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@article{168115,
        author = {Ms. Solmaz Husain and Dr. Ombir Singh},
        title = {Roadmap for Indian FMCG Industry in the New Milieu},
        journal = {International Journal of Innovative Research in Technology},
        year = {2024},
        volume = {11},
        number = {4},
        pages = {1444-1452},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=168115},
        abstract = {A key component of the Indian economy is the FMCG industry. Over the past fifty or so years, the Fast-Moving Consumer Goods (FMCG) industry in India has started to take shape. Every area of human life has been impacted by this industry. The organized sector and the unorganized sector have long separated the Indian FMCG market. The FMCG business in the developed countries is dominated by a small number of multinational companies, but India's sector, which is of Rs. 460 billion, is still quite fragmented, with around half of sales being contributed to unbranded, unpackaged, home-made goods. The fast-moving consumer goods (FMCG) sector is a highly competitive industry, where companies are constantly looking for ways to increase sales and market share. In recent years, digital marketing strategies have emerged as a powerful tool for FMCG companies to reach and engage with consumers. With an exponentially increasing number of people making purchase-related decisions online, the demand to increase sales numbers through digital marketing is at an all-time high. The relevance and advantages of digital marketing for the fast-moving consumer goods or FMCG industry are visible already. A growing number of consumers prefer to shop for FMCG products on digital platforms and from the convenience of their home rather than visit a physical store. This massive behavior shift among consumers has forced an industry, which generated reliable growth using standard marketing techniques for over half a century, to revisit its marketing strategy. A holistic FMCG growth strategy forms the critical element of product sales, compelling customers to buy products in the current market scenario. In this paper an attempt has been made to discuss the various strategies for the growth of FMCG industry in India specially in the era of artificial intelligence, sustainability and governance. Strategies regarding Artificial intelligent, digital India industrial structure and generation Z are elaborately discussed.},
        keywords = {holistic, fragmented, marketing strategies, artificial intelligence, sustainability, consumerism},
        month = {September},
        }