Market Statistics :FMCG

According to Neilsen India, FMCG industry experienced slowdown in the last three quarters of 2013. Non-food categories experienced considerable slowdown than food category. Hair care and personal care suffered most . Cooking oil and impulse foods saw better growth. Categories such as household insecticide, hair color and fabric whiteners were not hit by slow growth.
Analyst say that slowdown is seen in discretionary and premium segments and in saturated categories like soaps and oral care.The volume growth in most cases are driven by price cuts and offers. (Source:Businessline)

Market Statistics : Personal Care

Indian personal care segment :Rs 59600 crore (Euro monitor )
Anti -Blemish segment :Rs 340 crore
Number of TV channels~ 800 ( Neilsen)
Number of retail stores ~ 8.5 million
Food service market -Rs 6 lakh crore
Quick service restaurant  -15 %
Human hair export -Rs 2500 crore
Diagnostic labs - 80000
Furniture and furnishings :Rs 40000 crore (80%unorganised)

Brand Update :Fogg outsmarts Axe

In the cluttered Rs 2100 crore deo market once pioneered by axe now has a new leader -Fogg

Market Statistics :Men's Fairness cream

Emami Fair & handsome -57% marketshare
Vaseline + FAL  -30 %
Garnier - 12% (less than)
Fair & Handsome - Rs 200 crore brand

Source TOI

Market Statistics: Body Spray

Total body Spray market : Rs 1800 crore
Deo for women :30 %
Women's spray growing at 13.9%
Men's category growing at less than 1%

Brand Update : Fastrack launches helmets

One of the most successful homegrown youth brand Fastrack announced its entry into Rs 400 crore organized helmet market recently. Fastrack has grown from a watch brand to an umbrella brand endorsing products from watches, eyewear, bags and accessories. 

image source : gaadi.in

Although I am not a big fan of brand extensions, I have to admit that Fastrack has been able to spot opportunities ( gaps) in the market where it can fit in without diluting its core positioning.

Helmet market is highly cluttered with lot of local brands and minimal differentiation. Although there are established players like Studds, the organized market constitutes only 20-25% of the total market. Since the designs and styles of helmets can be easily copied, differentiation becomes very difficult in this market. 

Many motorists also feel that helmet is a grudge purchase since they wear it out of compulsion . Hence focus of many commuters will be to spent less, get a helmet and carry on.
Fastrack has priced its range between Rs 1495 - Rs 3495 charging a premium. The pricing , in my opinion, is steep and make the product out of reach for many consumers. 

It is in this context that Fastrack's foray into this market becomes interesting. Fastrack definitely will have a headstart because of the brand's equity. But how it fares will depend on the freshness it will bring into the design and style aspect of the product . Since competitors will waste no time in copying the design the challenge will be to keep one step ahead of the others.