Revolutionize CPG with FAi: Where Vision Meets Action. Know More

Get Insights from Industry Experts: FieldAssist Interview Series

Pathfinders - Interview series
How this 43-year-old Indian brand is spicing up to crack Rs 5000cr in revenue

Catch Arindam Paul, Founding Member & CBO – Atomberg and Paramdeep Singh, CEO – FieldAssist

How this 50+ yr Old Young Brand is Disrupting an Industry that will be $30 Billion by 2026

How a brand became a category leader when millions didn’t know they need it

The journey of diversifying an achaar company into multiple ‘in the kitchen’ product categories

The FMCG industry is an exciting industry. Where else will you find thousands of products all vying for a share of your pocket, spectacular marketing campaigns that rival each other, and some sharp GTM strategies that ensure that products reach all the right customers in all the right shelves?

Every consumer brand vies for leadership, but not every brand is able to touch the echelons of greatness. Achieving greatness in the FMCG industry requires a combination of

  • Strategic thinking
  • Consumer-centricity
  • Innovation
  • Effective communication
  • Strong distribution networks

The brands that excel in these areas elevate their position, gain a competitive edge, and become market leaders.

In addition to captivating marketing efforts, successful FMCG brands employ sharp Go-to-Market (GTM) strategies. They carefully analyze their target audience, identify the most effective distribution channels, and strategically position their products in the right places.

This ensures their products are readily available to consumers on supermarket shelves, online platforms, or through specialized retailers. A robust GTM strategy enables brands to reach the right customers at the right time, maximizing their chances of success.

Consumer-centricity is a crucial aspect of achieving greatness in the FMCG industry. Successful brands prioritize understanding their target consumers’ needs, desires, and pain points. By leveraging consumer insights and conducting thorough market research, brands can develop products and solutions that truly resonate with their customers. They aim to build strong emotional connections, foster brand loyalty, and deliver exceptional value to consumers.

Innovation plays a pivotal role in the FMCG industry’s pursuit of greatness. Brands that constantly innovate and bring new ideas to the market gain a competitive edge. Whether introducing groundbreaking products, improving existing ones, or implementing innovative packaging and marketing techniques, companies embracing innovation can capture consumers’ attention and drive growth.

Effective communication is vital for FMCG brands to connect with their target audience. Clear and compelling messaging, both online and offline, helps brands communicate their value proposition, build trust, and create a strong brand identity. Brands that can effectively convey their unique selling points and engage consumers through various channels, such as social media, advertising, and public relations, can establish a significant presence in the market.

Strong FMCG distribution networks are crucial for FMCG brands to ensure their products reach consumers efficiently. By establishing relationships with retailers, wholesalers, and distributors, brands can ensure their products are available in the right locations and at the right times. Robust logistics and supply chain management are essential to meet consumer demands, minimize stock outs, and deliver products in a timely manner.

The common thread running across all these is technology. Whether it is a simple sales force automation (SFA) solution for streamlining Kirana retail or a promoter app that helps CPG companies create a strong experience for its consumers in modern trade, or a distributor management system (DMS) that allows end-to-end visibility of sales, technology is a huge game changer in CPG retail. And brands that have harnessed the power of technology are well on their way to becoming great brands.

Pathfinders –  Stories of Great Brands

 It is a video interview series from FieldAssist that recognizes the journeys of such CPG brands that have bridged the gap from good to great. Hosted by the CEO of FieldAssist, Paramdeep Singh, each interview features candid conversations with Owners or Promoters of FMCG brands in India. Peppered with insightful answers and moments of banter, these episodes are a treasure trove for anyone looking to enrich their knowledge in this space. Offering valuable insights into everything from product development and marketing to distribution and sales, the show offers a behind-the-scenes look at some of the most successful brands in the business, showcasing their unique approaches to building a loyal customer base and staying ahead of the competition.

It also celebrates the powerful journeys of brands in the consumer goods space who are walking the path from goodness to greatness. Because this is not an easy path to take. It is not a journey that is visible to everyone. But it is a journey lived and breathed by the brand and its people every day.  They are the innovators, builders, conquerors and rockstars of the CPG world.

With its engaging format and informative content, this series is a must-watch for anyone looking to stay informed and inspired about stories on entrepreneurship and brand building in the industry.