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A u t o m a t i c in v e s t me n t ap p r o va l ( in c l u d in g f o r e i g n t e ch n o lo g y a g r e e m e n t s w i t h in s p e c i f i e d n o r m s ) , u p t o 1 0 0 p e r c e n t f o r e i gn e q u it y o r 1 0 0 p e r c e n t f o r N R I a n d O v e r s e a s C o rp o rat e B o d i e s ( O C B s ) i n v e st me n t , i s a l l o w e d f o r mo st o f t h e f o o d p ro c e s s in g s e ct o r . F M C G in d u st r y , a l t e r n a t i v e l y c a l le d a s C P G ( C o n su m e r p a c k a g e d go o d s ) i n d u st r y p r i m a r i l y d e a l s w it h t h e p ro d u c t i o n , d i s t r ib u t i o n an d m a r k e t in g o f c o n su m e r p a c k a g e d g o o d s . T h e se ar e p r o d u c t s t h at h a ve a q u i c k t u r n o v e r , a n d r e l at i v e l y l o w c o s t . C o n s u m e r s g e n e r al l y p u t le s s t h o u g h t i n t o t h e p u r c h a se o f FM C G t h an t h e y d o f o r o t h e r p r o d u ct s . T h o u gh t h e a b s o l u t e p ro f i t ma d e o n F M C G p ro d u c t s i s re l at i ve l y s m a l l, t h e y
G r o w t h P r o s p ec t s : W i t h t h e p re s e n c e o f 1 2 . 2 % o f t h e w o rl d p o p u l at i o n i n t h e v i l l ag e s o f I n d ia , t h e I n d i an r u r a l F M C G m ar k e t i s s o m e t h i n g n o o n e c a n o v e r l o o k . I n c r e a se d f o cu s o n f a r m s e ct o r w i ll b o o s t ru r a l in c o me s , h e n c e p r o v id in g b e t t e r g r o wt h p r o sp e ct s t o t h e FM C G c o m p an ie s . B e t t e r in f r a st r u ct u r e f a c i l it ie s w i ll im p r o v e t h e i r s u p p l y ch a in . FM C G se c t o r i s a ls o l i ke l y t o
b e n e f it f ro m gr o w in g d e m an d in t h e m ar k e t . B e c a u s e o f t h e lo w p e r c a p it a co n su mp t i o n f o r a l mo s t a ll t h e p r o d u ct s in t h e c o u n t r y , FM C G c o m p a n ie s h a ve imm e n se p o s si b i l it i e s f o r g ro w t h . An d i f t h e c o mp an i e s a r e a b l e t o ch an g e t h e m i n d s e t o f t h e c o n su m e r s , i . e . i f t h e y a r e ab le t o t a k e t h e c o n s u m e r s t o b r an d e d p ro d u ct s a n d o f f e r n e w g e n e ra t io n p r o d u c t s , t h e y w o u ld b e ab l e t o g e n e rat e h ig h e r g r o wt h in t h e n e a r future. Common FMCG products: S o m e c o mm o n F M CG p r o d u ct c at e g o ri e s i n cl u d e f o o d a n d d a i r y p r o d u ct s , g l a s s w a r e , p ap e r p ro d u c t s , p h a r m a ce u t i c a l s , co n su me r e le c t r o n i c s , p a c k a g e d f o o d p r o d u c t s , p l a st i c g o o d s , p r in t i n g an d st at i o n e r y , h o u s e h o ld p ro d u ct s, p h o t o g r ap h y, d r in k s e t c . an d s o m e o f t h e e x a mp l e s o f F M C G p r o d u c t s ar e co f f e e , t e a , d r y ce l l s , g r e e t i n g c a rd s , g if t s , d e t e r ge n t s , t o b a c c o a n d c i g a re t t e s , w at c h e s , s o ap s e t c . M a r k e t p o t e n t i a l i t y o f F M CG i n d u s t r y : S o m e o f t h e m e r it s o f FM C G in d u st r y , w h i c h m ad e t h i s in d u s t r y a s a p o t e n t i a l o n e , a re lo w o p e ra t i o n a l c o st , s t r o n g d i st ri b u t i o n n e t w o r k s , p r e se n ce o f re n o w n e d F M C G c o m p an ie s. P o p u l at i o n g r o wt h i s a n o t h e r f a c t o r w h i ch i s re sp o n s ib le b e h in d t h e s u c c e s s o f t h i s in d u s t r y . L e a d i n g F M C G c o mp a n i e s : S o m e o f t h e w e l l k n o w n FM C G c o mp an ie s ar e S a ra Le e , N e s t l , R e c k it t B e n c k i s e r, Un i le v e r , P ro c t e r & G am b l e , C o c a - C o la , Ca r l sb e rg , K le e n e x , General Mills, Pepsi and Mars etc. C a t e g o r i e s o f F M CG I n d u s t r y :
S. NO. 1. 2.
C o m p an ie s H i n d u st an Un i le v e r L t d . I T C ( I n d i an T o b a c c o C o mp an y )
3. 4. 5. 6. 7. 8. 9. 10.
u n it s c a n b e s e t u p b y go v e rn me n t a p p r o v a l an d u se o f f o re i g n b r an d n a me s e t c . F o re i gn D ir e c t In v e s t m e n t ( FD I ) : Au t o m a t i c in v e st m e n t ap p r o v a l u p t o 1 0 0 p e r ce n t f o r e i gn e q u it y o r 1 0 0 p e r c e n t f o r N R I an d O v e r s e a s C o r p o r at e B o d i e s i n ve st m e n t i s a ll o w e d f o r mo st o f t h e f o o d p r o c e s si n g s e ct o r e x c e p t m a lt e d f o o d , a l c o h o li c b e v e r a g e s a n d t h o s e r e s e r ve d f o r s ma l l s c a l e in d u s t r ie s ( SS I ) .
1 . R e m o v a l o f i mp o r t r e st r i ct io n s re s u lt in g in r e p l a c in g o f d o me s t i c brands 2 . S lo w d o w n i n ru r al d e m an d 3 . T a x a n d re gu l at o r y s t r u ct u r e 4 . Rural demand is cyclical in nature and also depends upon monsoon. I n d i a n C o m p e t i t i v en e s s an d C o mp a r i so n w i t h t h e W o r l d M a r k e t s T h e f o ll o w i n g f a ct o r s m a ke In d i a a c o mp e t it i v e p l a y e r in FM C G se c t o r : A v a i l ab i l i t y o f r aw m a t e r i al s
I n d ia n c o mp an ie s h a v e t h e i r p r e se n ce a c r o s s t h e v a lu e c h a i n o f FM C G s e c t o r , r i gh t f r o m t h e s u p p l y o f r a w ma t e r i a l s t o p a c k a ge d go o d s i n t h e f o o d - p r o ce s s i n g s e ct o r . T h i s b r i n gs I n d ia a mo r e c o st c o m p e t i t i ve a d v a n t a g e . F o r e x am p le , A m u l su p p li e s m i l k a s we l l a s d a ir y p r o d u ct s l i k e ch e e se , b u t t e r , e t c . D i s t i n g u i sh i n g f e a t u r e s o f I n d i an F M CG Bu s i n e s s : F M C G co mp a n i e s s e l l t h e i r p r o d u ct s d ire c t l y t o co n su me r s . M aj o r f e a t u r e s t h at d i s t in g u i sh t h i s se c t o r f ro m t h e o t h e r s i n c lu d e t h e f o ll o w i n g : 1 . D e s i gn a n d M a n u f a c t u ri n g L o w C a p i t a l In t e n si t y - M o st p r o d u c t c a t e go r ie s in FM C G r e q u i re r e la t i ve l y mi n o r in v e st me n t i n p l an t an d m a c h in e r y an d o t h e r f i x e d a ss e t s . Al s o , t h e b u s in e s s h a s l o w w o r k i n g
c a p it a l in t e n s it y a s b u l k o f sa l e s f r o m m a n u f a c t u r in g t a k e p la c e o n a c a s h b a si s . T e c h n o lo g y - B a s i c t e c h n o lo g y f o r m an u f a c t u r in g is e a s i l y a v a i l a b l e . A l so , t e ch n o l o g y f o r m o s t p ro d u c t s h a s b e e n f a ir l y st ab l e . M o d if i c at i o n s a n d im p ro v e me n t s r a re l y c h an g e t h e b a s i c p r o c e s s . T h ir d - p a rt y M an u f ac t u ri n g - M an u f a ct u r i n g o f p ro d u ct s b y t h i r d p a rt y v e n d o r s i s q u it e c o m m o n . B e n e f it s a s so c i a t e d w it h t h ir d p a r t y m a n u f a c t u r in g i n cl u d e ( 1 ) F l e x ib i l it y i n p ro d u c t io n an d in v e n t o r y p l an n i n g; ( 2 ) F le x i b il it y in co n t r o l li n g l ab o u r c o st s ; an d ( 3 ) L o gi s t i c s - so m e t i me s it s e s se n t ia l t o g e t ce rt a in p ro d u c t s m a n u f a c t u re d n e a r t h e m a r k e t . 2 . M a r k e t in g a n d D is t r ib u t io n M a r k e t in g f u n ct io n i s in d is p e n s ib le in ca s e o f FM C G co m p an i e s . M a j o r f e a t u r e s o f t h e m ark e t in g f u n ct i o n i n c lu d e t h e f o l l o w in g : - H i g h I n i t i a l L a u n c h C o st - N e w p r o d u c t s r e q u i re a la r g e f r o n t - e n d e d in v e s t me n t i n p r o d u c t d e v e lo p m e n t , ma r k e t r e s e a r c h , t e st ma r k e t in g an d la u n c h . C r e a t i n g a w a re n e s s a n d d e v e lo p f r an c h i s e f o r a n e w b r an d r e q u i re s e n o r m o u s in i t i a l e xp e n d it u r e o n l au n ch ad v e r t i s e me n t s , f r e e s a mp l e s a n d p r o d u c t p r o mo t i o n s . L au n ch co s t s ar e a s h i gh as 5 0 - 1 0 0 % o f r e v e n u e i n t h e f i r st y e a r . Fo r e st a b l i sh e d b r a n d s , ad v e rt i se m e n t e x p e n d i t u re va r i e s f r o m 5 - 1 2 % d e p e n d i n g o n t h e c at e go ri e s . L i m i t e d M a s s M e d i a O p t i o n s - T h e c h a l le n ge a s so c i at e d w it h t h e l a u n c h an d / o r b r an d - b u i l d i n g in it i at i v e s i s t h at f e w n u mb e r o f m a s s m e d i a o p t io n s . T V re a c h e s 6 7 % o f u rb an c o n su m e r s a n d 3 5 % o f ru r al c o n su m e r s . Al t e rn at i v e s l i k e w a l l p a in t i n g s , t h e a t r e s , v id e o v e h i c le s , s p e c i al p a c k a g in g an d c o n s u m e r p r o m o t i o n s b e c o me an e xp e n s i v e b u t r e q u i r e d a ct i v it y a ss o c i a t e d w it h a s u cc e s s f u l F M C G . H u ge D i st r ib u t io n N e t wo rk - In d i a i s h o m e t o s i x m i l l io n re t a i l o u t l e t s , i n c lu d in g 2 m i ll i o n in 5 , 1 6 0 t o w n s an d f o u r m il l i o n i n 6 2 7 , 0 0 0 v i l l ag e s . S u p e r m ar k e t s v i rt u a l l y d o n o t e x is t in I n d ia . T h i s ma k e s l o g i s t i c s p a r t i cu l a rl y f o r n e w p la y e r s e xt r e m e l y d i f f i cu lt . It a l s o m ak e s n e w p r o d u c t l au n ch e s d if f i c u lt si n ce re t a i le rs a re re lu c t an t t o a ll o c a t e r e s o u r c e s an d t i me t o s l o w m o v in g p r o d u ct s . C ri t i c a l f a ct o r s f o r s u c c e s s a r e t h e a b ili t y t o b u il d , d e v e l o p , a n d m a in t a in a ro b u s t d i st r ib u t io n n e t wo rk . 3 . C o mp e t it io n S i gn i f i c an t P r e se n ce o f U n o r ga n i z e d S e ct o r - F a ct o r s t h a t e n ab l e s m al l , u n o r ga n i z e d p l a y e rs w i t h l o ca l p re s e n c e t o f l o u ri s h