numbers have been rounded off to the nearest whole number
AUGUST2015
50
FMCG
EXCHANGE RATES
Exchange rates (Fiscal Year)
Exchange rates (Calendar Year)

Year
INR equivalent of one USD
2005
43.98
2006
45.18
2007
41.34
2008
43.62
2009
48.42
2010
45.72
2011
46.85
2012
53.46
2013
58.44
2014
61.03
2015(Expected)
61.03
Average for the year
AUGUST2015
51
FMCG
DISCLAIMER
India Brand Equity Foundation (IBEF) engaged TechSci to prepare this presentation and the same has been prepared
by TechSci in consultation with IBEF.
All rights reserved. All copyright in this presentation and related works is solely and exclusively owned by IBEF. The
same may not be reproduced, wholly or in part in any material form (including photocopying or storing it in any
medium by electronic means and whether or not transiently or incidentally to some other use of this presentation),
modified or in any manner communicated to any third party except with the written approval of IBEF.
This presentation is for information purposes only. While due care has been taken during the compilation of this
presentation to ensure that the information is accurate to the best of TechSci and IBEFs knowledge and belief, the
content is not to be construed in any manner whatsoever as a substitute for professional advice.
TechSci and IBEF neither recommend nor endorse any specific products or services that may have been mentioned in
this presentation and nor do they assume any liability or responsibility for the outcome of decisions taken as a result of
any reliance placed on this presentation.
Neither TechSci nor IBEF shall be liable for any direct or indirect damages that may arise due to any act or omission
on the part of the user due to any reliance placed or guidance taken from any portion of this presentation.
AUGUST2015
52

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FMCG

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Market Overview and Trends...7

Porters Five Forces Analysis ........23

For updated information, please visit www.ibef.org

Favourable demographics and

Rise in rural consumption to

The rural FMCG market

Overall FMCG market expected

Total consumption expenditure

For updated information, please visit www.ibef.org

Indias online retail to be more

Indias middle income class to

The online retail market is

Indias middle income

Rural Indias per capita

Rural Indias per capita

For updated information, please visit www.ibef.org

Rising incomes and growing youth

First Time Modern Trade Shoppers

Low penetration levels in rural market

Disposable income in rural India has

Growing demand for premium products

Many players are expanding into new

Organised retail share is expected to

Investment approval of up to 100 per

Initiatives like Food Security Bill and

The minimum capitalisation for foreign

For updated information, please visit www.ibef.org

MARKET OVERVIEW AND TRENDS

Food & beverages

Household and Personal care

OTC products and ethicals

Oral care, hair care, skin care,

Health beverages, staples/cereals,

Source: Dabur, TechSci Research

For updated information, please visit www.ibef.org

Indian FMCG industry

Market size of personal care

HULs share in FMCG market

For updated information, please visit www.ibef.org

The FMCG sector in India generated revenues worth

Over 2007-15, the sector posted a CAGR of 13 per cent in

Source: Booz & Company, Dabur, AC Nielsen, TechSci Research,

For updated information, please visit www.ibef.org

Hair Care is the leading segment, accounting for 23.0 per

Food Products is the second leading segment of the sector

OTC & Ethicals

Source: Dabur, TechSci Research

For updated information, please visit www.ibef.org

Growth of few top selling FMCG (2013)

Revenue of few top selling FMCG (USD billion), 2013

Source: Dabur, AC Nielsen, TechSci Research

For updated information, please visit www.ibef.org

The urban segment is the largest contributor to the sector,

In the last few years, the FMCG market has grown at a

FMCG products account for 50 per cent of total rural

Source: Emami, TechSci Research

For updated information, please visit www.ibef.org

All India household by income bracket (2010)

Income segment (USD)

The number of middle class households (earning between

The rising number of middle class and the rich has