SMB Playbook

Emerging FMCG players are reshaping the Indian market

India’s Fast Moving Consumer Goods (FMCG) market is at an inflection point. As inflation eases and consumer spending patterns evolve, small and regional players are gaining momentum—challenging established brands with speed, agility, and focused innovation.  

Small players now contribute over 23% of the volume in Food and 14% in Home & Personal Care categories. Their ability to react faster to trends—be it health-first snacking, affordable premium, or regional taste profiles—is giving them a lasting edge. In a market where scale doesn’t always mean strength, small and medium businesses (SMBs) are proving that relevance and responsiveness are the true growth multipliers. 

According to the NIQ Inside Look 2024 report, 3-in-10 small players cite revenue growth as their top priority, followed closely by category expansion.  

What’s driving this shift? More importantly, how can your brand adapt and thrive? 

Our SMB Playbook offers data-backed intelligence to help emerging brands navigate complexity, mitigate risk, and unlock high-impact opportunities. Built for challenger brands and agile players, this report uncovers the strategies that power resilience and growth in an uncertain market. 

Inside the report

Gain expert insights for emerging brands and beyond. Subscribe to the report to learn more about how Indian SMBs are dealing with today’s challenges and how they can manage future risks. 

• How SMBs are leveraging price-pack architecture and innovation to win shelf space 

• Categories and consumer segments where small players are outperforming the market 

• The role of local relevance and agility in capturing regional demand 

• Where to focus distribution, media, and digital investments for efficient scale