Consumer Goods

Win. The New Consumer

We help consumer products companies enter new markets and categories, develop go-to-market models, generate consumer insights, launch new brands and accelerate growth in the fast-changing Indian consumer goods industry.

Key issues

Navigating a shifting consumer products landscape.

The consumer goods industry is undergoing profound change, CPG companies that fail to keep pace will be left behind.

Rise of digital.

The marketing of consumer products has been revolutionised by customers’ migration to digital and social media channels to evaluate, purchase and engage with brands. Consumer packaged goods companies need to rethink their  sales & marketing strategies to align with today’s new customer decision journey.

New type of competition.

Consumer products companies now face competition from new D2C brands that leverage digital technologies and new consumer behaviour to scale quickly. At the same time, traditional companies from other sectors have entered multiple consumer goods categories by addressing India-specific consumer needs and applying innovative go-to-market strategies. CPG companies must therefore acquire the agility to compete on numerous fronts to defend and grow their market share.

Disruption in distribution channels.

Distribution of consumer packaged goods in India is changing radically. E-commerce is projected to overtake modern trade by 2025. At the same time organised brick-and-mortar retailers remain highly relevant especially in urban India and the traditional trade continue as a major distribution channel for consumer products industry in India. CPG companies must balance the distinct needs of e-commerce, modern trade and traditional trade to achieve their revenue and profitability targets by integrating online with offline in new and innovative ways..

Shrinking product life-cycles.

Consumer products life-cycles are shrinking across consumer goods categories due to rapid developments in technology, fast-changing customer needs, intensifying competition and changing regulatory requirements.

How we help

We help consumer packaged goods companies gain a competitive edge working across strategymarketing & sales and digital.

Growth Strategy.

Consumer products companies face numerous choices in developing their growth strategy across geographies, categories, customer segments and distribution channels. We can help you identify the most attractive opportunities for growth and build focused strategies to seize them. Our data-driven approach and proprietary toolkit for the consumer products industry have helped CPG companies to gain market share and increase profits. 

New Market Entry

Entering a new market comes with its challenges and risks. Kanvic’s consumer goods consultants support companies in making their market entry successful by understanding and quantifying market size and growth, developing unique consumer insights, gauging competitive dynamics and analysing the effectiveness and role of each channel. We also analyse organisational capability to identify the most attractive market spaces to enter. 

Consumer Insights

Better consumer insights and novel segmentation approaches are instrumental in achieving a competitive edge for the consumer goods industry. We help CPG companies better understand their consumers through the next-gen research toolkit, which includes quantitative and qualitative research techniques combined with digital listening. Our work has helped consumer products companies identify new consumer needs and behaviour, develop targeted go-to-market strategies, create new products and improve the consumer experience.

Go-to-Market Strategy

Our consumer product industry experts help clients develop novel in all aspects of go-to-market models to drive growth and launch new products. We help consumer goods companies identify the most attractive target segments, create a differentiated value proposition, design the most appropriate pricing strategies and chart an effective route to the market. 

Digital Marketing.

We help consumer goods companies embark on the essential journey toward digital transformation. Our digital marketing consultants help CPG companies map customer decision journey and build a frictionless customer experience. We then help you prioritise and sequence digital marketing initiatives to build a roadmap to improve your digital marketing maturity.


Kanvic helps consumer goods companies develop their e-commerce strategy to launch their online presence or scale their digital channels. Our e-commerce consulting services cover developing a vision for digital commerce, setting goals and developing a business case. We also help CPG companies plan product assortments, develop a pricing strategy, design customer experience and journey, and build an organisation and operating model to grow their e-commerce business successfully. 

Where we help


Our FMCG consulting services help leading home, beauty and personal care brands tap the fast-evolving needs of Indian consumers while balancing the demands of traditional, modern and online retail. We also develop your capabilities in digital marketing and data analytics to generate stronger consumer connect based on new customer insight.

Food & Beverage.

Competing demands for greater convenience, healthier options, new experiences, and great taste, present big challenges and exciting opportunities for food and beverage companies. We help brands across categories identify growth opportunities, align their product portfolio and build deeper relationships with their customers.

Home, Bath & Kitchen.

The changing aspirations of the Indian consumer manifest themselves most visibly in the home. With family sizes falling and incomes rising, consumers are investing more in comfort and aesthetics. We help brands understand the evolving needs of the Indian home, identify pockets of untapped demand, and align their marketing communication with today’s customer expectations. We also identify opportunities to integrate digital through the application of emerging tools like augmented reality.

Home Appliances & Consumer Electronics.

Increased availability and competitive intensity in home appliances and consumer electronics have transformed customer expectations around product functionality, quality, value, and service. Simultaneously, the rise of online retail has fundamentally altered the distribution model and created a platform for new entrants to scale rapidly. We help you stay ahead of fast-changing customer needs and competitor moves, build a digitally enabled sales and service model, and leverage the vast potential of connected devices and analytics.

Light Electricals.

The light electricals market is facing the challenge of adapting to new functional requirements, higher expectations around design and aesthetics, as well as the emerging potential of home automation and connected devices. We advise companies across categories such as lighting, domestic switchgear, fans, power back-up, and storage, in the areas of strategy, marketing and sales, and digitalisation.

Automotive Care & Accessories.

The automotive industry is on the cusp of a historic shift and the auto care and accessory market is beginning to feel the impact. As B2C and B2B consumers increasingly shift to online channels, we help brands reimagine their marketing and sales strategy for the digital age. At the same time, the rise of ridesharing and the upcoming electric revolution will fundamentally alter the customer profile and product requirements for the industry. We help auto care and accessory brands re-frame their market boundaries and future-proof their business.

Featured Client Case

Setting an FMCG company on a path to digital transformation

Talk to us

Know more about our consumer goods consulting services.


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