Ipo: Local brands' penetration expanded 4% in laundry bars and 13% in washing powder compared to bigger rivals which saw 0-3% growth, according to latest data from market research firm Kantar. Even in the soap category, smaller firms grew 31% while national brands clocked a tepid 2% increase. Biscuits, the biggest packaged food category, also saw regional players growing 22% versus 10% for larger companies.