The rise of the 'mini' consumer

Growth has been driven by women like Krishna and Suchitra who prefer single-serve sachets and perceive them to be affordable

The other day, our freshly white-washed home required some extra hours of elbow grease. Krishna attacked the mess with broom and mop and emerged triumphant hours later. “It’s satisfying to see the place sparkling and dust-free,” she said. “But you owe me a sachet!” I was stumped. “I can’t afford expensive large bottles of shampoo,” she explained. “But every now and then, I treat myself to a sachet of my favourite shampoo for Rs 3.” The bottle worked out cheaper than the sachet, I pointed out. She laughed: “Even without doing the maths, I can say that sachets work out