National with a regional twist: FMCG majors tweak product line-up

Fast-moving consumer goods (FMCG) companies in India are tweaking their products to serve consumers’ changing preferences across different geographies to take on local brands and increase market share.

One of the country’s largest FMCG firms — Hindustan Unilever (HUL) — told analysts at its meet on Friday that under its ‘Winning In Many Indias’ strategy, its tea brand Brooke Bond had different tastes across India and the perfume of Lux was also different across the country.

HUL also has different formulations of Surf Excel for different parts of the country as the water differs across regions. While it called this out to