Fast moving consumer goods: A theoretical framework

Abstract

Fast Moving Consumer Goods is a significantly contributing the GDP of the country. The segment is growing in one of the largest consumer Market like India. The urbanization, fundamental shifts in family structure, growing affluence, changing preferences, on-line platforms and the like have provided enough impetus to the segment in Indian context. Present study is descriptive and narrative of the Fast-Moving Consumer Goods (FMCG) sector in the Indian context.