As discussed earlier, with rising input costs for Food, Fuel & Fertilisers along-with normalisation of the market post pandemic correction, FMCG firms are fighting high input inflation while targeting growth, with demand diving because of low consumer purchasing power amidst inflation. Therefore, FMCG firms are stuck between dev…

In the first part of this series, we discussed the sharp fall in Consumer Expenditure indicating a fall in the standard of living of people of India. A return to earlier Consumer Expenditure levels would require growth to accelerate and employment and household incomes to rise. But this is a significant challenge. The recent fall in…