E-commerce policy will be key player in boosting FMCG industry; other things that next govt can do

FMCG, the goods that move fast, and move as cheap. Cheap, but about US$ 80 billion in collective market-size, and the fourth largest sector in the Indian economy. To add perspective, about 10-15% of this will be sold online in the next couple of years. Beverages, biscuits, batteries. Soaps, snacks and sugar. It’s a complex sector and can include apparel, but only socks and inner wear. Consumer electronics is a part of it but limited to memory cards and headphones. Ice-creams are definitely a part of it. Cosmetics cannot be excluded, and even the candy that is handed as change sometimes gets included in the category. They are products easy to buy, quick in consumption and not too heavy on the pocket. These products form a part of our daily usage, our weekly purchases. The brands in this category are deeply personal to customers and reflect their sense of self-identity.