FMCG Compendium provides information on major Fast Moving Consumer Goods companies in India including Procter & Gamble, Hindustan Unilever, ITC, Nestle, Reckitt Benckiser and others. It outlines the history, leadership, mission/vision, product portfolio, and competition of each company. The document is an overview of the top FMCG brands and companies operating in India's consumer goods industry.

1. FMCG Compendium
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FMCG Compendium

2. Table of Contents
3
Procter & Gamble
6
Hindustan Unilever Limited
9
ITC
11
Nestle
13
Reckitt Benckiser
15
GlaxoSmithkline – Consumer Healthcare
17
Cadbury’s
19
Pepsi
20
Coca Cola
22
Perfetti Van Melle
23
Asian Paints
25
Dabur
28
Britannia
32
Colgate-Palmolive
35
Marico
37
SAB Miller
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FMCG Compendium

3. Procter & Gamble
Introduction
Leading FMCG Company in the world, In India, it has a relatively small presence but the
company is now focusing aggressively on the Indian markets. Procter & Gamble India
took the award for Top 25 Best Employers in India 2003 & 2004 and India’s most
admired HR dept. in a survey conducted by Hewitt Associates.
History
P&G USA had no presence in India, till it acquired Richardson Vicks Inc. USA in 1985.
RVI Indian subsidiary Richardson Hindustan major business comprised of Vicks range
of products. The parent, Procter & Gamble, USA has a strong interest in Indian
operations and holds 65% of the equity.
1964 – Richardson Hindustan Limited formed ‐ Menthol & Vicks
1967 – RHL introduces Clearasil
1984 – Sets up Ayurvedic Research Lab
1985 – Becomes affiliate of Proctor & Gamble, USA
1989 – Launches Whisper
1991 – Launches Ariel
1992 – P&G Global has 65 % stake in P&G India
1993 – Divest detergents business to P & G Home Products
1995 ‐ Procter & Gamble Home Products enters the Hair‐care Category with the
launch of Pantene Pro‐V.
1997 ‐ Procter & Gamble Home Products launches Head & Shoulders shampoo.
1999 ‐ Procter & Gamble India Limited changed the name of the Company to Procter
& Gamble Hygiene and Health Care Limited.
2005 ‐ Procter & Gamble buys Gillette for $ 57 billion
Top Man: Mr. Shantanu Khosla (MD, P&G India)
Mission/Vision/Values: We will provide branded products and services of superior
quality and value that improve the lives of the world's consumers. As a result,
consumers will reward us with leadership sales, profit, and value creation, allowing our
people, our shareholders, and the communities in which we live and work to prosper.
Location: The company has four manufacturing facilities across the country at
• Annaram in Andhra Pradesh
• Mandideep in Madhya Pradesh
• Kundaim in Goa
• Honda in Goa
Distribution Model: The Golden Eye model
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FMCG Compendium

4. Product Portfolio:
P&G has always believed in selling premium products.
Health Care:
Vicks VapoRub, Vicks Inhaler, Vicks Formula 44, Vicks Cough Drops, Vicks Action 500+
Feminine Care:
Whisper
5 variants
Home Products:
Detergents:
Ariel:
Ariel Front 0 Mat
Ariel 2 Fragrances ( Spring Clean , Fresh Clean )
Tide:
Tide Detergent
Tide Bar
Shampoos:
Pantene Pro V,
Latest offering :
New Pantene Range with Amino Pro‐V Complex,
New Pantene Shampoo with Goodness of Coconut Oil
Head and Shoulders,
6 variants:
Smooth and Silky, Refreshingly Menthol, Clean & Balanced, Silky Black, Naturally
Clean, Nourishing Aloe Vera
Rejoice
3 variants :
Rich
Silky Clean
Complete
Diapers:
Pampers – Worlds Number 1 selling diaper brand.
Gillette:
Men Care
Shaving Brush
Shaving Blade : Wilkinson
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FMCG Compendium

5. Shaving Razors : 7 o clock, Vector plus, Mach 3
Shaving Cream : Shave Gel, Foam
After Shave : Storm Force
Oral Care :
Toothbrush – Oral B
Electronic:
Duracell Battery
P&G‘s feminine hygiene business has picked up pace and continues to do well aided
by Whisper Ultra and new low priced variants like Whisper Maxi. The company’s
value market share in sanitary napkins has increased to 49%.
A more mature category, the Vicks franchise has grown at only 3% yoy. However,
market share of all the leading brands Vicks VapoRub (30%), Vicks Cough Drops
(56%) and Vicks Action 500 (51%) is still very high. Vicks is the dominant leader in
anti cold OTC segment.
Strategy
Global Strategy
Inorganic growth – Just bought Colgate’s detergent brands in S. E. Asia.
Inorganic growth – Bought Gillette for $ 57 Billion
Indian Strategy
Build market share by taking competitors head on (price wars) but now increasing
prices to build margins since they took a hit in Q1 profits in 2005. Develop products
suited to Indian markets (e.g. Head & Shoulders for hair oil users).
Competition
• Vicks – Amrutanjan, Zandu (in rubs and balms)
• Vicks – Halls (Warner Lambert) and Strepsils (Boots Piramal)
• Shampoos – HLL (Sunsilk, Clinic)
• Detergents – HLL (Surf Excel), Henkel, Nirma
• Whisper – (Stayfree, Carefree) Johnson and Johnson is the major competitor;
Kimberley Clarke in JV with HLL has also introduced a sanitary napkin
(Kotex, Secure).
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FMCG Compendium

6. Hindustan Unilever Limited
Introduction
A part of Unilever International and has
• 15,000+ Employees
• 1,200+ Managers
• 2,000+ Suppliers and Associates; 4,000+ Redistribution Stockists
• 40 company factories
• 45 C&FA’s
• 7,000 Stockists
• Direct Coverage‐ 6.3 mn Retail Outlets
History
In the summer of 1888, visitors to the Kolkata harbour noticed crates full of Sunlight
soap bars, embossed with the words "Made in England by Lever Brothers". With this,
began an era of branded Fast Moving Consumer Goods (FMCG). Soon after that, followed
Lifebuoy in 1895 and other famous brands like Pears, Lux and Vim. Vanaspati was
launched in 1918 and the famous Dalda brand came to the market in 1937. In 1931,
Unilever set up its first Indian subsidiary, Hindustan Vanaspati Manufacturing
Company, followed by Lever Brothers India Limited (1933) and United Traders Limited
(1935). These three companies merged to form HUL in November 1956; HUL offered
10% of its equity to the Indian public, being the first among the foreign subsidiaries to
do so. Unilever now holds 51.55% equity in the company.
Hindustan Lever Limited (HUL) touches the lives of two out of three Indians with over
20 distinct categories in Home & Personal Care Products and Foods & Beverages. They
endow the company with a scale of combined volumes of about 4 million tonnes and
sales of Rs.10, 000 crores. HUL is also one of the country's largest exporters; it has been
recognized as a Golden Super Star Trading House by the Government of India.
In 2001, the company embarked on an ambitious programme, Shakti. Through Shakti,
HUL is creating micro‐enterprise opportunities for rural women, thereby improving
their livelihood and the standard of living in rural communities. Shakti also includes
health and hygiene education through the Shakti Vani Programme, and creating access
to relevant information through the iShakti community portal. The program now covers
15 states in India and has over 31,000 women entrepreneurs in its fold, reaching out to
100,000 villages and directly reaching to 150 million rural consumers. By the end of
2010, Shakti aims to have 100,000 Shakti entrepreneurs covering 500,000 villages,
touching the lives of over 600 million people.
HUL's brands ‐ like Lifebuoy, Lux, Surf Excel, Rin, Wheel, Fair & Lovely, Pond's, Sunsilk,
Clinic, Pepsodent, Close‐up, Lakme, Brooke Bond, Kissan, Knorr‐Annapurna, Kwality
Wall's – are household names across the country and span many categories ‐ soaps,
detergents, personal products, tea, coffee, branded staples, ice cream and culinary
products. They are manufactured in close to 80 factories. The operations involve over
2,000 suppliers and associates. HUL's distribution network, comprising about 7,000
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FMCG Compendium

7. redistribution stockists, directly covers the entire urban population, and about 250
million rural consumers.
CEO & MD: Mr. Nitin Paranjpe
Chairman: Mr. Harish Manwani
Mission/Vision/Values: Unilever's mission is to “Add Vitality to Life.” Unilever meets
everyday needs for nutrition, hygiene, and personal care with brands that help people
feel good, look good and get more out of life.
Product Portfolio
Home & Personal Care
Personal Wash: Lux, Breeze, Dove, Pears, Rexona, Lifebuoy, Liril, Hamam, Breeze
Laundry Wash: Surf Excel, Rin, Wheel
Skin Care: Fair & Lovely, Pond’s, Vaseline, Aviance
Hair Care: Sunslik, Clinic
Oral Care: Pepsodent, Close‐Up
Deodorants: Axe, Rexona
Cosmetics: Lakme
Ayurvedic Personal & Health Care: Ayush
Foods
Tea: Brooke Bond , Lipton
Coffee: Brooke Bond Bru
Foods: Kissan, Knorr, Annapurna
Ice‐Cream: Kwality Wall’s
Water: Pureit
Hindustan Unilever Network: Started in 2003, Hindustan Unilever Network (HUN) is
HUL's Direct Selling arm. It is a multi‐category direct selling business offering a wide
range of high‐quality, high‐performance products for its consumers and also exciting
business and personal development opportunities for its consultants. It already has
about 7 lakh consultants ‐ all independent entrepreneurs, trained and guided by HUN's
expert managers and trainers.
Competition
The Indian FMCG markets have witnessed some of the classic struggles involving HUL.
So far Levers have been able to stand their ground but times are changing. List of some
of HUL’s competitors in each category:
Soaps: Godrej soaps mainly, and other smaller players like Nivea, Garnier and a
multitude of herbal soaps, Fiama Di Wils, Vivel Di Wills, Santoor(Wipro)
Shampoo: P&G, Garnier, ITC (Fiama di Wills), Cavin Kare‐Chik and Nyle
Detergents: P&G, Henkel, Nirma
Tea: Tata
Toothpaste: Colgate
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FMCG Compendium

8. Apart from these major players in the market, there is a slew of regional players who
are hurting HUL in a big way.
CSR Initiatives
• Greening Barrens
• Shakti
• Lifebuoy Swasthya Chetana
• Fair & Lovely Foundation
• Happy Homes
• Yashodadham
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FMCG Compendium

9. ITC
ITC is one of India's foremost private sector companies with a market capitalisation of
nearly US $ 18 billion and a turnover of over US $ 5.1 Billion. ITC is rated among the
World's Best Big Companies, Asia's 'Fab 50' and the World's Most Reputable Companies
by Forbes magazine, among India's Most Respected Companies by BusinessWorld and
among India's Most Valuable Companies by Business Today. ITC ranks among India's
`10 Most Valuable (Company) Brands', in a study conducted by Brand Finance and
published by the Economic Times. ITC also ranks among Asia's 50 best performing
companies compiled by Business Week.
ITC employs over 24,000 people at more than 60 locations across India. The Company
continuously endeavors to enhance its wealth generating capabilities in a globalising
environment to consistently reward more than 3,78,000 shareholders, fulfill the
aspirations of its stakeholders and meet societal expectations. This overarching vision
of the company is expressively captured in its corporate positioning statement:
"Enduring Value. For the nation. For the Shareholder."
ITC has a diversified presence in Cigarettes, Hotels, Paperboards & Specialty Papers,
Packaging, Agri‐Business, Packaged Foods & Confectionery, Information Technology,
Branded Apparel, Greeting Cards, Safety Matches and other FMCG products. While ITC is
an outstanding market leader in its traditional businesses of Cigarettes, Hotels,
Paperboards, Packaging and Agri‐Exports, it is rapidly gaining market share even in its
nascent businesses of Packaged Foods & Confectionery, Branded Apparel and Greeting
Cards.
History
Started in August 24, 1910 under the name of 'Imperial Tobacco Company of India
Limited', the company was primarily into Cigarettes and Leaf Tobacco business. It got
its present name 'ITC Ltd' in 2001. Today it is the largest FMCG Company in India by
market capital with market capitalization more than US $ 15.00 billion and a turnover of
US $ 4.75 billion.
Top Man: Mr. Y C Deveshwar (Chairman)
Mission/Vision/Values
Mission: To enhance the wealth generating capability of the enterprise in a globalizing
environment, delivering superior and sustainable stakeholder value.
Vision: Sustain ITC's position as one of India's most valuable corporations through
world class performance, creating growing value for Indian economy and the
Company's stakeholders.
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FMCG Compendium

10. Product Portfolio
ITC has product presence in Cigarettes, Hotels, Paperboards & Specialty Papers,
Packaging, Agri‐Business, Packaged Foods & Confectionery, Branded Apparel, Greeting
Cards and other FMCG products. Continue to focus on the core businesses of Cigarettes
& Tobacco, Hotels, Packaging & Paperboard. In just the last 5 years, ITC has made
capital investments of over Rs. 7 billion in its cigarettes business.
Major Businesses of ITC include ‐
Cigarettes: India Kings, Gold Flake, Classic, Silk Cut, Navy Cut, Scissors, Capstan,
Berkeley, Flake and Bristol
Food: Kitchens of India, Aashirwaad, Sunfeast, Mint‐O, Candyman, Bingo!
Life style retailing: Wills Lifestyle, John Players, Miss Players
Greetings/Gift/Stationary: Expressions greeting cards, Classmate (notebooks),
Paperkraft
Safety Matches: iKno, Mangal Deep, Aim, Aim Mega, Aim Metro
Agarbatti : Mangaldeep, Expressions aromatic candles
Hotels: ITC‐Welcomgroup, Maurya Sheraton
Agri Biz: e‐choupal, leaf tobacco. It is the largest buyer, processor and exporter of
cigarette tobaccos in India. ITC buys nearly 40 per cent of all cigarette type tobaccos
grown in India.
Personal Care
Fragrance: Essenza Di Wills
Shampoos: Fiama Di Wills, Vivel Di Wills, Superia
Shower Gels: Fiama Di Wills
Soaps: Fiama Di Wills, Vivel Di Wills, Superia
Paperboards and Packaging
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FMCG Compendium

11. Nestlé
Introduction
Nestlé is today the world's biggest food and beverage company. It produces a wide
range of products including beverages, prepared dishes and cooking aids, milk products
and nutrition, chocolate and confectionery. With an employee strength of over 3000,
Gross Sales (including exports) for the full year 2006 was Rs 36,471.8 Million. Net Profit
for 2007 was Rs. 4,138.1 Million while Net Domestic Sales for 2007 was Rs. 33,174.1
Million. The net domestic sales went up by 14.4%
Nestle India is one of the leading companies in the FMCG space in India. The company is
acknowledged amongst India’s ‘Most Respected Companies’ and amongst the ‘Top
Wealth Creators of India’.
History
Nestlé with headquarters in Vevey, Switzerland was founded in 1866 by Henri Nestlé.
Nestlé India, a 61.85 per cent subsidiary of Nestle S.A. Switzerland, was incorporated as
a limited company in 1959.
Top Man: Mr. Peter Brabeck‐Letmathe (Chairman & CEO)
Mission/Vision/Values: The Nestlé Company has aimed to build a business based on
sound human values and principles. Our basic foundation is unchanged from the time of
the origins of our Company, and reflects the basic ideas of fairness, honesty, and a
general concern for people.
Nestlé does not favor short‐term profit at the expense of successful long‐term business
development.
• Nestlé's business objective is to manufacture and market the Company's
Milk products and Nutrition
NESTLÉ EVERYDAY Dairy Whitener
NESTLÉ EVERYDAY Slim
NESTLÉ EVERYDAY Ghee
NESTLÉ Milk
NESTLÉ Slim Milk
NESTLÉ CEREVITA
NESTLÉ Fresh 'n' Natural Dahi
NESTLÉ Fresh 'n' Natural Slim Dahi
NESTLÉ Jeera Raita
NESTLÉ NESVITA
NESTLÉ NESVITA Fruit Yoghurt
NESTLÉ MILKMAID
NESTLÉ MILKMAID Fruit yoghurt
NESTLÉ MILKMAID FUNSHAKES
NESTLÉ NIDO
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FMCG Compendium

12. Beverages
NESCAFÉ CLASSIC
NESCAFÉ SUNRISE
NESTLÉ MILO
NESCAFÉ Mild
Prepared dishes and cooking aids
MAGGI 2‐MINUTE Noodles
MAGGI Vegetable Atta Noodles
MAGGI Dal Atta Noodles
MAGGI Rice Noodles Mania
MAGGI Sauces
MAGGI Pizza Mazza
MAGGI Healthy Soups
MAGGI Healthy Soup‐ Sanjeevni
MAGGI MAGIC Cubes
MAGGI Pichkoo
MAGGI CUPPA MANIA
Chocolates and Confectionary
NESTLÉ KIT KAT
NESTLÉ KIT KAT CHUNKY
NESTLÉ MUNCH
NESTLÉ MUNCH POP CHOC
NESTLÉ MILKYBAR
NESTLÉ MILKYBAR CHOO
NESTLÉ BAR‐ONE
NESTLÉ Milk Chocolate
POLO
POLO XTRA STRONG
NESTLÉ TANG EEZ
NESTLÉ Eclairs
Competition
Faces competition in several categories from HLL, GSK (Horlicks, Boost), Cadbury
(Chocolates and Bournvita), and Amul.
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FMCG Compendium

13. Reckitt Benckiser
Introduction
Reckitt Benckiser plc (LSE: RB) is a leading British‐based manufacturer of cleaning
products. It is headquartered in the town of Slough to the west of London. It is a
constituent of the FTSE 100 Index.
Reckitt Benckiser is the world No. 1 in household cleaning products (excluding laundry)
and a leading player in health and personal care. R&B is a truly global company with
operations in 60 countries, sales in 180
• Number one in Household care barring laundry and detergents
• Third fastest growing FMCG in India
• Reckitt Benckiser plc has 51% stake in it. Rest of the share is not floated in the
equity market
• Annual revenues around 900 crores
• Tagline – “Taking nothing for granted”; Like most FMCGs, it is very aggressive
• Culture is very dynamic & open
Headquarters: Slough, England, UK
History
The Company was incorporated on 5th July, in Calcutta. The Company Manufacture
ultramarine blue food products, Antiseptics, polishes, cosmetics and pharmaceuticals.
The Company took over the manufacturing assets and manufacturing operations of
Atlantic (East) Ltd., a company in the Reckitt & Colman group incorporated in England,
trading in India in 1934 and established new facilities for the manufacture of several
household, pharmaceutical, food and toiletry products hitherto imported.
Reckitt Benckiser acquired Boots Healthcare International (BHI) from Boots Group PLC
for a consideration of £1,926 million in cash. BHI added 3 Power Brands to Reckitt
Benckiser’s portfolio; Nurofen in analgesics; Strepsils in sore throat; and Clearasil in
anti‐acne. All three brands are global leaders and have substantial further growth
potential.
Mission/Vision/Values: Reckitt‐Benckiser is about passionately delivering better
solutions in household cleaning and health & personal care to customers and
consumers, wherever they maybe for the ultimate purpose of creating shareholder
value. This vision defines both our purpose and our values as a company.
R&B Values
• Achievement: Aim higher and then deliver.
• Commitment: Passionate, personal determination to deliver.
• Entrepreneurship: The dreamer explores the idea; the entrepreneur goes ahead
and makes it happen.
• Teamwork: Individuals play the game but teams win the championship.
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FMCG Compendium

14. Product Portfolio
Surface Care
Disinfectants: Lysol, Dettol, Sagrotan, Pine‐O‐Cleen
Lavatory: Harpic, Lysol
All Purpose: Veja, St Marc
Specialty: Easy‐Off, Mop & Glo, Brasso, Lime‐A‐Way, Destop, Cillit Polishes &
Waxes, Poliflor, Old English, O’Cedar, Mr. Sheen
Home Care
Air Care: Air Wick
Pest Control: Mortein, Shieldtox, Target, Rodasol, Pif Paf, Tiga Roda
Shoe Care: Nugget, Cherry Blossom
Dishwashing: Calgonit, Finish, Electrasol, Jet Dry.
Health and Personal Care
Antiseptics: Dettol
Depilatories: Veet
Denture Care: Kukident, Steradent
Analgesics cold/flu: Disprin, Lemsip, Bonjela, Nurofen
Gastro‐Intestinals: Gaviscon, Senokot, Fybogel
Skin Care: Clearasil
Sore Throat Reliever: Strepsils
Fabric and Healthcare
Fabric Treatment: Vanish, Spray ’n Wash, Resolve, Napisan
Garment Care: Woolite
Water Softener: Calgon
Fabric Softener: Quanto, Flor
Laundry Detergent: Dosia
Dish Washing
Electrasol and Finish
Food
French’s Mustard, French’s Potato Sticks, French’s Fried Onions
Indian Operations
Reckitt Benckiser (India) Limited. The Company's principal activities are manufacturing
and distributing a wide range of household and personal products. Products of the
Company include antiseptics, toilet care products, shoe care products, mosquito
repellants and personal health care products. The Company manufactures the Dettol
branded antiseptics, soaps, talc, medicated creams and medicated plasters, Disprin
analgesic tablets, Lizol floor cleaner, Mortein mosquito repellants and rat killer, Robin
power, Harpic lavatory care product, Cherry shoe polish and Collin glass cleaner. Health
and personal care products accounted for 58% of 2002 gross revenues; Household
products, 41% and Food products, 1%. Health and personal care products accounted for
58% of 2002 gross revenues; Household products, 41% and Food products, 1%
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FMCG Compendium

15. GlaxoSmithKline – Consumer Healthcare
Introduction
GSKCH is one of the largest players in health food drinks in India.
Top Man: Dr. H. B. Joshipura‐Managing Director
Vision: Our vision for the future is powered by our business drivers. It finds purpose
and direction with our strategic intent. It is guided by our corporate culture that places
people and capabilities as the pivot that changes and transforms situations.
Mission: GSK's mission is to improve the quality of human life by enabling people to
do more, feel better and live longer.
Location:
Manufacturing Sites: Nabha (Punjab), Rajamundry (Andhra Pradesh), Sonepat
(Haryana)
Product Portfolio
Nutritional
• Horlicks (Most trusted drinks brand ET survey 2004) market share more than half of
health food drinks market. In India since 1930, revamped in
2003.
o Horlicks Ninja
o Junior Horlicks
o Mother's Horlicks
o Horlicks Lite
o Horlicks Biscuits.
o Horlicks for Pregnant Women
• Boost: Launched in 1975‐76, commands 13% market share countrywide amongst
health food drinks.
New Flavour : Boost Choco Blast
• Maltova: This brand was acquired from Jagajit industries ltd in 2000. Relaunched in
2004.
• Viva: Another brand in white powder category acquired from Jagajit.
Vending
Nutritional Food Services Division was established in 2003 to provide ready to drink
health drinks horlicks and boost outside home.
OTC
• Crocin, Crocin painrelief, Crocin Quick (India’s fastest paracetamol tablet.)
• Eno/Eno tab: This brand is over 100 years old. India is second largest
market after Brazil.
• Iodex : Trusted brand in India since 1919. Iodex powercream was launched
in April 2004, fast relief for backache.
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FMCG Compendium

16. Competition
Bournvita and Complan are competition to GSK drinks.
Iodex faces competition from small players like Amrutanjan and other balms.
Some other facts:
• GlaxoSmithKline Consumer Healthcare Q2,2007 Sales soar 17.9 %, Profits up by 36.9 %
• GSKCH launched Horlicks Lite and Horlicks Lite Bite, products that have been specially
formulated keeping in mind the dietary needs of health conscious adults. Horlicks Lite is
available in two flavours ‐ Regular Malt and Coffee.
• GSKCH rolled out Crocin in a 3‐D Hologram pack, making it the first and only
analgesic/antipyretic brand in India with a sophisticated 3‐D hologram.
• Horlicks launched in a new toffee flavor. This is the sixth flavor in Horlicks portfolio. The
flavors already available are chocolate, vanilla, honey buzz, standard, and elaichi.
• Boost launched “Boost cricket academy (BCA)” in collaboration with Hyderabad cricket
association.
• Horlicks Pranchanchol award is given to top three puja pandals in Kolkata. This is selected
by the kids of Kolkata.
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FMCG Compendium

17. Cadbury’s
(This entire date is till 2008, hence Kraft’s acquisition has not been considered)
Introduction
Cadbury’s is the largest confectionery and third largest soft drink manufacturer in the
world.
History
Ever since Cadbury’s was launched in India in 1947, Cadbury chocolates have ruled the
hearts of Indians. Cadbury’s was started way back some 180 years ago in 1824 in
England by John Cadbury. He believed that alcohol was one of the causes of deprivation
and poverty amongst the working class, and by providing tea, coffee, cocoa and
chocolate, he was relieving the misery. Today, Dairy Milk has gained its status as brand
leader and maintained its position ever since.
Top Man: Mr. Anand Kripalu (MD)
Mr. C. Y. Pal (Chairman)
Mission/Vision/Values:
Life full of Cadbury and Cadbury full of life.
Cadbury is an organization which impacts and interacts with the consumers.
• Cadbury is present in most happy occasions in the life of our consumer.
• Our brands excite our consumer.
• Cadbury is an expression of a consumer's life.
• Cadbury as a company is vibrant.
• Cadbury is a fun and energizing workplace.
• Cadbury is robust and alive.
Mergers and Acquisitions: Cadbury acquired Adams and with this acquired brands
like Clorets, Halls and some other confectionary items came into its portfolio.
Product Portfolio
Chocolate
‐Dairy Milk
‐Roast Almond (Variant of Dairy milk)
‐Crackle (Variant of Dairy milk)
‐Fruit and Nut (Variant of Dairy milk)
‐Perk
‐5 Star
‐Gems
‐Eclairs
‐Temptations
‐Celebrations
‐Lite (New Launch)
Snacks
-Bytes
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FMCG Compendium

18. Gum
‐Bubblaloo
Beverages
‐Bournvita
‐Bournvita 5 star magic
Candy
‐Halls
Strategy
Create robust and sustainable regional positions in core categories of confectionery and
beverages through organic growth, acquisition and disposal. Latest campaigns are the
“rishte pakne dho” for rakhi, the Gorilla advertisement, “kuch meetha ho jaye” with
Amitabh Bachchan and Perk’s “take life lightly”.
Competition
Cadbury faces major competition in Chocolates from Nestle and Amul. Bournvita faces
tough competition from GSK drinks like Horlicks, Boost. The soft drinks Coke and Pepsi
are the competitors. It also faces major competition from ITC in confectionery business.
Some more facts:
• John Bradley ‐ Cadbury's Purple Reign: The Story behind Chocolate's Best‐ Loved Brand
launched in India
• After the successful launch of "Bournvita Confidence Academy" last year, the innovative
reality platform is back with an all new exciting 2008 series premiering on Pogo TV.
• Cadbury India Ltd. today announced an extensive cocoa research project in partnership
with the Tamil Nadu Agricultural University to help promote cocoa cultivation in the state
• Asian Marketing Effectiveness Awards 2008 for Bournvita Folk/Fusion campaign ‐ GOLD
award for the “Best Insights and Strategic Thinking” and SILVER award for the ‘Most
Effective Use of Advertising’.
• Cadbury India has been ranked as the 7th Great Place to Work and the No. 1 FMCG
company in India in 2008, by the Great Place to Work Institute.
• Cadbury won the Emmie Gold for the Best Media Innovation – TV, for brand Bournvita, for
the entry Physical symbol confidence.
• Cadbury India has been ranked 5th in the FMCG sector, in a survey on India’s most
respected companies by sector conducted by Business World magazine in 2007.
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FMCG Compendium

19. Pepsi
Introduction
Pepsi Cola is subsidiary of Pepsico. PepsiCo was founded in 1965 through the merger of
Pepsi‐Cola and Frito‐Lay. Tropicana was acquired in 1998. Pepsi came in India in 1989
and has since then pumped in more than $700mn.
Top Man: Mr. Rajeev Bakshi (Chairman, PepsiCo India)
Product Portfolio
Pepsi Cola has brand presence of Pepsi, Mirinda, 7Up, Mountain Dew, in addition to low
calorie options ‐ Diet Pepsi and 7Up Light, hydrating and nutritional beverages such as
Aquafina drinking water, isotonic sports drinks – Gatorade, and 100% natural fruit
juices and juice based drinks – Tropicana and Slice. It has local brands – Lehar Everess
Soda, Dukes Lemonade and Mangola to complete its diverse spectrum of brands.
PepsiCo’s snack food company, Frito‐Lay, is the leader in the branded potato chip
market and was amongst the first companies to eliminate the use of trans fats and ‘msg’
in its products. It manufactures Lay’s Potato Chips; Cheetos extruded snacks, Uncle
Chipps and traditional namkeen snacks under the Kurkure and Lehar brands. Quaker
Oats, Lehar Lites, low fat and roasted snack options enhance the choices available to
the growing health and wellness needs of our consumers.
Famous campaigns include the latest “Nothing official about it” and “Youngistaan”.
Competition
Coca‐Cola is the biggest competitor of Pepsi Co limited.
Some other facts
• PepsiCo today announced a pilot program in India which directly delivers against the
United Nations’ Millennium Development Goal to eradicate extreme poverty and hunger
by 2015.
• PepsiCo India deepens its commitment of agro‐initiatives; provides weather insurance
to Punjab farmers
• Tropicana wins the Gold Trusted Brand Award in the juice category
• FritoLay India presents two new flavours ‘Balsamic Blast’ & ‘Spunky Pimento’
• Tropicana Twister launches new flavour – Apple Rush Introduces new Returnable
Glass Bottle packaging at Rs 12/‐
• Pepsi unleashes the "Youngistaan" spirit with its 360 degree campaign!
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FMCG Compendium

20. CocaCola
Introduction
Coca‐Cola, the corporate nourishing the global community with the worlds largest
selling soft drink since 1886, returned to India in 1993 after a gap of 16 years giving
new thumbs up to the Indian Soft Drink Market. In the same year, the Company took
over ownership of the nation's top soft‐drink brands and bottling network.
Top Man: Mr. Atul Singh (CEO)
Mission/Vision/Values: Every person who drinks a Coca‐Cola enjoys a moment of
refreshment ‐ and shares in an experience that millions of others have savored. And all
of those individual experiences combined have created worldwide phenomenon.
Locations:
Country Mktg office: IndiaEnkay Towers, Gurgaon
Regional Offices: DLF II, Gurgaon; Andheri east Mumbai; Hyderabad; Crescent
Towers, Kolkata
Bottling Plants: 48 across India
Product Portfolio
Coca‐Cola worldwide is into Energy Drink, Juices, Sport drink, Soft Drink, Tea Coffee and
Water market. It offers 8 brands in India namely Coke , Fanta, Sprite, Thumbs Up, Limca,
Maaza, Kinley, Georgia and its latest offering Minute Maid.
After entering Indian market Coca Cola took over the ownership of India's top softdrink
brands, namely Thums Up, Gold Spot, Citra and Limca, and bottling networks of same.
This helped it to open a larger front against the well settled Pepsi.
Its famous campaigns include the latest little drops of joy(includes 5Pillars strategy of
people, portfolio, planet, partners & performance), Jo Chaho Ho Jaye, Life ho to Aisi and
Thanda Matlab Coca Cola, Jiyo sar Utha ke, All taste No gyan (sprite), “Where is the
pulp”(Minute Maid)
Major brand ambassadors of Coca Cola include movie stars such as Mahesh
Babu(Telugu actor), Vikram (tamil actor), Sourav Ganguly, southern celebrities like
Vijay in the past. And today, its brand ambassadors are Aamir Khan, Aishwarya Rai,
Hrithik Roshan, Vivek Oberoi and cricketer Virendra Sehwag.
Some more facts:
• Hindustan Coca‐Cola Beverages Pvt Ltd inaugurated a Water conservation project in
Guntur in Andhra Pradesh in South India recently.
• Coca‐Cola has laid claim to the best global brand for the eighth year in a row in the
coveted Interbrand Best Global Brands ranking.
• 16 Coca‐Cola Football Champs From India To Attend An International Football
Training Camp In Brazil
• Indian olympians facilitated the launch of Limca Book of World Records
• It wins the Golden Peacock Award for Water Management and conservation
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FMCG Compendium

21. • Coca‐Cola renews its commitment to Water Stewardship in India. To replace all
groundwater it uses in its beverages and their production in India by 2009.
21
FMCG Compendium

22. Perfetti Van Melle
Introduction
A subsidiary of the global conglomerate started India operations in 1994.
• Leads the Indian Sugar confectionary market
• greater than 15 brands
• Center Fresh‐ First Brand Offering
• Alpenleibe – single largest selling sugar confectionary brand.
PVM looks for ‘D’ graders
‐ People with the DRIVE to excel
- People DARING enough to try new things at the risk of failure.
PVM’s brands
Mentos
Happydent
Big Babol
Chloromint
Center Shock
Center Fruit
Center Fresh
Alpenliebe
Marbles
Cofitos
Choco+Tella
Chatar Patar
Top Man:
Mr. Sunil Suneja, CEO , India
Mr Stefeno Pelle, Managing Director,India
Market Analysis.
The market is dominated by PVMI as market leader . Competing brands are Cadbury
India, Wrigley's, and Lotte Confectionery.
Other significant players in the market are Hindustan Unilever Ltd9 (HUL), ITC Ltd10
(ITC), Nestlé India Ltd, Candico, Godrej Beverages and Food Ltd.
22
FMCG Compendium

23. Asian Paints
Introduction
• Asian Paints is India's largest paint company and the third largest paint company in
Asia today, with a turnover of INR 44.04 billion (around USD 1.1 billion)
• Asian Paints operates in 20 countries and has 28 paint manufacturing facilities in the
world servicing consumers in over 65 countries.
• Forbes magazine, USA ranked Asian Paints among the ‘Best under a Billion companies
in the World for 2003’
History
Asian Paints (India) Ltd (APIL), promoted in 1942, was converted into a pvt. ltd.
company in 1945, and then into a public ltd. company in 1973.
Top Man: Mr. Ashwin Choksi (Chairman)
Mission/Vision/Values: Asian Paints aims to become one of the top five Decorative
coatings companies world‐wide by leveraging its expertise in the higher growth
emerging markets. Simultaneously, the company intends to build long term value in
the Industrial coatings business through alliances with established global partners.
Location
Growth drivers:
• Bangladesh, Egypt, Malaysia, Sri Lanka, Thailand and the UAE.
Market leaders:
• Barbados, Fiji, Jamaica, Nepal, Samoa Islands, Tonga, Trinidad and Tobago,
Vanuatu, Bahrain and Solomon Islands
Niche market includes:
• Australia, Mauritius, Oman, China, Myanmar and Singapore.
Product Portfolio
Industrial
• Protective Coatings:
Tank Lining
Rust Tolerant Coating
• Powder Coatings: Asian Paints acquired the Hardcastle Castle and Waud Powder
Coating operations in November 2001 into Asian Paints Industrial Coatings Limited
(APICL) in December 2001.
• Road Markings:
Thermoplastic
Water Based
• Floor Coatings
Primers
Coating
Floorings
Pthalic
Automobile
• Aspa
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FMCG Compendium

24. • Apca
• Autobasic
• Bilux
• Deltron
Decorative
• Royale
• Apcolite
• Tractor
• Utsav
• Apex
Strategy
• Asian Paints wants to be one of the top five decorative paint companies worldwide by
2007, according to a report by Morgan Stanley. The company initially used the greenfield
route but later shifted to acquisitions.
• STRENGTHS: Strong brands; Wide range of offerings across all product categories;
Most extensive distribution network in the paints industry
• Asian PPG has recently been formed as a 50:50 joint venture between Asian Paints
(India) Limited and PPG Industries Inc. of USA
Competition
• Goodlass Nerolac Paints Ltd.
• ICI India Ltd.
• Du‐Pont(Automobile Paints)
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FMCG Compendium

25. Dabur
Introduction
• 4th Largest FMCG in India with interests in Health Care, Personal Care and Food
Products
• Dabur has a turnover of Rs.2396 crore.
• Famous for Indian Ayurvedic and Herbal Products
History
In 1884, Dr. S K Burman establishes the launch of Dabur in a small Calcutta Pharmacy.
In 1896, Dr S K Burman sets up the first manufacturing plant for mass production of
formulations. In early 1900s, it forays into Ayurvedic medicines. In 1936 it becomes
fully fledged Dabur India Pvt Limited. In 1986, Dabur becomes a Public Limited
Company. In 1992 Dabur enters with a Joint Venture with Agrolimen of Spain for
manufacture of Confectionary items in India. In 1995, Dabur enters in Joint Venture
with Osem of Israel for food and Bongrain of France for Cheese and other dairy
products.
Vision: Dedicated to the health and well being of every household.
Product Portfolio
Health Care Products
Health Supplements
Dabur Chyawanprash
Dabur Chyawanshakti
Glucose D
Baby Care
Dabur Lal tail
Dabur Janma Ghunti
Digestives
Hajmola
Hajmola Candy
Pudin Hara
Liquid and Pearls
Pudin Hara G
Dabur Hingoli
Natural Cures
Bhringraj Ayurvedic Tail
Super Thanda Tail
Badam Tail
Active Blood Purifier
Shilajit Gold
Nature Care
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FMCG Compendium

26. Sat Isabgol
Shilajit
Shankha Pushpi
Sarbyna Strong
Hair Care-Oil
Amla Hair Oil
Amla Lite Hair Oil
Vatika Hair Oil
Anmol Sarson Amla
Hair Care Shampoo
Vatika Henna Conditioning Shampoo
Vatika Anti‐Dandruff Shampoo
Vatika Root Strengthening Shampoo
Skin Care
Gulabari
Vatika Fairness Face Pack
Vatika Saffron Glow Soap with Sandal
Oral Care
Dabur Red Toothpaste
Babool Toothpaste
Meswak Toothpaste
Promise Toothpaste
Dabur Lal Dant Manjan
Dabur Binaca Toothbrush
Food
- Real Fruit Juices
- Real Activ
- Coolers
- Dabur Honey
- Hommade
- Lemoneez
- Capsico
Home Care
- Odomos
- Odopic
- Odonil
- Sanifresh
Ayurvedic Specialities
Dabur has more than 350 Shastriya (Classical) Ayurvedic prepar‐ations which form an
important part of Ayurvedic practitioner's daily practice.
Gaur Gum
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FMCG Compendium

27. Dabur Davisco into making products out of Gaur Gum. It is used in Food applications
and industrial applications.
Strategy
Dabur India Limited has a presence in over 50 countries and the company is expanding
globally more emphasizing on the Ayurvedic range of products that it has in its offering.
In the Indian markets the company is planning to expand by the way of M&A (e.g.
Balsara India Acquisition). Also the group has launched several successful ventures in
food business the way of JV’s with foreign multinationals.
Competition
In health care products the company faces challenges from local players and players like
Emami (Sona Chandi Chyawanprash). In personal care products the company is facing
competition from FMCG majors like HLL, P&G, Marico. In Foods again the company faces
competition from Majors like ITC, HLL and some local dominant players as well.
27
FMCG Compendium

28. Britannia
1892
* The Genesis ‐ Britannia established with an investment of Rs. 295 in Kolkata
1910
* Advent of electricity sees operations mechanised
1921
* Imported machinery introduced; Britannia becomes the first company East of the Suez
to use gas ovens
1939 ‐ 44
* Sales rise exponentially to Rs.16,27,202 in 1939
* During 1944 sales ramp up by more than eight times to reach Rs.1.36 crore
1975
* Britannia Biscuit Company takes over biscuit distribution from Parry's
1978
* Public issue ‐ Indian shareholding crosses 60%
1979
* Re‐christened Britannia Industries Ltd. (BIL)
1983
* Sales cross Rs.100 crore
1989
* The Executive Office relocated to Bangalore
1992
* BIL celebrates its Platinum Jubilee
1993
* Wadia Group acquires stake in ABIL, UK and becomes an equal partner with Groupe
Danone in BIL
1994
* Volumes cross 1,00,000 tons of biscuits
1997
* Re‐birth ‐ new corporate identity 'Eat Healthy, Think Better' leads to new mission:
'Make every third Indian a Britannia consumer'
* BIL enters the dairy products market
1999
* "Britannia Khao World Cup Jao" ‐ a major success! Profit up by 37%
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FMCG Compendium

29. 2000
* Forbes Global Ranking ‐ Britannia among Top 300 small companies
2001
* BIL ranked one of India's biggest brands
* No.1 food brand of the country
* Britannia Lagaan Match: India's most successful promotional activity of the year
* Maska Chaska: India's most successful FMCG launch
2002
* BIL launches joint venture with Fonterra, the world's second largest dairy company
* Britannia New Zealand Foods Pvt. Ltd. is born
* Rated as 'One amongst the Top 200 Small Companies of the World' by Forbes Global
* Economic Times ranks BIL India's 2nd Most Trusted Brand
* Pure Magic ‐Winner of the Worldstar, Asiastar and Indiastar award for packaging
2003
* 'Treat Duet'‐ most successful launch of the year
* Britannia Khao World Cup Jao rocks the consumer lives yet again
2004
* Britannia accorded the status of being a 'Superbrand'
* Volumes cross 3,00,000 tons of biscuits
* Good Day adds a new variant ‐ Choconut ‐ in its range
2005
* Re‐birth of Tiger ‐ 'Swasth Khao, Tiger Ban Jao' becomes the popular chant!
* Britannia launched 'Greetings' range of premium assorted gift packs
* The new plant in Uttaranchal, commissioned ahead of schedule.
* The launch of yet another exciting snacking option ‐ Britannia 50‐50 Pepper Chakkar
2007
* Britannia industries formed a joint venture with the Khimji Ramdas Group and
acquired a 70 percent beneficial state in the Dubai‐based Strategic Foods International
Co. LLC and 65.4% in the Oman‐based Al Sallan Food Industries Co. SAOG.
2008
• Britannia launched Iron fortified 'Tiger Banana' biscuits, 'Good Day Classic Cookies',
Low Fat Dahi and renovated 'MarieGold'.
Mr Nusli N Wadia ‐ Chairman
Ms. Vinita Bali ‐ Managing Director
Motto
Eat Healthy, Think Better
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FMCG Compendium

30. Product Portfolio
Biscuits
Tiger
Chota Tiger
Tiger chai biskoot
Tiger rosemilk cream
Tiger brit energy pops
Tiger chocolate cream
Tiger orange cream
Tiger coconut energy
Tiger elaichi cream
Tiger kesar cream
Tiger banana
50‐50
50‐50 Maska Chaska
Pepper Chakkar
Good Day Cashew
Good Day Butter
Good Day Choconut
Good Day Butter Scotch
Good Day Honey & Raisin
Good Day Chocolate Chip
Little Hearts Classic
Vita Marie Gold
Marie Gold
Milk Bikis
Milk Bikis Cream
Nice Time
NutriChoice 5 Grain
NutriChoice Digestive
NutriChoice Cream Cracker
NutriChoice Thin Arrowroot
NutriChoice SugarOut Chocolate
NutriChoice SugarOut Litetime
NutriChoice SugarOut Orange cream
Timepass Classic salted
Timepass Nimkee
Treat Choco Gelo
Treat delicious Dates
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FMCG Compendium

31. Treat Apple punch
Treat Tangy Flavoured Orange
Treat Strawberry Flavoured surprise
Bourbon Treat
Treat Elaichi Fon
Treat Jim Jam
Treat Mango Mischief
Treat Masti Orange
Treat Pineapple Prank
Greeting range of assorted gift packs
Dairy Products
Asli Pepper cheese slices
Cheese Cubes
Cheese spreadz masala herbs
Cheese spreadz Mexican Mirchi
Cheese spreadz Minty Coriander
Cheese spreadz Peppy Cilantro
Cheese spreadz Sour Cream n Onion
Britannia Cheese Tin
Low‐fat Cheesy Spreadz
Low‐fat Cheesy Slices
Cheeza Pizza Cheese
Natural Cheese Block
Processed Cheese Block
Breads and Cakes
Suji Toast
Yummy Choco
Yummy Pineapple
Vanilla Cup Cake
Orange Cup Cake
Premium bake breads
Financial:
Britannia's gross sales turnover increased to Rs 18,179 mn in 2005‐06 from Rs 16,154
mn in the previous year, registering a growth of 13%.
Competitors:
ITC, Parle, Local players like Surya Foods (Priya Gold)
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FMCG Compendium

32. ColgatePalmolive
Introduction
• Colgate was rated as the #1 brand by the A&M‐ MODE Annual Survey for India’s Top
Brands for eight out of nine years during the period 1992 to 2001.
• Colgate has been ranked as India’s Most Trusted Brand across all categories for two
consecutive years in 2003 and 2004 by Brand Equity’s Most Trusted Brand Survey.
History
Colgate Palmolive India Ltd is a 51% subsidiary of Colgate Palmolive Company, USA.
Top Man: Mr. Roger Calmeyer (Managing Director)
Mission/Vision/Values: Three core corporate values: Caring, Global Teamwork and
Continuous Improvement.
As a leading consumer products company we are also deeply committed to advancing
technology which can address changing consumer needs throughout the world. In fact,
our goal is to use our technology to create products that will continue to improve the
quality of life for our consumers wherever they live.
Mergers and Acquisitions: ColPal (US): In June 2004, the Company completed its
acquisition of GABA Holding AG (GABA), a privately owned European oral care company
headquartered in Switzerland.
Colgate Palmolive India has acquired 75 % equity shareholding in three firms -
Advanced Oral Care Products, Goa, Professional Oral Care Products, Goa and SS Oral
Hygiene Products, Hyderabad. All the three firms are engaged in the manufacture of
toothpaste.
Product Portfolio
Oral Care
Toothpastes
‐ Colgate Dental Cream
‐ Colgate Max Fresh
‐ Colgate Herbal
‐ Colgate Cibaca Family Protection
‐ Colgate Advance Whitening
‐ Colgate Active Salt
‐ Colgate Total 12
‐ Colgate Kids Tooth Paste
‐ Colgate Fresh Energy Gel
Tooth Brushes
‐ Colgate Navigator Plus
‐ Colgate 360
‐ Colgate Sensitive
‐ Colgate Extra‐Clean
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FMCG Compendium

33. ‐ Colgate Cibaca Top
‐ Colgate Motion
‐ Colgate Massager
‐ Colgate Junior Flexible
‐ Colgate Super Child Flexible
‐ Colgate Super Flexible
‐ Colgate ZigZag Junior
‐ Colgate ZigZag
‐ Colgate ZigZag Plus
Toothpowder
‐ Colgate Toothpowder
Whitening Product
‐ Colgate Advance Whitening
Kids Product
‐ Colgate Kids ToothPaste
‐ Colgate Super Junior Flexible
‐ Colgate Super Child Flexible
‐ Colgate ZigZag Junior
Personal Care
Body Wash
‐ Palmolive Naturals Moisturizing Body Wash ‐ Milk & Honey and Milk &
Almond
‐ Palmolive Aroma Shower Gel ‐ Relax
‐ Palmolive Aroma Shower Gel ‐ Vitality
‐ Palmolive Thermal Spa ‐ Firming & Massage
Liquid Hand Wash
‐ Palmolive Aroma Liquid Hand Wash‐Relax
‐ Palmolive Naturals Liquid Hand Wash‐Family Health
‐ Palmolive Naturals Liquid Hand Wash‐Milk and Olive
Shave preps
‐ Palmolive Shave Cream
Skin Care
‐ Palmolive Charmis Cream
Hair Care
‐ Halo Shampoo
Household Care
Axion Dish Washing Paste
From the Dentist
Gingivits Treatment
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FMCG Compendium

34. ‐ PerioGard
‐ Total Plax
Sensitivity Treatment
‐ Gel Kam
‐ Sensitive
Tooth whitening
‐ Platinum Professional Tooth Whitening system Fluoride Therapy
‐ Phos‐Flur anti‐cavity flouride rinse
Mouth Ulcer Treatment
- Oragard‐B
Specialty Cleaning
Strategy
Create oral awareness among children.
Several cost‐saving initiatives were taken particularly in the area of supply chain.
Purchasing is one of the key areas it has achieved considerable savings. These savings
have come, for example, from key supplier partnerships and also by participating in
reverse eauctions online with approved suppliers and by finding new lower cost sources.
Competition
HLL, Dabur, other small players (Anchor)
34
FMCG Compendium

35. Marico
History
1857 – A young man Kanji Moorarji sets up a modest trade in spices
1948 – Birth of Bombay Oil Industries (Copra trading, crushing & refining of veg oils)
1983 – Divisionalisation (consumer products division, fatty acids and chemicals
division, spice extracts division)
1990 – Restructuring – several companies (consumer products division become Marico)
1996 – Marico makes its maiden public issue
1999 – Bought Oil of Malabar (more popular in southern India)
1999 – Bought Mediker from P&G Early 2000 – Started first Kaya Skin Clinic in Mumbai
2000 – Sil brand acquired from Kanmoor Foods
2003 – Bought Sundari
2004‐05 – Turnover around 230 million USD
Top Man: Mr. Harsh Mariwala (Chairman & Managing Director)
Mission/Vision/Values:
MARICO'S BUSINESS DIRECTION ‐ 2010: We commit ourselves to improving the quality
of people's lives in several parts of the world, through branded Fast Moving Consumer
Products and Services in Personal and Health Care.
• We shall offer brands that enhance the appeal and nourishment of hair and skin
through distinctive products and services based on the goodness of coconut, other
natural substances and the underlying science of hair care and skin care.
• We shall make available brands that contribute to healthy living, through, both
products drawn from agriculture offered in natural or processed forms, and services.
• We shall develop, in parts of the world beyond the Indian Sub‐Continent, a franchise
for our branded products and services.
• We shall aim to be a leader in each of our businesses through heightened sensitivity to
consumer needs, setting up of new standards in the delivery and quality of products and
services and processes of continuous learning and improvement.
• We shall share our prosperity amongst members, shareholders and associates, who
contribute in improving our Equity and Market Value. We shall acquire the stature of a
friendly corporate citizen, contributing to the betterment of neighbourhood
communities, where we are significantly present.
Location:
• Marico's own manufacturing facilities are located at Goa, Kanjikode, Jalgaon, Saswad,
Pondicherry, Dehradun and Daman Supported by subcontracting units.
• In Bangladesh, Marico operates through Marico Bangladesh Limited, a wholly owned
subsidiary Manufacturing facility at Mouchak, near Gazipur.
• Geographical Reach :
UAE, KSA, Oman, Qatar, Bahrain, Kuwait, Yemen, Lebanon, Sudan, Iran, Israel
Bangladesh, Pakistan, Nepal, Bhutan, India
USA, Singapore, Malaysia, Australia
35
FMCG Compendium

36. Product Portfolio
Parachute coconut hair and after shower gel – Advansed and Starz
Saffola refined edible oil and salt;
Sweekar refined sunflower oil;
Hair & Care oil and conditioner (Silk n Shine);
Shanti badam amla hair oil;
Mediker anti lice treatment and oil;
Oil of Malabar hair oil;
Sil jams, sauces, beans, soup, mayonnaise, vinegar;
Revive instant starch powder;
Kaya Skin Clinics;
Sundari luxury ayurvedic skin products;
Manjal turmeric soap.
Market share ‐ Marico has a dominating 55% market share in the pure coconut oil
category. Hair & Care has a 21% market share in the non sticky segment. Shanti Amla
(2005), in the amla category, garnered an 8% market share within a year of launch and
has become an Rs200mn brand.
Total Sales in 07‐08 – 1907 Cr
Total Profit in 07‐08 – 169 Cr
Strategy
• They say their competitive advantage lies in: Branding, Distribution, Cost Management
and Innovation.
• Strategy in the hair oil segment is to increase consumption by conversion of users
from loose oil to branded oils.
• The edible oil business remains cyclical in nature despite being brand driven.
• International Strategy: Started with offering products to Indians settled abroad. Now
targeting products at local population (mainly skincare).
• India strategy – Moving into soaps and launching multi‐attribute brands
• Global strategy – Inorganic growth and exploration of S. E. Asian markets
Competition
Competitors – Dabur (Vatika, Amla) Oils, Dabur Capsico sauce, Dabur ayurvedic; Emami
Navratna hair oil; HUL Ayush (ayurvedic), HUL Kissan sauce
36
FMCG Compendium

37. SAB Miller
Introduction
South African Breweries plc (SAB) is one of the world’s largest brewers with presence
in over 60 countries across five continents. Outside the USA, it is also one of the largest
bottlers of Coca‐Cola products in the world. SAB set up its Indian subsidiary, SAB Miller
India Ltd in October, 2000. It is India’s second largest brewer.
Top Man: Mr. Jean‐Marc Delphon de Vaux (Managing Director, India)
Mission/Vision/Values: Our success will depend on knowing how to run a beer business
better than our competitors and extracting maximum value from the assets now in
place.
Product Portfolio:
‐ Fosters
‐ Peroni
‐ Royal Challenge
‐ Haywards 2000
‐ Haywards 5000
‐ Haywards 10000
‐ Haywards Black
‐ Castle Lager
‐ Knock Out
Strategy:
SAB Miller India’s growth strategy is built around the acquisition of production capacity
in key markets, upgrading and modernizing breweries and the introduction of
internationally proven brands, as well as developing local brands, for consumers in
India.
Market share:
SABMiller and United Breweries together own nearly 90 per cent of the share of the
beer market in India. SABMiller’s market share is 35 per cent in the Indian beer market,
which is about the same as last year’s.
During the last fiscal, it invested about Rs 281 crore in upgrading existing plant and
machinery and developing capacity.
It has also set up new can lines in its Mysore Breweries as well as Rochees Breweries.
The beer manufacturing giant has so far invested about $650 million in India and plans
to add 9 million cases each year, according to its plans, through a mix of organic growth
and addition of newer capacities.
News:
Launches Peroni, a premium beer in India. Feb, 2008
Acquires 100% stake in Fosters India for $120 Million. August, 2006
Competitors:
Kingfisher, Sandpiper, Beck’s, Zingaro, Kalyani Black Lab
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FMCG Compendium