Shubhranshu Singh

To be commercially viable and scale up, Premiumisation initiatives should be supported by Consumer/ Shopper Insights and not limited to fancy packaging at a high price. With the rapid growth of Q Comm, the cost of scaling a FMCG brand will continue northwards and premiumisatiom is more relevant than ever to build a sustainable business while continuing to invest in growth levers. It has moved from the "good to have" to the "must have" bucket in the Portfolio Strategy deck. Thanks WPP Media for including my PoV in this piece.

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Big Shifts in media investments are already happening and these shifts are more data driven and result oriented. Technology to sharp target, segment, retarget, address different levels of funnels will drive future media shifts. India already stands at a point when it’s becoming a digital first economy and that’s what will drive future businesses. That’s where the next $5 trillions will come from.

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Delighted to launch the E-Book @ Senior Leadership Program: CSLBM-4 for Reliance Retail at Jio Institute India’s Retail Revolution: How a Billion Consumers Are Rewriting the Rules This e-book is my attempt to make sense of India’s retail transformation. It explores the forces reshaping the market, the companies defining the new order, and the evolving behaviours of consumers across cities, towns, and villages. India’s retail story is plural, layered, and continuously redefined by a billion consumers. As the sector moves toward a projected $2 trillion market by 2030, new leaders will emerge, old models will fade, and entirely new formats may be invented here first. Organised retail, online commerce, global entrants, quick commerce, and kiranas all play distinct roles in a market that is modernising unevenly but expanding relentlessly. This e-book combines analysis, narrative, and field observations to offer strategic insights for anyone seeking to understand and shape the future of Indian retail. 👉 Read the full e-book here by clicking below See the picture of two books launched: 1) Navigating Emerging Markets by Dr Dipak C. Jain, Former Dean Kollogg School of Management and INSEAD, and 2) India's Retail Revolution by Dr Nilay Yajnik, Director, Executive Education, Jio Institute, along with CSLBM 4 Participants from Reliance Retail in the comments below Please like and share it with your network to help me in my mission to spread knowledge and develop future Retail leaders. Inspired by my IIMA roots: Vidya Vinayogad Vikasah (विद्याविनियोगाद्विकासः)" #RetailStrategy #IndianRetail #ConsumerInsights #FutureOfRetail #TheCrossMentors #RelianceRetail #JIOInstitute #Crossmentors #DipakJain

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Marico Limited's digital brands have crossed the Rs 1,000 crore annual recurring revenue mark, and the FMCG major expects food & premium personal care to contribute 25 per cent of its India revenue, its Managing Director and Chief Executive Officer Saugata Gupta said. Read more at: https://lnkd.in/gahEawnq

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For years, we spoke about “the Indian consumer” as if they were one person. However, with time, digital behaviour, hyperlocal trends, and rapid income shifts have made that assumption obsolete. The ground reality is that India is not one market but several micro markets. There are millions of consumers across regions changing in real time. What sells in Bengaluru may not sell in Bhopal, and what worked last quarter may not work next month. AI helps decode this complexity of India’s dynamic shoppers, spanning regions, languages, price points, and lifestyles. To stay ahead of the curve, brands must move from a reactive to a predictive stance, anticipating what consumers will want next rather than merely responding to what has already happened. This means identifying emerging ingredients, flavours, formats, and health cues before they are mainstream, while continuously tracking cultural, seasonal, and digital signals to stay ahead of demand shifts. This approach has directly led to the launch of new hair oils under our Parachute Advansed and Nihar brands, featuring trending ingredients like rosemary. Furthermore, we have introduced modern, effective formats such as hair masks and essential oils, all of which are a testament to our commitment to innovation across product categories. Another recent example is the launch of our Saffola Korean Oats, timed to coincide with Indian consumers’ growing affinity for Korean culture and flavours. Such high speed-to-market is more effective through AI as it enables rapid prototyping, sensory prediction, and formulation optimization. Ultimately, brands that combine deep consumer empathy with algorithmic intelligence will gain a sustainable competitive advantage. The question is no longer whether to adopt AI, but how extensively it should be deployed to drive innovation and deliver a stronger, more compelling value proposition to consumers. Where do you see the biggest untapped opportunity with AI? #AIAdoption #FMCG #ConsumerComplexity #Innovation

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That’s great advertising! But to me what’s outstanding is the growth story of “The Whole Truth”. It’s never easy to bring a three fold growth in top line - from 70.56 cr in FY24 to 219.83 cr in FY25 which this company achieved. While Protein powders is their main stay, healthy bars, chocolates and peanut butter contributing to over 40% of their revenue is incredible. Even with huge funding that’s a praiseworthy achievement - especially given their uncompromising focus on healthy products with zero added sugar. But that’s the huge opportunity facing marketers today. Welcome to the new India with an increasingly large base of health conscious customers ( worth noting that anti-obesity drugs rose from 574 cr in FY25 to 1363 cr in FY26) who desperately need healthier products. Time for blue chips and multinationals to take the cue and dive headlong - clearly the wait is over for them. And smaller private firms and ambitious new to startups will still find it difficult to manoeuvre profitably through this healthy (read risky) space. But the market is clearly there for the taking!

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