MAM
FMCGs fight inflation through promos, pack sizes & price discounts: Nielsen
MUMBAI: Marketers’ strategy to deal with inflation through promos, pack sizes and price discounts has kept the consumer’s spending on fast moving consumer goods stimulated, according to Nielsen.
The organised FMCG market’s resultant value growth of 13 per cent is attributed to this and has outpaced the underlying volume growth of 8.2 per cent. This indicates a steady and stable demand for branded, packaged fast moving goods.
Impact on branded, packaged foods – Essentials vs Impulse
According to Nielsen, rising commodity prices have impacted food categories much more than non-food categories. This is evident from the fact that food categories have grown faster in value terms while volume growth has been relatively slower. In non-food categories however, both value and volume growth has moved in lockstep at around eight per cent over the last year.
The report also said that within Foods, two types of categories were more affected by price increases than others. Non-essential categories like jam/jellies and squash/cordials saw high value but low volume growth and a slowdown in consumption during 2010 due to steady price
increases. They were accompanied by milk based categories like butter/margarine and milk powder which saw manufacturers step up prices to protect margins against rising input costs.
These early signs indicate that if inflationary pressures don’t ease, discretionary spending on these categories is likely to shrink further.
Surprisingly, even essential milk-based categories like baby cereals and infant formula saw volumes stagnate as prices gained momentum. an increased reliance on solid foods and an earlier shift to liquid milk from specially formulated milk/cereals are typical substitutes to combat inflationary pressures.
Other essential categories were not entirely immune to inflation either, says the global information and measurement company. Categories like packaged atta (wheat flour) and packaged rice etc. also experienced sluggish volume growth as consumers temporarily resorted to unbranded alternatives.
Impulse takes on inflation
Small treats continued to be important to the Indian consumer at a time when inflation cut into bigger items of discretionary expenditure like eating out, out of home entertainment etc. Impulse categories like biscuits, namkeens (salty snacks), and chocolates continued to attract consumer purchases.
Manufacturer initiatives for these categories drove growth via small packs (small per transaction cost), product innovations (baked alternatives, new consumption occasions, and attractive promotions) and increased availability. This bodes well at a time when economic optimism and inflationary pressures appear to be colliding.
Non–food categories hold their ground: innovation holds the key to combating inflation
Also, amongst the top non-food categories like washing powder, shampoo, and toilet soap there seems to be no evidence of inflation’s adverse affect as robust topline growth continued unabated, according to Nielsen.
The company says that these items have long become a part of the ‘must-buys’ in the consumer basket and remained unaffected overall with possible selective purchase of more cost-effective branded alternatives as well as greater responsiveness to promo offers. The lead players in these categories have also stepped up price activation by using value promotions and re-launching at new price points.
Marketing and consumer information, television and other media measurement company also said that lifestyle/personal grooming categories like hair conditioners, hair dyes, hair remover, liquid soap etc. don’t seem to have been as affected by inflation. Like impulse foods, these too serve as a cost-effective indulgence. Baby Diapers and Sanitary Napkins too stayed unaffected with help from the increased availability of small pack sizes and cheaper brand variants for consumers unwilling to compromise their health and well-being.
Aesthetic expenditure like nail enamel, lipsticks etc. slowed down, indicating a temporary adjustment in the purchase basket to accommodate items that have witnessed stronger price growth.
2011 is set to see a surge in the number of new launches and the brands that innovate in terms of price, pack size and promotional efficacy will garner a greater share of the growth opportunity that India’s consumer markets present, said Nielsen.
MAM
Ajio launches Dhurandhar merchandise collection with Jio Studios
Limited edition range inspired by the film starts at Rs 349 on Ajio.
MUMBAI: When cinema meets the wardrobe, fandom doesn’t just stay on the screen, it walks out onto the street. Ajio, India’s fashion e-commerce platform, has launched an exclusive merchandise collection inspired by the spy-action film Dhurandhar, extending the film’s bold on-screen personality into everyday fashion.
The limited-edition range has been created in collaboration with Jio Studios and features graphic driven apparel and statement silhouettes that draw directly from the film’s high-energy aesthetic and characters.
Designed to appeal to both movie fans and style conscious shoppers, the collection translates the cinematic swagger of Dhurandhar into wearable fashion pieces starting at Rs 349.
The collection includes graphic T-shirts featuring iconic movie quotes, signature tees inspired by actor Ranveer Singh and limited-edition signed Pathani outfits that echo the larger-than-life style associated with the film’s characters.
Also part of the line-up is a collection inspired by Sara Arjun, translating her on-screen styling into contemporary silhouettes designed to appeal to younger audiences and fashion forward fans.
With bold typography, statement graphics and confident tailoring, the range blends cinematic storytelling with streetwear aesthetics, turning the film’s cultural energy into a fashion statement.
The collaboration reflects Ajio’s growing strategy of using fashion collaborations to tap into pop culture moments and entertainment properties.
By bringing elements of popular films into apparel, the platform allows audiences to move beyond simply watching a film and instead wear their fandom, making cinema part of everyday style.
Produced by Jio Studios and B62 Studios, Dhurandhar has emerged as one of the most talked-about action thrillers in recent times, known for its high-octane storytelling and larger-than-life characters.
The film, written and directed by Aditya Dhar, is also set to expand into a franchise, with the sequel “Dhurandhar: The Revenge” scheduled to release in theatres worldwide on March 19, 2026.
By launching the merchandise collection ahead of the sequel, Ajio and the film’s producers are extending the film’s universe into fashion, giving fans another way to connect with the story and its characters.
The Dhurandhar merchandise collection is now available exclusively on Ajio, bringing cinematic attitude, bold graphics and spy-thriller swagger straight into the wardrobes of fans.
