Brand Strategy for
Fast Moving Consumer Goods and Consumer Durables Sector
India is a diverse nation with a rich culture and billions of population making it one of the largest consumer markets. A good brand strategy is what can help you capture the Indian fast moving consumer goods and durables sector needs. Many brands like Mamaearth, Patanjali, ITC, and Nestle have been successful in understanding the pulse of their audience, and have created a name that makes them different from the crowd.
We now live in a world where people use digital platforms (like social media, websites, and apps) to stay updated, shop for groceries, essentials and luxury items, and interact personally and professionally. If you want to become one of those brands that have a strong base of loyal customers, storytelling becomes essential. A product can remain just a commodity that will be left behind if it doesn’t have any experience to share with the consumers. An engaging narrative, like Surf Excel’s “Daag Achhe Hain” or Lifebuoy’s “Lifebuoy hai jahan, Tandurusti hai wahan” is what stands out and leaves a strong impression on consumer’s minds.
Storytelling allows brands to humanize their products and connect emotionally with the consumer. Staying true and authentic with your products increases brand recall and helps FMCG and consumer durables rise above the noise of competing products. Let your brand not only sell products but also create memories, inspire loyalty, and shape lifestyles. In a competitive landscape, trust and relatability are your greatest assets. Work with agencies like PromotEdge to turn your brand into a beacon that guides consumers straight to you.
Creating an identity that speaks before you do
Perceptions can be hard to change, so it’s important that you think of what you’re presenting to your customers. FMCG brands often launch new products, which can be hard to organize without a thoughtfully planned architecture. Whether you’re targeting a luxury, affordable, or niche market, brand architecture protects the authenticity of your brand, builds loyalty and drives growth in a competitive market.
FMCG brands that have long-term plans to cater to diverse segments, such as luxury, affordable, or niche—brand architecture help grow without diluting the core identity. For example, ITC offers luxury chocolates under the Fabelle brand while catering to mass-market consumers with Sunfeast biscuits, targeting different customer bases.
For the consumer durable sector, it’s not just about using them immediately; it’s about the long-term value. For brands, it’s essential to have a clear vision of what you want your audience to know, and how to share your story and execute it successfully.
For example, Voltas AC—one of the largest air conditioner companies in India! Their branding campaigns position the brand as an energy-efficient, dependable choice, especially for Indian summers. Their tagline, “India ka AC,” promotes a sentimental connection while meeting consumer needs. Similarly, boAt, an audio tech brand, shows how consumer durbable companies are innovating for younger audiences. With vibrant social media campaigns, influencer partnerships, and a focus on tech-centric lifestyle, boAt has become the go-to brand for millennial and Gen Z consumers.
Brand personality is a set of characteristics that define and differentiate it from competitors. It includes core values, beliefs, communication approach, visual identity, and behaviour. Consumer products range from daily-use groceries to high-end electronics that fulfil basic needs while shaping lifestyles and aspirations. It’s not a stretch to say there are not one or two FMCG and consumer durable brands in India that are offering similar products and services.
These products fall into four broad categories: convenience products, such as groceries, personal care items, and basic household goods; shopping products, like furniture, clothing, and electronics; speciality products, including designer apparel and rare collectibles; and unsought products, such as certain medical devices. While the diversity of these categories is vast, the unifying thread for success lies in effective branding. A strong brand personality, not only for the parent brand but also for the sub-brand!
Why do consumer products like FMCG need to be marketed? FMCG products—like shampoos, biscuits, and beverages—are everyday essentials, but the competition is fierce. Branding here focuses on trust and easy recall!
Just like how Good Day biscuits by Britannia is marketed as the “Loaded with happiness.” With smiling ads and relatable family themes, it’s a snack people associate with joyful moments. Another example is Dettol; the brand has created a perception of using the products for hygiene and safety. Through consistent messaging about protection against germs, the brand has become a trusted name in homes across the globe.
Working with a professional branding agency, like PromotEdge, can help market your brand better through advertising and storytelling. Our experts perform in-depth research to understand the audience’s touchpoints to create a more personalised marketing strategy.
FMCG and consumer durable brands are running toward a single goal—building emotional attachment with the audience. Having a strong relationship based on trust improves customer loyalty and customer retention. Content is a powerful branding tool for brands to find the key to a customer’s heart. Some brands have understood it early on and have created content strategies that align with their goals.
For instance, Mamaearth develops content focusing on “goodness inside,” promoting natural ingredients and eco-consciousness. It’s tailored to the younger, socially aware consumers who care about the planet and personal health. Brands like ITC resonate with socially conscious consumers by aligning their marketing with causes such as rural development. Similarly, Patanjali’s emphasis on natural, Ayurvedic products appeals to health-conscious buyers.
Even lesser-known brands can make a splash with high-quality content and clever branding. Havmor Ice Cream regularly experiments with quirky, fun campaigns that make people smile while craving dessert.
The digital age, aka the edge, can’t be ignored! The rise of e-commerce and social media has opened new doors for branding. Brands are not just targeting customers through traditional marketing; they are focusing on creating an unforgettable experience for customers. Platforms like Instagram allow brands to engage with audiences directly. For instance, Nykaa, an online beauty retailer, has successfully built a strong presence by combining influencer marketing with personalized recommendations and loyalty rewards.
Data is the new black gold with the power to move the economy. It not only helps in understanding consumer preferences but also in customising campaigns. FMCG and consumer durable brands, both, use it to refine advertising strategies and tailor their messaging to different demographics. Personalised campaigns, like those by Lenskart, keep customers engaged and make shopping seamless.
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Our 200+ Collaborations.
Empowering Diverse Industries With Integrated Marketing Solutions
IPO and Listed Companies
Branding contributes greatly to the success of IPO (Initial Public Offering). However, founders often fail to analyze the full potential of a purposeful brand strategy and miss marketing opportunities. Companies are not up against just one or two competitors in the share market; the number is pretty overwhelming, and moreover, not all brands are of the same size. Depending on the companies and investors, IPS can be categorized in different types. For example, small and medium enterprise (SME) IPOs and mainboard IPOs.
Industrial Machinery & Equipment
To thrive in India’s crowded industrial market, which risks becoming commoditized, it’s no longer enough to just show up. You need to be seen, to be known, and to matter. A strong brand identity slices through the noise in cost-conscious, performance-driven markets. A solid industrial brand isn’t just about consistency—it’s about trust. When decision-makers see your credibility, they come back.
Professional Services
The world of marketing for professional service can seem a bit vague. Unlike tangible objects, such as fashion, lifestyle, FMCG, or consumer durable, service can’t be seen or touched. So how can firms and industry professionals overcome these crises and build reputations? Professional service providers have relied on brand reputation to attract potential customers for ages. In today’s competitive Indian landscape, where thousands of newcomers are trying to make their way and build recognition for themselves, companies and experts are in dire need of developing a unique brand strategy to create differentiation and build reputation.
Fashion & Lifestyle Brands
We belong to a generation where gaining and retaining attention has become a luxury, especially for Fashion and Lifestyle brands. The constant stream of posts, updates and notifications overwhelms users, making it difficult to fully concentrate on a single content. The rapid change in fashion trends with new designers and online retailers emerging also almost everyday acts like adding fuel to the fire. Thus, building a strong brand identity isn’t merely a business tactic; it’s essential for survival and growth.
Real Estate
The real game of real estate business is the Brand Strategy. We at PromotEdge excel in delivering comprehensive brand strategies for realtors to create an engaging narrative.
FMCG & FMCD: Creative Designing
The fast moving consumer goods and consumer durable industry covers a significant portion of India’s economy. Whether it’s the small-scale purchase one makes from a thela or the monthly grocery shopping from the supermarket, consumer goods are an everyday need. But with the constant demands in the FMCG sector, the competition amongst brands is also high. There are multiple choices for a single product, so how can brands become the first choice for consumers?
FMCG & FMCD: Digital Marketing
The winds have changed and the age of technology has begun. We are currently living in an era where ‘Jo Zyada Dikhta Hain Woh Zaldi Bikta Hain!’ Visibility has always been a deciding factor, but in the present day, it has become even more important. Marketing through TV ads or hoarding is not enough anymore, fast moving consumer goods and consumer durable brands are going all the way to create an online presence to reach out to the audience who are always on the internet. Brands that haven’t understood and embraced the strategy are having a tough time earning their expected revenue and growing their business.
FMCG & FMCD: Web Solutions
We live in a digitally oriented world where people use the internet for most of our daily necessities, from purchasing a Rs 5 biscuit to shopping for high-tech appliances like a smartphone or a TV. Thus has necessitated the need for having a well-designed, user-friendly website for fast moving consumer goods and consumer durable brands. An aesthetic website nowadays is like a digital shop window welcoming your audience with a warm smile.
FMCG & FMCD: Audio Visual
Kya Har Chiz jo Dikhta Hai Online, Bikta Hai? The answer is No! If consumers would purchase everything they see online, then FMCG and consumer durable brands would not have to spend thousands or even millions of rupees on marketing. Capturing attention in India’s overcrowded marketplace is a must. But it’s not just that, maintaining consumer attention can be the most challenging in a market flooded with options.
Client Happiness Speaks Volumes
Show MoreI really want to thank Sayantan and his team from PromotEdge because what I find good in them is that, the team. When the team is wonderful, the outcome will definitely be wonderful. I have seen the first cut of the reel which they shot the first day, and they gave us on the morning of the second day. The entire first day they worked so hard and over the night they have edited and on the morning they shared it with us. This is just fabulous and the commitment they have shown. The FIVB team has said that they are very happy with team PromotEdge. And when I showed this clip to my friends, those who are from this industry, they (also said that they) have done a fabulous work. So happy and compliments to the team -- Sayantan and PromotEdge team. Thank you.
Abhijit Bhattacharya
Former Captain Indian VolleyBall Team; and Founder of Brahmaputra Volleyball League
Show MoreAs a progressive and emerging digital marketing company, PromotEdge is doing something right to enhance the experience of companies associated with them. The format they have created is great, there is a smooth flow of communication, great brainstorming sessions and additionally super ideations and executions. Pritha, the account manager, has always been supportive. Whether day or night, weekday or weekend, she came through and solved the problems. Lastly, I’d recommend anyone who is planning to start or grow their brand, PromotEdge is the best digital marketing agency you can rely upon.
Anish Basu Mallik
Marketing Executive at Unimark Group
Show MorePromotEdge and their team did an excellent job with our website. They engaged with every team member, understanding their needs with great patience before collating them into a user requirement and a design spec. The result was both aesthetically pleasing and usable. PromotEdge continues to support us and our ever-growing and very demanding wish list. We hope to grow this relationship beyond website design and into content development. I am confident that PromotEdge's team will continue to guide us in delivering product content to our global customers, making the website an important tool for product awareness and lead generation.
Bimal Shah
Executive Director at Fine Organic Industries Limited
Show MoreAn aligned partner is always a welcoming step. Someone who can think deep through lines, understand the matrix of product management. Fortunate enough, PromotEdge has been a partner in progress for me. Their uniqueness lies in their hands down knowledge of delivering the strategy and communication needed for the hour. A practical approach to ensuring return of investment has been the day one mantra. An advisory to an executionist, the systematic approach by team PromotEdge has been the impeccable.
Bobby Srinivas
Chief Manager Marketing & Brand Marketing at Utkarsh India
Show MoreThe PromotEdge Agency stay with us all these 3 days, since when we arrived..more, more than 3 days. Since in the airport, they stayed together with us (FIVB team). Sayantan and his team is providing you to see this video. I just (want to say) _Shukriya_. Thank you so much for your team, because we are here in front of the camera but all the team is behind. The entire team together did this great job so that you can see how much volleyball is a lovely sport.
Giba
Brazilian Former Volleyball Player
Show MoreIn the city of Kolkata , there are very few full service advertising agencies which are compact, agile, quick and yet have the vision and creative /executional abilities of large reputed agencies. My experience with PromotEdge has been extremely satisfying and they have done world class job for Brand Building exercise of LION INDIA.In my professional life spanning over 4 decades I have always worked with leading agencies like Lintas, Grey, etc so my benchmarking was rather high. I am delighted to say that i did find the agency measuring up nicely on every parameter of our expectations. The team led by Avik Guha comes majorly from experienced staff who have had experience in large agencies. Added to this is the” young oozing with unique new.
Hardeep Singh
Marketing Consultant
Show MoreHi, my name is Hitesh Malhotra. I'm working in FIVB. We are working with PromoteEdge (with Team Sayantan). I would like to give you a brief detail. So when we started this project, we had a good discussion with them. And personally, I feel PromotEdge is kind of a one stop solution for us. So basically, they provided us the whole storyboarding regarding the digital assets and how we can use those with our ambassadors programme. They helped us a lot to structurize the whole concept from our side. So in fact, there were a lot of great ideas they provided, guiding us...what we should do and what we should not do in this regard. And the best part was that they were very clear from there, from the whole blueprint. So they understood our request from the proposal and then accordingly they executed it.
Hitesh Malhotra
Sports Development at Fédération Internationale de Volleyball - FIVB
Show MoreI would just like to congratulate, PromotEdge Led by Sayantan and his Team who have done an absolutely fantastic job of branding for the Kolkata Thunderbolts, the Branding, the social media campaign was bang on, and I think it help not just the Kolkata Thunderbolts but its really helped me because in the East there was at least one Team that looking very well promoted and branded. Thanks guyz, well done.
Joy Bhattacharjya
CEO at Prime Volleyball League
Show MoreI've known PromotEdge for quite a few years. PromotEdge is passionate, knowledgeable, and destined for success. What stands out is their positivity, energy, passion, and innovative thinking. They bring a warm presence to their work. Best wishes to PromotEdge.
Mahendra Sureka
Founder & CEO at India MACJ - A Buyers Choice Home Inspections
Show MoreI had a great time in Kolkata, I met entire PromotEdge team and they are amazing. Design language that they follow is crazy, the copywriting is crazy. I think they are one of the best digital marketing agencies, not just in Kolkata, entire eastern region and I think brand should not leave the chance to interact with these guys, make stories together. So, if I had something here, I would have definitely collaborated with them and worked. Now is the time, I mean it’s not even a question whether digital is important or not you don’t have an option today. Go digital work with PromotEdge and create your brand stories. Thank You.
Manish Pandey
Consultant & Coach to Content Creator
Show MorePromotEdge has been working with our organization for social media management and other creative activities. They are responsive, supportive and hard working. We look forward to a long and positive relationship with them.
Medha Sharma
Strategic Head at TATA Metaliks
Our Work Process
PromotEdge is the best marketing agency in the FMCG & consumer durable sectors in India, backed by years of experience to successfully craft a brand strategy.
Identifying Purpose
Defining why your brand exists, its core values, and its purpose helps you create a consistent brand strategy. PromotEdge helps brands identify their Unique Selling Propositions (USPs) to build a customer base in the inundated FMCG and consumer durable market.
Market Research
We research the target market for the fast-moving consumer goods and consumer durable sector based on demographics, psychographics, geography, and behaviour.
Strategic Planning
Our team crafts strategies based on audience age, gender, preference, etc., that align with the brand’s objective and shares them with our clients for approval.
Execution
Our teams start to implement strategies, such as corporate branding, product branding, content marketing, co-branding, online branding, social media marketing, etc., on the right platforms.
Our Work Process
PromotEdge is the best marketing agency in the FMCG & consumer durable sectors in India, backed by years of experience to successfully craft a brand strategy.
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Identifying Purpose
0 1Identifying Purpose
Defining why your brand exists, its core values, and its purpose helps you create a consistent brand strategy. PromotEdge helps brands identify their Unique Selling Propositions (USPs) to build a customer base in the inundated FMCG and consumer durable market.
-
Market Research
0 2Market Research
We research the target market for the fast-moving consumer goods and consumer durable sector based on demographics, psychographics, geography, and behaviour.
-
Strategic Planning
0 3
Strategic Planning
Our team crafts strategies based on audience age, gender, preference, etc., that align with the brand’s objective and shares them with our clients for approval.
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Execution
0 4
Execution
Our teams start to implement strategies, such as corporate branding, product branding, content marketing, co-branding, online branding, social media marketing, etc., on the right platforms.
Importance of Brand Strategy for FMCG & FMCD Sector
One
Builds a unique brand identity
Branding creates a meaningful brand identity that leaves a lasting impression. The fast-moving consumer goods and consumer durable sector is considerably competitive, which makes it more essential to have a recognisable brand identity.
Two
Grows Market Influence
A well-branded product increases the market influence. Brands can easily enter a new market or launch new products using existing influence. That’s how Maggi Noodles introduced Maggi pasta.
Three
Customer Engagement and Loyalty
A good branding strategy can help you earn customer trust and loyalty. Even if there are other products in the market, your audience will choose your brand. For example, Dettol is a preferred choice in many households for safety and hygiene.
Four
Competitive Differentiation
Whether it’s fast-moving consumer goods like food, beverages, and personal care products or consumer durables like appliances, electronics, and vehicles, different companies offer the same types of products and services. Thus, it has become essential for businesses to create a distinctive brand identity. A strategically developed brand strategy helps brands be noticeable to their audience.
Case Study
Alumaze
Alumaze launched in 2023, is one of the first ACP manufacturer brands from South India, which is strategically located in Vishakhapatnam and catering to Telengana, Andhra Pradesh, Tamil Nadu, Karnataka, Kerala and Orissa.
B.P. Poddar Hospital
The primary objective of the campaign was to create awareness about BP Podder Hospital’s expertise in knee replacement surgeries and to position the hospital as a reliable and compassionate healthcare provider for individuals suffering from knee-related issues.
DTC Southern Heights
The primary goal was to create a visually appealing and engaging video that showcased the Clubhouse Lunch experience at DTC Southern Heights.
iLead
iLead Institute, a leading education provider, approached PromotEdge with challenges stemming from their existing website. The website was burdened with numerous courses, extensive content, heavy imagery, and other complexities impacting speed and usability. Seeking a comprehensive solution, they engaged our web development team to revamp their online platform.
KNI Airport, Durgapur
Kazi Nazrul Islam Airport, or Durgapur Airport is fully functional airport. It has direct connectivity with all the major metros – New Delhi, Mumbai, Chennai, Bengaluru, Hyderabad.
Kolkata ThunderBolts
The pioneering Volleyball sporting club of Eastern India, who aims to bring the sport into the mainstream and build a cult following helmed by the visionary in Mr. Pawan Kr. Patodia and Mr. Vineet Bhandari.
Nitya
The new entrant in retail genre, Nitya comes from the background of B2B in Gold and Diamond Jewellery. Strategically located in Burrabazar, Kolkata Nitya has excellent modern pieces of handcrafted fine jewellery specially catering to modern brides. We have launched the brand in November 2022 and continue to do their social media amplification to create awareness.
SANY
SANY Heavy Industry India Pvt Ltd (SANY India) is a wholly owned subsidiary of SANY Heavy Industry Co Ltd (SANY Heavy Industry), China. SANY India was incorporated in 2002 and offers the widest range of Construction Machinery in India & South Asia.
Skipper Ltd.
Skipper Ltd aimed to create a comprehensive audio-visual representation of its manufacturing processes and infrastructure. The goal was to highlight the company’s commitment to quality, innovation, and sustainability, reinforcing its position as a trusted global player in the engineering and polymer sectors.
Utkarsh
Utkarsh India Limited is a leading manufacturer and supplier of high-end engineering products and services in the infrastructure, agriculture and domestic water piping industry.
Weichai India
Weichai is the world’s largest engine manufacturing company originated in China. Today, It is a 44 BUSD conglomerate with multi field and multi industry approach.
Got Questions?
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Why is branding so important for FMCG and consumer durables?
Ans.The right branding has the power to transform even ordinary products into popular ones. For FMCG and consumer durable brands, branding builds trust, emotional connections, and easy recall. As the growing competition, marketing can be a tough cookie for fast-moving consumer goods and consumer durables without creative branding strategies. -
Can branding increase FMCG sales?
Ans.In the FMCG sector, branding focuses on creating emotional connections and trust. Products like Good Day biscuits or Dettol rely on consistent mesaging and relatable themes that resonate with consumers. Packaging, such as Paper Boat’s unique pouches, also plays a crucial role in differentiating products and making them memorable. -
How can my FMCG brand be better than others?
Ans.Improving the quality of the product is obviously a nonnegotiable aspect, but the brand also needs to invest in a strong branding strategy. Sharing the right message with the right customer will help you grow as a brand and leave your competitors behind. -
What’s the hype about storytelling for FMCG and consumer durable brands?
Ans.Storytelling creates an emotional narrative, which is valuable in this market, where your competitors are also vying for your customer base. With the right narrative, a product becomes more than a commodity and an essential part of a consumer's life, building stronger brand loyalty.
