Local Winners of 2024: Brands That Stood Out in India

India’s FMCG market has always been fiercely competitive, with brands constantly vying for consumer attention. In 2024, this competition brought out some remarkable winners. Based on consumer reach points (CRPs), Kantar’s latest report showcases the top FMCG brands that dominated the Indian market. Let’s look at the top 10 brands and what makes them stand out.

The Top 3 Leaders: Parle, Britannia, and Amul

Parle leads the pack with an impressive 7,980 million CRPs, closely followed by Britannia at 7,937 million CRPs. These iconic brands have been household favorites for years, known for their consistent quality and affordability. Amul secured the third spot with 6,137 million CRPs, leveraging its wide range of dairy products and a strong distribution network.

Parle’s flagship biscuits, like Parle-G, have been staples in Indian homes for decades, while Britannia’s innovative baked goods offerings have strengthened its hold on urban and rural markets alike. Meanwhile, Amul’s focus on product innovation, from flavoured milk to premium ice creams, keeps it a favourite among consumers.

Other Noteworthy Winners

Clinic Plus (4,144 million CRPs) and Tata (3,035 million CRPs) ranked fourth and fifth, respectively. Clinic Plus continues to dominate the personal care category with its trusted hair care solutions, while Tata has diversified its FMCG portfolio, including salt, tea, and other essentials.

Surf Excel, known for its memorable ad campaigns, earned the sixth position with 2,784 million CRPs. The brand’s consistent messaging around stain removal and child-focused marketing resonates well with its audience.

Sunfeast, part of ITC’s portfolio, claimed the seventh spot (2,715 million CRPs), offering innovative biscuit and noodle products. Nandini, Aavin, and Colgate rounded out the top 10, focusing on dairy and oral care.

What Drives These Brands?

Several factors contributed to these brands’ success in 2024:

1. Strong Distribution Networks: Parle, Britannia, and Amul excelled at reaching every corner of India, from metros to rural areas.
2. Affordability: Brands like Parle and Clinic Plus focus on offering value-for-money products, ensuring a loyal consumer base.
3. Innovation: Amul and Britannia constantly introduce new products to cater to changing consumer preferences.
4. Marketing Excellence: From Surf Excel’s emotional storytelling to Tata’s focus on trust, these brands have mastered the art of connecting with consumers.

A Diversifying Market

The 2024 rankings highlight a shift in consumer preferences. While legacy brands continue to dominate, newer entrants like Nandini and Aavin show the growing importance of regional players in India’s FMCG landscape.

These rankings also emphasize the significance of consumer reach points (CRPs) as a success metric. CRPs measure how often household brands are chosen, reflecting penetration and frequency.

The Road Ahead

As the FMCG sector evolves, brands must adapt to changing consumer preferences and market dynamics. The focus on affordability, innovation, and regional relevance will remain crucial. For now, the 2024 winners have set the benchmark high, showcasing resilience and adaptability in a competitive market.

Disclaimer: This blog has been written exclusively for educational purposes. The securities mentioned are only examples and not recommendations. It is based on several secondary sources on the internet and is subject to changes. Please consult an expert before making related decisions.