“Our pack looks like the leader's, and shoppers do not notice us.”
Name the three brands next to you in your main shop. Write what each owns. Choose an idea none of them owns.
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FMCG branding for a new or growing brand
For the owner of an everyday consumer brand. Settle the name, the shelf position, the sizes and the claims before the pack is designed.
A strategist calls you in one working day.
/ 01 FMCG branding
FMCG branding: what to settle before the pack is designed
FMCG branding is the set of choices that make an everyday packed product easy to pick. They cover who it is for, what it stands for beside its shelf neighbours, its name, and its sizes and prices.
Settle these before the pack is designed.
The look of the pack is on our FMCG packaging design page. How stock reaches the shop is on our FMCG distribution page. The wider plan is on our FMCG marketing page.
FMCG means fast-moving consumer goods, such as food, personal care and home products that people rebuy. Positioning is the one idea you want shoppers to link with your brand. A SKU (stock keeping unit) is one size or flavour. We read each rule at its source on 2 November 2026.
- Since 2015working with Indian brands
- 65+in-house team: strategy, creative, media and tech
- 4pillars under one roof: strategy, advertising, digital, on-ground activation (BTL)
- Every monthwe visit clients, and we review with every client online every week
Our beliefWe know digital inside out, and we think like an Indian business.
/ 02 Decisions in order
FMCG branding strategy: the decisions, in order
Our view. Nine decisions, and who signs each.
| Decision | What to settle | Who signs off |
|---|---|---|
| Buyer and moment | One buyer, one kind of shop, one reason to buy, and what that buyer picks today instead | Founder, with sales head |
| Shelf position | The three brands beside you, and one idea none owns, in a line a shopkeeper can repeat | Founder |
| Name | Three to five names, each searched at the Registry. Web address and social handle free too | Founder and trade mark attorney |
| Range | The first pack that must succeed, and which flavours wait | Founder and sales head |
| Sizes and prices | Entry, regular and family pack: shelf price, shop margin and distributor margin for each | Founder and finance head |
| Claims | The one or two claims the brand will own, with a proof file each | Regulatory person |
| Look brief | Colours, shape and the line the pack must carry, for the pack designer | Founder |
| Launch order | First channel, first area, first stock, and what would make you stop | Sales head |
| What to count | Five numbers, each with a date to read it | Founder and sales head |
Our view. The attorney and regulatory roles sit with your own advisers.
Go deeper
Read more about FMCG branding
Deeper reading if you want the research behind the plan.
Checking a name before you commit
Tests the Registry applies to a name
From the Trade Marks Act, 1999:
| Test | Where | What it means for your name |
|---|---|---|
| The name cannot tell your goods from another maker's | Section 9(1)(a) | A plain word or common surname alone may fail |
| The name describes the goods | Section 9(1)(b) | Says the kind, quality, purpose or place of origin: can be refused |
| The name may deceive or confuse the public | Section 9(2)(a) | Suggests something the product is not |
| The name is close to an earlier mark for similar goods | Section 11(1) | Search before you pay for design |
| The name became known through use before you applied | Proviso to 9(1) | Can rescue a descriptive name. A new brand has no such use |
Source: Section 9 and section 11(1), read 2 November 2026
Classes, search, fees and opposition
Our naming work gives you names to search. Goods fall in Registry classes 1 to 34 and services in 35 to 45. Ask your attorney which classes you need. IP India, the Registry's site, links an AI search and a public search. Form TM-A costs Rs 4,500 for each class by e-filing for an individual, startup or small enterprise, and Rs 9,000 for others. Registration lasts 10 years from the application date. Shape and colour combination marks can be filed too. Anyone may oppose within four months of the advertisement, so plan the launch date around that. If the name holds a word such as natural or pure, see our food and beverage page first.
Source: IP India basics, search, fees and section 21(1), read 2 November 2026
Sizes, prices and the range
One job for each size
Our view, as a starting ladder:
| Size | Its job | Check before you add it |
|---|---|---|
| Entry pack: the smallest, lowest price | Lets a shopper try the brand at little risk | Your cost at that price, and the shop's margin |
| Regular pack | The pack most buyers repeat | Its price beside the two nearest neighbours at the same weight |
| New flavour | More reach from existing buyers | Does it take sales from your first pack? |
Source: NIQ, Q1 2026 snapshot, read 2 November 2026
What each size must declare
Each size is its own pack. Rule 6(1) of the Legal Metrology Rules asks each retail pack for the maker's name and address, the common name, the net quantity and the maximum retail price inclusive of all taxes. The rule has been amended, so check the current text. Letter heights are on our packaging design page. Our brand architecture work decides whose name a premium size carries.
Source: Legal Metrology Rules, rule 6 (Indian Kanoon copy), read 2 November 2026
Claims and comparisons on the pack
Who checks which claim
Before the claim line goes to the designer:
| What the brand says | Where the rule sits | Who checks it |
|---|---|---|
| A fact about the product | ASCI Code, Chapter I, clause 1: capable of proof, shown when ASCI asks | Regulatory person, from a proof file |
| A comparison with a rival | ASCI Code, Chapter IV, guideline 1: say what is compared, be factual, do not unfairly attack | Founder and regulatory person |
| A look close to a rival's | ASCI Code, Chapter IV, guidelines 2 and 3: no unfair use of another firm's goodwill, and no look so close to another advertiser's earlier ads that it misleads (check the current text) | Trade mark attorney |
Source: ASCI Code, chapters I and IV, definition 8, read 2 November 2026
Launch order and what to count
Which channel first
Our view. Start where your buyer shops:
| Channel | What it asks of the brand | First check |
|---|---|---|
| Kirana: the neighbourhood shop | A name a shopkeeper can say, a pack a shopper spots from the counter | Does the shopkeeper say your name unprompted by the second visit? |
| Chain stores, or modern trade | Complete pack details, a barcode, steady supply | Can you fill every store on time? |
| Quick commerce: apps that deliver in minutes | An easy name to search, a first image that reads on a phone | Is stock in the warehouse near the shopper? |
Source: NIQ, October to December 2025 (5 March 2026), read 2 November 2026
What to count in the first 90 days
Our view. Set these before launch:
| Count | How | Read at |
|---|---|---|
| First purchase | Entry packs sold in stocked shops | Day 30 |
| Repeat purchase | Shops that reorder unasked, or shoppers who order again | Day 60 |
| Rate of sale | Packs sold per shop per week | Every week |
| Price held | Selling price against list price | Every month |
| Shelf standout | A photo of your pack beside its neighbours, at arm's length and on a phone | At launch |
Source: PromotEdge working view
/ 03 Sound familiar?
Common problems when branding a new FMCG product
“We paid for design, then found a similar name on the register.”
Search the Trade Marks Registry, the government office that records marks, first. The Act bars a mark close to an earlier one (section 11(1)).
“Our name describes the product, and the Registry may refuse it.”
A name that only says the kind or quality of the goods can be refused (section 9(1)(b)).
“We have six sizes and no reason for any of them.”
Give each size one job: trial, regular use or family stock. NielsenIQ (NIQ), a research firm, lists price-point disruption in Rs 5 and Rs 10 packs among the pressures it covers.
“Our claim line passes the designer and fails the regulatory check.”
Choose the one or two claims the brand will own, and build the proof file before design starts.
/ 04 Cost
What affects the cost
No price list. These things move the number.
PromotEdge does not publish a price list.
What affects the cost
- How many names and routes you want tested
- Whether you need shopper research on a mock shelf
- How many SKUs and price tiers the range holds
- How many channels, cities and languages the launch covers
How we price it
- We talk for 30 minutes about your product and where you sell
- We look at your name, pack and price list
- A written quote follows within 2 working days
What you get in the quote
- A shelf position and a name shortlist
- A size, price and claims plan
Trade mark filing is paid to the Registry and your attorney.
/ 05 Rules to know
Rules for FMCG brand names and claims in India
Read on 2 November 2026. Check the current text before you act.
The Trade Marks Act, 1999 sets which names the Registry refuses (section 9) and which clash with an earlier mark (section 11). A valid registration gives the exclusive right to use the mark for the goods named (section 28). With none, you cannot sue for infringement, but you may sue for passing off, which means selling goods as another maker's (section 27).
The ASCI Code, from the Advertising Standards Council of India, covers claims and comparisons, including writing on packaging. The Legal Metrology Rules, rule 6 list what a retail pack declares. Food regulator FSSAI's claims rules are on our food and beverage page. The Central Consumer Protection Authority also issued misleading-advertisement guidelines in 2022. Ask your regulatory person for the current text. General guidance, not legal advice.
/ 06 What happens next
What happens after you ask
For projects we think we can help, this is how it goes.
- 01
A strategist calls you
In one working day: a 30-minute call with one of our strategists about your business and what is not working.
- 02
You get a 1-page plan
A short, honest plan: what to fix first and what we would do. It is free.
- 03
A quote, if you want one
If you want to go ahead, we send a quote within 2 working days.
We confirm the timeline in the quote. Contracts start at 3 months, with 30 days' notice to stop. A single job, such as one event or one print run, is quoted as one project.
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What people say
What clients say about PromotEdge
“PromotEdge is one of the most hard working creative agency that LISTENS ! Do I need to say anything more ?!!!!Saurav is one of the most open person I have come across who is ready to speak abt the elephant in the room , that no body wants to talk about !”
Harsh GuptaManaging Director at Rishta FoodsFMCG
“PromotEdge 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 ShahExecutive Director at Fine Organic Industries LimitedManufacturing
“I commend PromotEdge as a content and advertising partner. I applaud their top-notch team, swift problem-solving, and outstanding digital media work for my brand. I express my happiness and eagerness for a long-term partnership.”
Priyanka GuptaDirector at Nitya Gold & DiamondsJewellery retail
“We are thoroughly impressed with the extensive knowledge and professionalism demonstrated by PromotEdge. Their adept management of our digital and creative requirements has significantly contributed to our satisfaction with their digital marketing services and expertise.”
Rahul MishraAssistant Manager Digital Marketing & Ecommerce at Magik LightingElectricalsABP Education
“Working with PromotEdge has been an enriching experience for ABP at many different levels. Your understanding of the digital space, customized brand solutions and prompt servicing have helped us achieve our brand goals with so much ease.I would like to especially thank the creative development team, the digital strategy team and above all the servicing team with whom I have worked in close association with, for their all-round support. I wish you all the best in your upcoming projects and I look forward to collaborating with you in future as well.”
Satabdi SahuLead - Brand and Content at ABP EducationEducation“In 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 […] comes majorly from experienced staff who have had experience in large agencies. Added to this is the” young oozing with unique new.”
Hardeep SinghMarketing Consultant“It’s a great way to be back at PromotEdge. I had a great time working them in Kolkata Tunderbolts doing the Volley Biswas character and they all are like good friends like family Saurav Bhaiya, […], and as I speak, I see Sayantan da walking in. HA HA! But it’s been a great experience I am glad to again meeting them and being here at the PromotEdge. Make Calcutta relevant again.”
Priyam GhoseContent CreatorPRAN RFL Group
“PRAN & PromotEdge have been working together for last 1.5 years. Throughout, the work experience is good and satisfactory.As a client, we found PromotEdge very professional and dedicated towards any project assigned to them.Most importantly, They have a bunch of energetic young people who always think from clients’ point of view and come up with the solution which is appropriate for them.I would personally refer PromotEdge to those who want creative and contemporary work.We wish PromotEdge a successful journey ahead.”
Sharif Rezwan KabirBrand Manager at PRAN RFL GroupFMCGTATA Metaliks
“PromotEdge 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 SharmaStrategic Head at TATA MetaliksSteel and metals
“I am delighted with the successful launch of our new website, thanks to the exceptional support from PromotEdge. I extend my gratitude to Benjamin and the team for their dedication and hard work, which has resulted in a new, fresh-looking site that perfectly meets our expectations.”
Mom MitraMarketing Head at IleadEducationShyam Metalics Group
“We have been working with PromotEdge for almost a year. We have engaged them to manage our Digital marketing campaigns and are impressed with the outcome. Within weeks, we had noticed an increase in performance and they continuously worked on adapting to a new strategy if required to get the maximum mileage for us based on our requirements. A big thank you to their team, and I would highly recommend them to anyone who is considering growing on their Digital Space.”
Shubham GadodiaDeputy Brand Manager at Shyam Metalics GroupSteel and metalsPrime Volleyball League
“I 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 BhattacharjyaCEO at Prime Volleyball LeagueSports“I 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 PandeyConsultant & Coach to Content Creator“The 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.”
GibaBrazilian Former Volleyball PlayerSportsIndia MACJ - A Buyers Choice Home Inspections
“I'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 SurekaFounder & CEO at India MACJ - A Buyers Choice Home InspectionsReal estateBirdman Chemeng Pvt Ltd.
“PromotEdge has been a unique creative group amongst unique creativity world. Approaching, analysing, understanding the deliverables with ethos and transferring the same into a spellbound creative identity, just cut out for clients’ requirement are signature values of the team. A huge ROI, thy name is PromotEdge.”
Rajat ChatterjeeHead Business Development at Birdman Chemeng Pvt Ltd.Manufacturing
“An 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 SrinivasChief Manager Marketing & Brand Marketing at Utkarsh IndiaSteel and metalsUnimark Group
“As 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.…”
Anish Basu MallikMarketing Executive at Unimark GroupReal estateBrahmaputra Volleyball League
“I 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 BhattacharyaFormer Captain Indian VolleyBall Team; and Founder of Brahmaputra Volleyball LeagueSports
“Hi, 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 MalhotraSports Development at Fédération Internationale de Volleyball - FIVBSports
New or growing FMCG brand?
Send us your pack and your price list, and we'll tell you what we'd settle first
Common questions
-
PromotEdge publishes no price list. The cost depends on how many names you test, whether you need shopper research, how many sizes and price tiers the range holds, and how many channels and cities you launch in. Trade mark filing is paid separately to the Registry.
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It is a short set of decisions made in order: the buyer, the shelf position, the name, the range, sizes and prices, the claims and the launch order. Each has a person who signs it off, and all are written down before the pack is designed.
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Search the Trade Marks Registry with IP India's search tools, in the classes your goods fall in. The Act bars a mark close to an earlier mark for similar goods when buyers may be confused (section 11(1)). Ask a trade mark attorney to read the results.
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It is risky. Section 9(1)(b) of the Trade Marks Act lets the Registry refuse a name that only describes the kind, quality or purpose of the goods, unless use has made it known. A new brand has no such use yet, so a name that points to your brand is safer.
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No rule sets a number. Our view is one first pack that must succeed, plus one extra size with a clear job such as trial. NIQ's May 2026 snapshot lists price-point disruption in Rs 5 and Rs 10 packs among the pressures it covers, so check your cost.
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The ASCI Code allows comparisons that are factual, accurate, capable of proof and clear about what is compared. It bars unfair attacks on another product, and it covers writing on packaging. Keep the test report on file, and ask your regulatory person before print.
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Start where your buyer already shops and where you can keep stock steady. That may be kirana shops in one area, a few chain stores, or one city on quick commerce. Add the next channel when the first reorders without a push.
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The founder signs the shelf position and the look brief. The sales head signs the launch order. Your regulatory person signs the claims, and a trade mark attorney checks the name. We prepare the options and the proof files, and you decide.
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Ongoing monthly work has a 3-month minimum. After that you can stop with 30 days' notice. A project has a clear end, and we confirm its timeline in the quote. The smallest first step, a free 30-minute call and a one-page plan, commits you to nothing.
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Before work starts, we agree in writing who your main contact is, how often you meet, and who signs off each piece of work. The person who plans your campaign talks to the person who designs it every day. The seniors you meet at the first call are the people who run your work.