India’s major FMCG players—Dabur, Nestle, and Emami—are making some big adjustments this season. Facing slower demand and a fresh batch of digital-first competitors, these companies are shelving underperforming products, revisiting workforce plans, and delaying new launches.
Brands on the Chopping Block
Dabur has discontinued certain product lines, exiting segments like diapers, tea, and health drinks to double down on their bestsellers.
Nestle India is scaling back, quietly pulling niche Maggi flavor variants such as Chatpata and Teekha from retail shelves.
Emami is slimming its portfolio, with a focus on relaunching products like Kesh King hair oil to compete with digital upstarts and to bring back customers.
Distributors say this is part of a bigger trend, with about two dozen slow-moving brands cut across categories including oral care, soap, and ayurvedic creams.
Staff Changes and Stalled Launches
Companies are trimming temporary staff, with some roles going unfilled. Postponed launches are most common in categories hurt by unpredictable weather or poor offtake in rural markets.
Big players are also rethinking incentive structures to suit the new, leaner company setups.
This Season, public events and demand for summer-specific goods like cold drinks and juices were especially weak, hitting sales.
Direct-to-Consumer (D2C) Brands Add Pressure
Fast-growing D2C brands, especially those focused on grooming and personal care, are capturing market share from established FMCG players who traditionally relied on retail channels.
Retailers note that urban shoppers are opting for smaller packs and promotional deals, making it harder for big firms to push larger, slower-moving inventory.
FMCG volume growth was just 3.9% year-on-year in the June quarter, below past expansion rates, with sales in non-essential categories suffering most.
Company Strategies Moving Forward
Nestle, Dabur, and Emami expect moderate growth next year and are focusing on strengthening core brands, using analytics for sharper inventory management, and adjusting their digital presence.
There’s more attention to local needs, with urban and rural market strategies developed separately based on buying patterns and feedback.
The companies believe demand will revive later this year as festivals ramp up and rural conditions improve, but they will continue to watch costs and streamline offerings.
Looking Ahead
With demand in flux and competition intensifying from both online-first brands and traditional players, India’s FMCG market is in a reset phase. Established names are betting on their flagship products and quick adaptation to keep up.
Sources: Economic Times, MediaL, direct company updates
