Small small but premium: FMCG bets on ‘access packs’ to boost demand
Hindustan Unilever, Britannia, ITC, Godrej Consumer Products, Colgate Palmolive and Adani Wilmar are all introducing ‘access packs’ of premium brands across traditional and modern retail channels, including kirana stores, to target price-sensitive consumers amid muted urban demand.
HUL, the country’s largest FMCG company, recently launched a Rs 10 pack of its Surf Excel Liquid, a sharp drop from its earlier entry price of Rs 110. Similarly, Colgate has introduced select premium toothpaste variants at Rs 80, down from the previous lowest price of Rs 170.
“The introduction of smaller access packs for premium products can help in increasing their accessibility, especially in pricesensitive markets,” said Rajneet Singh Kohli, executive director at biscuits and dairy products maker Britannia Industries.
Britannia has introduced, as a first to India, ambient cheese sachets at Rs 15 each even as its Laughing Cow Creamy Cheese Triangles packs are being retailed at Rs 150 each for 120 gm packs. “We see this as an opportunity to expand market reach, sustain demand, and build aspiration for premium offerings,” Kohli said.
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