Smaller FMCG brands struggle to expand consumer reach

India’s FMCG market is becoming more difficult for smaller brands, with only 56% of low-penetration brands growing their consumer reach in 2025, compared with 83% of highly penetrated and 78% of mid-sized brands. Overall FMCG consumer choices rose 5.1% to 129 billion, while brands such as Balaji, Rin, Sunrise and Exo gained ground.