The anti-mosquito incense sticks business is currently a Rs 1,200-crore market that’s crowded by unorganised players. The company hopes to gain market share in the category because consumers will prefer to buy a safer Godrej product over that of some unorganised player.
Analysts point to the high probability of populist measures closer to polling election dates that could also lead to increased spending in rural markets.
As Indian consumers experiment with a variety of cuisines, the pizza, once a favourite, has begun to lose favour with consumers. Biryani is a hot favourite, as are burgers and fried chicken.
The companies are focusing on the digital medium because it has greater and quicker reach. Most firms say they have seen gains in market share on account of their greater ad spends and promotions.