Biscuit maker Parle continued as India’s most chosen fast-moving consumer goods (FMCG) brand for the 13th year in a row, extending its dominance in household consumption, according to the latest edition of Brand Footprint, the annual ranking released by Worldpanel by Numerator (formerly Kantar Worldpanel).
The annual ranking, based on Consumer Reach Points (CRPs)—a metric that measures how many households buy a brand and how often.—saw Parle post 8.6 billion CRPs, an 8% rise over the previous year.
Britannia followed at 8.2 billion CRPs, while dairy and snack brands like Amul and Haldiram’s continued to dominate the top 10. In fact, seven of the top ten brands were Indian. Hindustan Unilever owned Surf Excel entered the top five for the first time, as in-home CRP growth was largely led by value-driven brands and expanding rural outreach.
“Consumer choice remains the most reliable test of a brand’s strength, and Brand Footprint has consistently captured this reality for over a decade. India continues to stand out as a growth-positive market compared to global trends, with much of the momentum coming from smaller and emerging players," said K Ramakrishnan, managing director- South Asia, Worldpanel by Numerator, adding that growth came from expanding the shopper base, through innovation, new formats or deeper rural reach.
While total CRPs rose to 120 billion in 2024 compared to 115 billion a year ago, the growth rate was slower due to slowdown in foods and beverage categories. However, 59% of brands still posted growth, compared to 41% that declined—a trend stronger in India than global averages.
Penetration—reaching more households—remains the key growth lever, accounting for over half of CRP increases among the top 100 brands. For instance, brands such as Everest and Goodknight showed a surge in the rankings through rural distribution and product innovation. Godrej's Goodknight launched India’s first legal anti-mosquito incense sticks, expanding its consumer base by 9 million while Godrej Expert expanded its reach with lower priced hair colour sachets and van distribution network in rural India.
"While larger brands are experiencing a slowdown, the market remains vibrant with regional and challenger brands steadily gaining ground,” he added.
The post-pandemic recovery and rural expansion have tilted the odds in favor of domestic brands, with about 60% of the brands growing. Despite an overall positive trend, several out of home brands saw minor declines, indicating volatility in impulse consumption.
The annual ranking, based on Consumer Reach Points (CRPs)—a metric that measures how many households buy a brand and how often.—saw Parle post 8.6 billion CRPs, an 8% rise over the previous year.
Britannia followed at 8.2 billion CRPs, while dairy and snack brands like Amul and Haldiram’s continued to dominate the top 10. In fact, seven of the top ten brands were Indian. Hindustan Unilever owned Surf Excel entered the top five for the first time, as in-home CRP growth was largely led by value-driven brands and expanding rural outreach.
“Consumer choice remains the most reliable test of a brand’s strength, and Brand Footprint has consistently captured this reality for over a decade. India continues to stand out as a growth-positive market compared to global trends, with much of the momentum coming from smaller and emerging players," said K Ramakrishnan, managing director- South Asia, Worldpanel by Numerator, adding that growth came from expanding the shopper base, through innovation, new formats or deeper rural reach.
While total CRPs rose to 120 billion in 2024 compared to 115 billion a year ago, the growth rate was slower due to slowdown in foods and beverage categories. However, 59% of brands still posted growth, compared to 41% that declined—a trend stronger in India than global averages.
Penetration—reaching more households—remains the key growth lever, accounting for over half of CRP increases among the top 100 brands. For instance, brands such as Everest and Goodknight showed a surge in the rankings through rural distribution and product innovation. Godrej's Goodknight launched India’s first legal anti-mosquito incense sticks, expanding its consumer base by 9 million while Godrej Expert expanded its reach with lower priced hair colour sachets and van distribution network in rural India.
"While larger brands are experiencing a slowdown, the market remains vibrant with regional and challenger brands steadily gaining ground,” he added.
The post-pandemic recovery and rural expansion have tilted the odds in favor of domestic brands, with about 60% of the brands growing. Despite an overall positive trend, several out of home brands saw minor declines, indicating volatility in impulse consumption.
You may also like
India-Russia ties: EAM Jaishankar meets President Vladimir Putin
'Bright MPs, insecure leadership': PM Modi's dig at Rahul Gandhi as Monsoon session ends in deadlock - Report
Sherlock creator teases Downing Street drama as 'Doctor Who with funnier monsters'
Sex predator sentenced to 15 years for grooming and raping schoolgirl in Rotherham
Warning to anyone buying diesel at petrol stations
