Online sales of FMCG companies rise, but some see moderation

Many e-commerce firms aligning with govt's draft policy

The pandemic has fast-tracked the sale of fast-moving consumer goods products through online channels and most companies have seen their share from the e-commerce channel double in the last 18 months. However, the government’s draft policy on e-commerce companies has forced consumer companies to also adapt to the changes.

For Dabur India, e-commerce channel continues to be a key driver of growth in urban India. The contribution of online sales to its entire portfolio is at six per cent compared to 1.5 per cent before the pandemic.

“In the post-Covid world, e-commerce has emerged as the most-preferred contactless method of making purchases,