Rise of New FMCG Products Due To Covid-19?

Even as the nation attempts to get back on its feet after an unprecedented lockdown and deal with the subsequent economic impact, FMCG brands are playing their own part in this revival. Anticipating a surge in demand for hygiene and health products, FMCG companies have launched gadget disinfectants, vegetables cleaners, sanitizers, immunity-boosting foods in the last few weeks and have more disinfectants in the pipeline to capitalise on the heightened demand for such goods. Firms launched hand sanitisers initially, but are expanding their portfolio by entering newer categories such as floor and surface cleaners, disinfectant sprays and immunity building products.

Dabur India has observed that personal hygiene products like hand-sanitisers have become an essential part of the monthly grocery baskets. This has catalysed their decision to launch a slew of ayurveda-backed preventive healthcare and personal hygiene products. The firm advanced the launch of its hand-sanitiser brand Dabur Sanitize and launched Dabur Tulsi Drops, an immunity booster under its healthcare over-the-counter (OTC) portfolio.

Similarly, ITC, Dabur, Marico and Godrej have launched more than three dozen products and variants in the health and hygiene segment over the past month. Amul launched the world's first Tulsi (Basil) & Ginger milk variants aimed at boosting immunity in a bid to capture consumer sentiments. ITC came up with the “Nim Wash” vegetable and fruit wash which helps disinfect fresh produce while Marico came up with a similar product that was christened “Veggie clean”. Meanwhile, FMCG major Godrej Consumer Products Ltd (GCPL) is betting big on its hygiene products range and plans to build the category as its "new core" in the next two to three years. Packaged goods company, CavinKare, too has launched a gadget as well as surface disinfectant under the Bacto-V brand, after rolling out hand sanitizers under its Nyle and Chik brands. Most companies have also ramped up production of their existing ranges to ensure uninterrupted supplies of their products and strengthened tie-ups with online platforms for timely delivery to consumers.

Not One Trick Ponies

However, while firms are racing to launch their innovative new products and market them to an eager consumer, they are also mindful of the need to innovate elsewhere. From DTC (direct to consumer) deliveries to insurances for front-line employees, FMCG firms are leaving no stone unturned in their attempts to stay ahead of the curve. More than a dozen consumer goods companies including Hindustan Unilever, ITC, Mondelez, Procter & Gamble, Dabur and Colgate have started selling products directly to consumers. That means circumventing traditional trade and distributor networks in areas where last-mile delivery has been disrupted due to Covid-19 restrictions by partnering startups such as Dunzo, Scootsy and Swiggy by listing brand stores on their portals and even reaching out to resident welfare associations (RWAs) through their sales staff. Godrej Consumer Products Limited for instance, is expanding its digital initiatives and increasing its presence in the e-commerce channels. The company is working with the channels partners and is also engaging through business-to-consumer (B2C) model, selling the products directly to the end-users.