India’s FMCG sector may continue facing headwinds until Q3FY21: CARE Ratings

10 Jan 2020 Evaluate

CARE Ratings in its latest report has said that India’s fast moving consumer goods (FMCG) sector is likely to continue facing headwinds until Q3 of FY21, despite few positive signs of improvement in economy in the near future. It noted that the FMCG sector has been on a slow growth trajectory since the past four quarters, beginning Q4 FY19. It noted that the initial signs of a slowdown were noticed by larger players of the sector when they the witnessed softening of demand for such goods, especially from the rural segment.

The rating agency said that multiple factors including the liquidity crisis that began in Q2 FY20 that created ripples in the economy and undoubtedly impacted the FMCG sector, which is dependent on the sufficient availability of cash in the economy. It believed that certain categories of food products may witness a gradual demand pick up, however, the personal care category is expected to continue remaining under pressure for the next six-seven months at least. It pointed out that factors such as favourable monsoons, expectation of tax rate cuts -including GST and personal income tax, announcements in the upcoming Union Budget of FY21 in favour of rural economy, among others, will play a crucial role in uplifting consumer sentiments and bringing demand revival. 

According to the rating agency, FMCG players can deal with the slump in rural consumption and revive demand by introducing smaller packaging so as to encourage users to try new products, and thereby improve volume growth, which is essential for companies in this sector that survive on wafer-thin margins. It also suggested introducing sales promotion activities such as discounts, rebates and advertising to improve visibility and persuade consumer purchases. This shall help companies to generate fast cash and clear out inventory.

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