Rise and Fall of Fast Moving Consumer Goods

The mindset of Indian companies was formed by over 40 years of industrial licensing which limited production capacities. Capacity limitations made premium products the appropriate response. In addition there was the influence of the approach of the multinational companies that value was more important than price and that product features would attract consumers more than low prices. We find it difficult to consciously reduce features, and even value in products, so as to give the mass market consumer what he can afford.