Rashmi Deshpande’s shopping basket just got a little bigger this winter. The 32-year-old homemaker in Lokhandwala bought a range of products including moisturisers, soups, energy beverages and warm apparels apart from her regular monthly purchase.
“Usually my shopping budget increases by 10 per cent during winters. I also have to keep in mind the fact that kids are more prone to cold-related ailments and allergy during this season,” she said.
Most of the consumer goods makers such as Emami, Dabur and Amway are targeting a 15-20 per cent spurt in the sales. The growth is expected to be driven by not only skin care, lip care or chawanprash, but also newer categories such as instant soups and hot beverages.
Demand paces
“While these are still early days of winter, the demand for our winter products - Dabur Chyawanprash, Honey and Gulabari cold creams, among others, is growing at a strong pace. If it turns out to be a good winter, we would see demand accelerate further,” said Dabur’s CEO Sunil Duggal.
Most of these companies have launched new products or extended their existing brands into new categories meet the growing demand.
Besides, retailers and mall owners are also expecting a zoom in sales during these months from October to January, which also coincides with the festival season.
“In India, the arrival of winter also marks the onset of festivals. People enhance their indulgence in aspirational products such as cosmetics, innovative skincare and hair care products,” said Achinta Banerjie, Vice-President, Amway India
Devendra Chawla, President, Food and FMCG, Future Group, said they would soon launch a ‘winter carnival’ for the first time ever.
While Amway, Marico and Emami are banking on skin care, hair care, lip care and foot care, Hindustan Unilever along with Kishore Biyani-promoted Food Bazaar, Capital Foods, Nestle and GSK are bullish on their soup, noodles and beverage categories.
Ajay Gupta, promoter of Capital Foods will be launching instant soups in the country for the first time. The maker of Chings’ brand of sauces and noodles, the soups will be priced at Rs 10 a sachet.
“Enhanced consumer awareness on the skin care category, high disposable income, wide choice and high visibility of these products in advertisements, on-ground promotions can be attributed to the growth,” Banerjie added.