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MBA

Indian FMCG Industry Deep Dive

4.6 Filled star Filled star Filled star Filled star Half star
Based on 194 ratings
see reviews
Venkatramanan Krishnamurthy

Course Overview

Fast Moving Consumer Goods (FMCG) is the 4th largest industry in India with annual revenue of over US $100 bn.  FMCG companies one of the important recruiters in b-schools and hire for  Sales, Marketing, Analytics,  Operations, Supply Chain, Finance and HR roles. Many FMCG companies also offer PPOs based on the performance in Summer Internship projects.  A good knowledge of FMCG industry will help b-school students and professionals who are interested in a career in FMCG industry, consultants working on projects related to FMCG industry and anyone interested in this industry.

Salient Features

Read more

Course Overview

Fast Moving Consumer Goods (FMCG) is the 4th largest industry in India with annual revenue of over US $100 bn.  FMCG companies one of the important recruiters in b-schools and hire for  Sales, Marketing, Analytics,  Operations, Supply Chain, Finance and HR roles. Many FMCG companies also offer PPOs based on the performance in Summer Internship projects.  A good knowledge of FMCG industry will help b-school students and professionals who are interested in a career in FMCG industry, consultants working on projects related to FMCG industry and anyone interested in this industry.

Salient Features

  • This course will be taught based real life industry data collected through interactions with industry leaders, various company reports and experience of tracking the industry for several years.

  • Many interesting stories and use cases have been included.

  • The industry data will be updated periodically to reflect the latest trends.

  In this course you will learn an effective framework to analyze an FMCG category within a short period of time by understanding key qualitative and quantitative trends.  The framework has been explained by taking real time data of 3 categories - Bath and Shower, Haircare and Deodorants. 

The framework covers:

  • Category Size

  • Category break-up in terms of different products

  • Growth of different products within the category

  • Company Market shares and changes over the years

  • Brand shares and changes over the years

  • New launches and key category trends

The driving factors for changes in market shares, important brand wars etc will be discussed in each category.

Data related to several other categories will be added in due course.

Company Analysis

You will learn how to do the business analysis of an FMCG company and what important parameters to look for.  Two companies have been analyzed in great detail.  One is Hindustan Unilever Limited which is the largest FMCG company in India and the other is Patanjali which is a major disruptor in Indian FMCG industry in the last decade. Following are the key areas covered for both the companies

Hindustan Unilever Limited

  • Business Mix

  • Growth and Margins

  • Why HUL's profitability show a distinct trend after 2010?

  • Distribution strength in General Trade and Modern Trade

  • Analysis of Brands and their performance

  • Comparison of top brands of HUL and ITC

  • New Launches in the last few years and their performance

  • Focus categories of the Future

  • Analysis of HUL's acquisition of Indulekha

  • Analysis of HUL's acquisition of GSK

  • Project Shakti -What is it and it's impact on the company

  • Project Shikhar- What is it and it's impact on the company

Patanjali

  • Distinct growth trends between 2010 to 2017 and 2017 to 2022

  • How Patanjali grew very fast between 2017 and 2022?

  • Segmental mix of Patanjali

  • Why Patanjali's growth slowed after 2017?

  • Analysis of Ruchi Soya acquisition

    • Overview

    • Why Patanjali acquired Ruchi Soya?

    • Turnaround story of Ruchi Soya

Impact of Modern Retail on FMCG

Sources to access FMCG industry and company data.

Enroll now

What's inside

Learning objectives

  • Dynamics of indian fmcg industry with real time data, examples and use cases
  • Fmcg category analysis
  • Fmcg company analysis
  • Impact of modern retail on fmcg
  • Data sources to access fmcg industry information

Syllabus

  • Reason for Fragmentation in Hair Care

  • Brand Market Shares

  • New Launches and other key trends

Read more

  • How FMCG industry knowledge can be a great differentiator

  • Salient Features of the Course

  • Characteristics of Industry FMCG Industry

  • Size and Growth

Quiz on Characteristics, Size and Growth

  • Segments

  • Share of Rural Vs Urban demand

  • Share of General Trade Vs Modern Trade

  • Penetration and Per-capita Consumption

Quiz on Industry Overview 2

  • Numeric Distribution

  • Weighted Distribution

  • Share Among Handlers

Quiz 3

This section will talk about some common strategies adopted by most of Indian FMCG companies

Quiz on some common strategies adopted by most of FMCG companies

  • Category Size and Growth

  • Company Market Shares

  • Brand Market Shares

  • New Launches and Key Trends

Quiz on Bath and Shower Category

  • Size

  • Growth

  • Company Market Shares

Quiz on Hair Category key numbers

  • Coconut Oil war between HUL and Marico

Quiz 7

Quiz on Haircare category Fragmentation, Brand shares, New Launches and other key trends

  • Category break-up in terms of different products

  • Growth of different products within the category

  • Company Market shares and changes over the years

  • Brand shares and changes over the years

  • New launches and key category trends

Quiz on Deodorant category and Off-trade vs On-trade

  • Overview

  • Business Mix

  • Growth

  • Margins

Quiz on HUL's Business Mix, Growth and Margins

  • HUL's strength in General and Modern Trade

  • HUL's brand strength across verticals and Horizontals

  • Performance of Top Brands

  • Comparison of top performing HUL brands with ITC's brands

  • Future Categories

Quiz on HUL Distribution and Brands

  • Pattern in the recent acquisitions of HUL

  • Performance of Indulekha pre and post acquisition by HUL

  • Analysis HUL-GSK merger

Quiz on HUL M&As

  • Overview and Impact of Project Shakti

Quiz on HUL -Project Shakti

  • Overview and Impact of Project Shikhar

Quiz on HUL-Project Shikhar

  • How Patanjali grew very fast between 2010 and 2017?

  • Category break-up of Patanjali revenues

Quiz on Patanjali - 2010 to 2017

Why Patanjali's growth slowed down after 2017?

Quiz on Patanjali - 2017 onwards

  • Why Patanjali acquired Ruch Soya?

  • How Patanjali turned around Ruch Soya after acquisition?

Quiz on Patanjali - Ruchi Soya Acquisition

  • How modern retail will impact FMCG?

  • Data Sources to access FMCG industry and company information

Quiz on Impact of Modern Retail on FMCG

Traffic lights

Read about what's good
what should give you pause
and possible dealbreakers
Provides an effective framework to analyze an FMCG category quickly by understanding key qualitative and quantitative trends, which is valuable for those seeking roles in the industry
Includes real-life industry data collected through interactions with industry leaders and company reports, offering practical insights for consulting projects
Explores the dynamics of the Indian FMCG industry with real-time data, examples, and use cases, providing a comprehensive overview for those curious about the sector
Analyzes Hindustan Unilever Limited and Patanjali, covering business mix, growth, margins, distribution strength, brand performance, and acquisitions, which is relevant for professionals in various FMCG roles
Examines the impact of modern retail on the FMCG industry, which is a crucial aspect for understanding current market dynamics and future trends
Discusses driving factors for changes in market shares and important brand wars within specific categories, offering insights into competitive strategies and market trends

Save this course

Create your own learning path. Save this course to your list so you can find it easily later.
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Reviews summary

Deep dive indian fmcg industry

According to learners, this course offers a highly relevant and practical deep dive into the Indian FMCG industry. Students appreciate the use of real-time industry data and the in-depth analysis of major players like HUL and Patanjali. The course provides a strong framework for category analysis and insights into trends, brand strategies, and common practices. Many find the content highly valuable for career purposes, especially for those aiming for roles in FMCG, consulting, or finance. Reviewers highlight the instructor's strong industry experience and clear explanations. The course is considered comprehensive and insightful, offering knowledge directly applicable to the market.
Instructor has deep industry experience.
"The instructor's deep understanding of the industry and ability to explain complex concepts clearly is a major plus."
"Instructor's experience shines through in the examples and insights shared."
"Liked the way the course is structured and delivered by the instructor, very knowledgeable."
Offers a usable framework for category analysis.
"Learned a practical framework to analyze any FMCG category."
"The framework provided for analyzing an FMCG category is very effective and can be applied immediately."
"The approach to break down category analysis into key parameters like size, growth, shares, and trends is very practical."
Provides in-depth case studies of key companies.
"The detailed analysis of HUL and Patanjali provides great insights into how major companies operate within the Indian FMCG context."
"The case studies on HUL and Patanjali were very informative and gave practical examples."
"The course deep dives into the business analysis of major companies like HUL and Patanjali, which is highly beneficial."
Uses up-to-date, real-world data and examples.
"The use of real-time industry data and examples makes the concepts easy to understand and relatable to the current market scenario."
"I really like the real-time industry examples used to explain concepts."
"Loved the way the course uses real time data to explain concepts! The examples are really helpful in understanding the market dynamics."
Highly relevant for career paths in FMCG.
"Highly relevant for students/professionals aiming for roles in FMCG, consulting, or equity research."
"This course is a big differentiator for anyone interested in an FMCG career."
"The knowledge gained is directly applicable to the FMCG industry and useful for interviews or job roles."

Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in MBA : Indian FMCG Industry Deep Dive with these activities:
Review Basic Marketing Principles
Refresh your understanding of core marketing concepts to better grasp the strategies employed by FMCG companies.
Show steps
  • Review the 4Ps of marketing.
  • Study market segmentation techniques.
  • Understand brand positioning strategies.
Read 'India's New Economy' by Arvind Panagariya
Gain a deeper understanding of the Indian economic landscape to contextualize the FMCG industry's growth and challenges.
View India's Trade Policy: The 1990s and Beyond on Amazon
Show steps
  • Read the chapters related to consumer spending and economic growth.
  • Take notes on key economic indicators and their impact on FMCG.
Analyze a Competitor's Product Line
Apply the course's analytical framework to a real-world FMCG company and its product offerings.
Show steps
  • Choose an FMCG company and one of its product lines.
  • Gather data on market share, growth, and trends for that product line.
  • Analyze the company's strategies and competitive advantages.
  • Write a report summarizing your findings and insights.
Four other activities
Expand to see all activities and additional details
Show all seven activities
Create a Presentation on FMCG Distribution Channels
Solidify your understanding of distribution channels by creating a presentation that explains their importance in the Indian FMCG industry.
Show steps
  • Research different distribution channels used by FMCG companies in India.
  • Create slides explaining the advantages and disadvantages of each channel.
  • Include examples of companies that effectively use each channel.
  • Present your findings to a peer or colleague.
Read 'Consumer Behaviour' by Schiffman and Kanuk
Understand the psychology behind consumer choices to better analyze market trends and brand performance.
View Consumer Behaviour on Amazon
Show steps
  • Focus on chapters related to consumer decision-making and brand loyalty.
  • Relate the concepts to real-world examples from the Indian FMCG industry.
Develop a Market Entry Strategy for a New FMCG Product
Apply your knowledge of the Indian FMCG industry to create a comprehensive market entry strategy for a hypothetical product.
Show steps
  • Choose a product category and define your target market.
  • Conduct market research to identify consumer needs and preferences.
  • Develop a marketing plan, including pricing, promotion, and distribution strategies.
  • Create a presentation outlining your market entry strategy.
Attend Industry Conferences and Seminars
Connect with industry professionals and learn about the latest trends and challenges in the Indian FMCG sector.
Show steps
  • Identify relevant conferences and seminars in your area.
  • Prepare questions to ask speakers and attendees.
  • Network with other professionals and exchange contact information.
  • Follow up with contacts after the event.

Career center

Learners who complete MBA : Indian FMCG Industry Deep Dive will develop knowledge and skills that may be useful to these careers:
Category Manager
Category managers oversee a specific category of products within a retail environment. They analyze sales data, monitor market trends, and develop strategies to optimize product assortment and profitability. This course's framework for analyzing an FMCG category within a short period of time provides a foundation for this career. The course covers category size, product break-up, growth, market share, new launches, and key trends, all while providing a picture of the Indian FMCG industry. The insights into category dynamics and consumer behavior make this course very relevant for aspiring category managers.
See salaries and explore the career path for Category Manager
Brand Manager
A brand manager plays a crucial role in shaping the perception and success of a specific brand within a company's portfolio. This career involves developing and executing marketing strategies, analyzing market trends, and managing the brand's budget. This course focusing on the Indian Fast Moving Consumer Goods industry provides a deep dive into category analysis, company analysis, and understanding market share dynamics. With its coverage of brand wars, new launches, and key category trends, the course helps you understand how brands operate in the Indian FMCG landscape. The course's coverage of Hindustan Unilever Limited and Patanjali also helps one to understand how a brand manager can approach different problems.
See salaries and explore the career path for Brand Manager
Market Research Analyst
Market research analysts are responsible for studying market conditions to examine potential sales of a product or service. This career utilizes data analysis and critical thinking to advise companies on product design, pricing, and promotional strategies. This course explores the Indian FMCG industry, offering real-time data and insights into market sizes, growth trends, and consumer behavior. The course's comprehensive category analysis framework, covering bath and shower, haircare, and deodorants, helps in gaining hands-on experience with real market data. Moreover, the modules on company analysis, focusing on giants like Hindustan Unilever Limited and disruptors like Patanjali, will help one understand how to size markets and analyze consumer trends.
See salaries and explore the career path for Market Research Analyst
Retail Manager
Retail managers are responsible for overseeing the daily operations of a retail store, ensuring customer satisfaction, and maximizing sales. This career requires a combination of leadership skills, business acumen, and customer service expertise. This course examines the Indian FMCG industry and how modern retail impacts it. The course details the nuances of general versus modern trade and penetration strategies, which are essential for effective retail management in the FMCG sector. The insights into company strategies, as well as analysis of distribution strengths in General Trade and Modern Trade for Hindustan Unilever Limited, are helpful.
See salaries and explore the career path for Retail Manager
Sales Manager
A sales manager leads a team of sales representatives to achieve sales targets and expand market reach. This career requires leadership skills, strategic thinking, and a deep understanding of consumer behavior. This course provides a comprehensive overview of the Indian FMCG industry, including its characteristics, size, growth, and distribution channels. The course details the nuances of rural versus urban demand, general trade versus modern trade, and penetration strategies, which are essential for effective sales management in the FMCG sector. The insights into company strategies, as well as analysis of distribution strengths in General Trade and Modern Trade for Hindustan Unilever Limited, are helpful.
See salaries and explore the career path for Sales Manager
Financial Analyst
Financial analysts evaluate financial data, prepare reports, and provide recommendations to guide investment decisions and financial planning. This career requires analytical skills, financial modeling expertise, and a deep understanding of business operations. This course examines the Indian FMCG industry and details analyzing the business of FMCG companies. The analysis of Hindustan Unilever Limited and Patanjali from a business perspective will help to inform a financial analyst. This course is very relevant to professionals interested in this career.
See salaries and explore the career path for Financial Analyst
Business Intelligence Analyst
Business intelligence analysts examine data in order to produce actionable insights and recommendations. They work closely with data and IT teams to turn data into insights that drive business value. This course looks at the Indian FMCG industry and provides real time data and examples. The course helps one interpret data to discover insights about the market. This includes information about market sizes, growth trends, and consumer behavior. The course may be useful in advancing this business intelligence career, especially with the course's case studies of HUL and Patanjali.
See salaries and explore the career path for Business Intelligence Analyst
Product Manager
Product managers are responsible for the strategy, roadmap, and feature definition for a product or product line. This career requires a blend of technical knowledge, market awareness, and project management skills. This course examines the Indian FMCG industry, providing insights into category trends, new product launches, and competitive dynamics. The course's focus on category analysis, with real-time data from bath and shower products to haircare products to deodorants, is helpful for making informed product decisions. This course may be useful if you want to become a product manager in the FMCG industry.
See salaries and explore the career path for Product Manager
International Marketing Manager
The international marketing manager is responsible for overseeing a company's marketing efforts in foreign countries. This career requires an understanding of different cultures, customer behavior and business norms. This course, with its deep dive into the Indian FMCG industry, provides a foundation for success in this career. The course's coverage of brand wars, new launches, and key category trends, helps you understand how brands operate in the Indian FMCG landscape, and the analysis on rural versus urban demand provides key insights. The course's coverage of Hindustan Unilever Limited and Patanjali helps one understand how to cater to the customer base.
See salaries and explore the career path for International Marketing Manager
Marketing Director
Marketing directors oversee a company's marketing efforts, setting the strategic direction, managing budgets, and leading marketing teams. This career demands a deep understanding of consumer behavior, market trends, and marketing channels. This course provides an overview of the Indian FMCG industry, which would be key to a Marketing Director wishing to expand into this region. The insights into category dynamics and consumer behavior make this course very relevant for aspiring marketing directors.
See salaries and explore the career path for Marketing Director
Management Analyst
Management analysts, also known as management consultants, propose ways to improve an organization's efficiency. They advise managers on how to make organizations more profitable through reduced costs and increased revenues. This course, with its focus on the Indian Fast Moving Consumer Goods industry, provides a detailed understanding of market dynamics, trends, and competitive strategies within the FMCG sector. The course's modules on category analysis, company analysis, and the impact of modern retail in India help one offer valuable insights to FMCG companies seeking to optimize their operations and market positioning, which is why this course may be useful.
See salaries and explore the career path for Management Analyst
Business Development Manager
Business development managers identify and pursue new business opportunities to drive revenue growth for a company. This role demands strong analytical skills, relationship-building abilities, and a strategic mindset. This course offers insights into the Indian FMCG industry and the factors driving changes in market shares. With case studies of Hindustan Unilever Limited and Patanjali, it demonstrates how to identify and capitalize on market trends. The course may be useful in navigating the complexities of the Indian FMCG market.
See salaries and explore the career path for Business Development Manager
Management Consultant
Management consultants provide expert advice to organizations to improve their efficiency and performance. They analyze business problems, develop solutions, and implement changes to achieve desired outcomes. This course focuses on the Indian FMCG industry and helps in becoming familiar with the dynamics of the industry by reviewing real-time data, examples, and use cases. The course modules on category analysis, company analysis, and the impact of modern retail may be useful when consulting for clients in this sector.
See salaries and explore the career path for Management Consultant
Marketing Associate
Marketing associates support marketing managers and teams by carrying out marketing campaigns. They research market trends, conduct competitive analysis, and develop marketing materials. This course provides a comprehensive overview of the Indian FMCG industry, offering insights into market sizes, growth trends, and characteristics. The course may be useful for marketing associates looking to specialize in the FMCG sector, as its insights into consumer behavior and market dynamics serve as a robust foundation.
See salaries and explore the career path for Marketing Associate
Supply Chain Manager
Supply chain managers oversee the flow of goods, information, and finances from the source to the consumer. This career requires expertise in logistics, inventory management, and process optimization. This course examines the Indian FMCG industry, offering insights into distribution channels, market penetration, and the impact of modern retail. Understanding the nuances of general versus modern trade is essential for efficient supply chain management in the FMCG sector. The course may prove valuable for optimizing supply chain operations.
See salaries and explore the career path for Supply Chain Manager

Reading list

We've selected two books that we think will supplement your learning. Use these to develop background knowledge, enrich your coursework, and gain a deeper understanding of the topics covered in MBA : Indian FMCG Industry Deep Dive.
Consumer Behaviour
Save
Provides a deep dive into consumer behavior, which is crucial for understanding the FMCG market. It covers topics such as consumer motivation, perception, learning, and attitude formation. Understanding these concepts will help you analyze consumer preferences and predict market trends. This book is commonly used as a textbook at academic institutions.
Consumer Behaviour
Paperback
Check
Consumer Behaviour
Kindle Edition
Check
Cover image
India's Trade Policy
Save
Provides a comprehensive overview of the Indian economy, including the FMCG sector. It offers valuable insights into the economic reforms and policies that have shaped the industry. Reading this book will provide a broader context for understanding the dynamics discussed in the course. It is more valuable as additional reading to provide background knowledge.
India's Trade Policy: The 1990s and Beyond
Kindle Edition
$$

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Course image
Rating
4.6 Filled star Filled star Filled star Filled star Half star
Effort
3.5 total hours
Via
Udemy
Instructor
Venkatramanan Krishnamurthy
Language
English
Traffic lights
Read about what's good
what should give you pause
and possible dealbreakers
Provides an effective framework to analyze an FMCG category quickly by understanding key qualitative and quantitative trends, which is valuable for those seeking roles in the industry
Includes real-life industry data collected through interactions with industry leaders and company reports, offering practical insights for consulting projects
Explores the dynamics of the Indian FMCG industry with real-time data, examples, and use cases, providing a comprehensive overview for those curious about the sector
Analyzes Hindustan Unilever Limited and Patanjali, covering business mix, growth, margins, distribution strength, brand performance, and acquisitions, which is relevant for professionals in various FMCG roles
Examines the impact of modern retail on the FMCG industry, which is a crucial aspect for understanding current market dynamics and future trends
Discusses driving factors for changes in market shares and important brand wars within specific categories, offering insights into competitive strategies and market trends
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