In brand wars, small cos slay FMCG biggies

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The acquisition of three Henkel brands by Mumbai-based VVF is not an isolated development in which a small FMCG company beat a large retail group to buy brands owned by a multinational...

From prominent players like Paras Pharma, Cavin Kare, Zydus Wellness and MTR to lesser-known ones such as Capital Foods, Desai Brothers and Temptation Foods, these companies have started to give sleepless nights to leading consumer product multinationals such as Hindustan Unilever, Procter & Gamble and Nestle.

While it may look like a battle between David and Goliath, the small companies are growing in strength and expanding their presence, with some help from modern retail that let them share shelf space with bigger brands.