Trusted names, new game: India's FMCG giants reload old guns for changing tastes
The Economic Times · ET Online ·
India's FMCG companies are expanding into new product categories by leveraging the trust associated with their established brands. Hindustan Unilever has launched Horlicks Protein Powder, targeting consumers seeking protein-rich products. Emami is introducing new products across baby care and specialized scalp care under its existing brands. Marico has entered the shampoo market with Parachute Advansed Protein Shampoo, capitalizing on its hair-care equity.
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The trend is visible across major FMCG players, including Hindustan Unilever (HUL), Emami, Marico and ITC. Whether it is Horlicks moving into protein powder, BoroPlus entering baby care or Sunfeast offering protein cookies, companies are looking to give established brands a fresh role as consumer preferences shift and new growth opportunities emerge.
HUL, for instance, has entered the protein segment with Horlicks Protein Powder, launched during the September quarter. The company is banking on Horlicks’ long-standing association with nutrition to reach consumers looking to meet their daily protein needs. HUL said the product had seen encouraging early traction and that it saw considerable room to expand in the category.
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