Incumbent FMCG brands still corner 65% market share

In India, fast-moving consumer goods (FMCG) majors continue to hold sway, with incumbent brands cornering 65 per cent of the market share, shows a Bain and Company report. While identifying the continued preference of Indians for incumbent brands, the report says that the dominance of general trade in the country has allowed national brands to maintain their supremacy. The low penetration of e-commerce in the country has also helped large brands.