Global Snackattack: Indian Biscuits & Poha Take FMCG Exports from Local to Vocal

India's fast-moving consumer goods (FMCG) industry has a hot streak—one of home staples like gram flour, poha, shampoos, and biscuits are being exported in larger quantities than they are being consumed in India by some of the top players. HUL, Dabur, Marico, and ITC are some of the players experiencing a wave of overseas demand, fueled by the growing popularity of Indian food and wellness items overseas.

Export Highlights

HUL's export business, Unilever India Exports Ltd, posted 8 percent sales growth, at Rs 1,258 crore, while growth in the domestic market lagged at a paltry 2 percent.

Dabur exports increased 17 percent, while revenue recorded a mere 1.3 percent rise.

The firm has posted 14 percent constant currency export growth, which is above its 12 percent overall growth.

AWL Agri Business (earlier Adani Wilmar) doubled its branded business exports within the next three years to Rs 250 crore in FY25.

Godrej Consumer Products also expanded its overseas business margin from 10 percent to 17 percent in two years.

Product Pulse

Indian foods such as poha, atta, besan, soya nuggets, and mustard oil are finding their ways into international kitchens.

Consumer care firms such as Dove, Sunsilk, Lakme, and Lifebuoy are registering good export demand.

Wellness and nutrition brands like Glow & Lovely and Horlicks are also leading the export boom.

Growth Catalysts

Indian restaurant growth and global appetite for Indian flavor are expanding the customer base beyond the diaspora.

Government schemes like the Production-Linked Incentive (PLI) scheme for food processing and millet-based products are boosting export potential.

The PLI scheme has already onboarded 73 companies to promote Indian-branded food products abroad.

Strategic Shifts

Companies are rebranding and repackaging to compete with foreign markets without diluting authenticity.

Export-oriented subsidiaries are being strengthened to concentrate global distribution. The change is not just in the numbers—it's about integrating brand India into common knowledge elsewhere.

Industry leaders predict a 50-80 percent growth in FMCG exports during this fiscal year as the start of a new era when Indian everyday essentials become part of global necessity rather than local curios.

Sources: The Economic Times, Business Today, Digital Gumma, Strategy Boffins, Financial Express