CodeWithKriti

When we walk through supermarket aisles in India today, it feels like more than just shopping—it’s a clash of identities. On one side stand the multinational FMCG giants, and on the other, the rising force of local and regional brands. Whether it’s food, personal care, or household products, this competition is reshaping the consumer experience in India.

The Rise of Local Brands

Local and regional brands are thriving because they understand the Indian market better than anyone else. They cater to a price-sensitive consumer base and bring in a much-needed Indian touch or personalisation in everything they offer. For a massive section of consumers, this cultural connection is just as important as affordability.

Smart Strategies Beyond Price

It’s not just low pricing that helps local brands win. Many are using hyperlocalisation, where they focus on select cities and pin codes to serve consumers more effectively. Add to that, influencer marketing has become a powerful tool to connect with younger audiences, building trust and authenticity that multinationals often struggle to achieve.

A Challenge for Global Giants

Multinationals have the advantage of scale and brand recognition, but they often move slowly when it comes to changes in formulation, packaging, or pricing. Local brands, on the other hand, are nimble and quick to adapt to consumer feedback. This agility could chip away at the dominance of global giants in the long run.

What It Means for Indian Consumers

For consumers like me, this competition brings more choices and better pricing in the aisles. The only downside? Sometimes the sheer number of options can feel overwhelming. But overall, this clash is a win for the Indian shopper—more variety, better quality, and prices that suit every pocket.