Local brands in India are growing faster than national brands in the fast-moving consumer goods (FMCG) sector due to a slowdown in inflation. India's consumer demographics are also shifting, driving growth in the sector. A recent Redseer survey revealed a large proportion of Indian consumers are willing to buy unbranded products. The "mass" class, which is set to underpin India's retail industry, focuses on value for money, and is increasingly purchasing online.