Major FMCG companies, including Hindustan Unilever (HUL), Colgate-Palmolive, and Marico, are adopting a “Designing for India” approach, launching products tailored to meet the nation’s diverse regional tastes and shifting health trends. As consumers increasingly demand quality and wellness-oriented options, these companies are intensifying efforts to align products with local preferences and needs.
HUL has notably fine-tuned its tea offerings to suit different regions. “In the South, our Red Label tea is a finer blend, while in the North, it’s grainier. Processing methods vary accordingly,” explained Vibhav Sanzgiri, HUL’s Executive Director for R&D. Leading a team of over 800 scientists, Sanzgiri highlighted that today’s consumers expect not just taste but added health benefits, appealing fragrances, and unique packaging that resonates with regional lifestyles.
Colgate-Palmolive, recognizing India’s penchant for snacks, has introduced an arginine-based toothpaste to address common oral health concerns among snack lovers. “Designing for India means considering local taste nuances and understanding demographic needs,” stated Swati Agarwal, Executive Vice-President at Colgate-Palmolive India. The brand also tailors shower gels with region-specific fragrances, enhancing appeal across varied consumer bases.
Marico, under its Saffola brand, is expanding its healthy product lineup with options like honey, millets, and soya chunks, building on positive feedback from traditional-flavored oats. “Indian consumers are leaning towards healthier, sustainable options without compromising on flavor,” said Dr Shilpa Vora, Marico’s Chief R&D Officer.
A recent study by Fireside Ventures revealed that urban Indian consumers are prepared to pay up to 15% more for staple and healthy snack items, and up to 30% more for premium beverages. Nestlé India has embraced this premiumization trend by launching over 140 products in recent years, including the popular Maggi oats-millets and Kit Kat Dessert Delight Strawberry, which have also gained traction in international markets.
PepsiCo India has similarly localized its offerings, recently adding a red chili variant to its Lay’s chip line-up. “India is a nation of many tastes, and Lay’s is committed to catering to this diversity,” commented Soumya Rathor, PepsiCo India’s Category Lead for Potato Chips.
As these FMCG giants invest in regionally tailored products, they are not only meeting current consumer demands but are also paving the way for a new era of personalized engagement within India’s dynamic market.