India’s FMCG brand choices continued to expand in 2024, though at a slower pace than the previous year, according to the 13th edition of the Brand Footprint India report released by Worldpanel by Numerator. The deceleration was largely attributed to a slowdown in the foods and beverages sector.

Parle retained its position as India’s most chosen in-home FMCG brand, followed by Britannia, Amul, Clinic Plus, and Surf Excel. Notably, Surf Excel climbed from 8th in 2023 to 5th in 2024, entering the top five for the first time. Meanwhile, Haldiram’s broke into the top 10, signaling the growing clout of snacking brands.

In the out-of-home (OOH) category, Britannia continued to lead, with Haldiram’s, Cadbury, Balaji, and Parle rounding out the top five.

The Brand Footprint rankings are based on consumer reach points (CRPs) - a measure that reflects both the number of shoppers making purchases and the frequency of those purchases in a calendar year.

Smaller brands drive growth

A key highlight of this year’s findings was the sharper growth trajectory of smaller and regional brands, compared to the more measured pace of larger incumbents.

Among the standout growth stories:

• Balaji: Added 10 million new shoppers through rural expansion and smaller pack formats, posting +22% CRP growth.
• Everest: Expanded distribution and its pure spices portfolio, gaining 7 million shoppers (+10% CRP growth).
• Goodknight: Leveraged innovation with anti-mosquito incense sticks and affordable repellents, reaching 9 million more households (+14% CRP growth).
• Wagh Bakri: Extended reach beyond western India, adding 5 million new shoppers (+19% CRP growth).
• Godrej Expert Crème: Tapped rural markets with affordable packs and van-led distribution, netting 15 million new shoppers (+37% CRP growth).

In the OOH category, strong performers included Balaji (+41% CRP growth) and Amul (+19% CRP growth). The top five remained dominated by snacking brands, reaffirming the strength of India’s out-of-home snacking culture.

While larger brands saw slower growth in 2024, the market remains dynamic, with challenger and regional players steadily strengthening their foothold in both in-home and out-of-home categories.

K. Ramakrishnan, managing director- South Asia, Worldpanel by Numerator said, “Consumer choice remains the most reliable test of a brand’s strength, and Brand Footprint has consistently captured this reality for over a decade. India continues to stand out as a growth-positive market compared to global trends, with much of the momentum coming from smaller and emerging players. This year’s findings reaffirm that growth comes from expanding the shopper base, whether it’s through innovation, new formats or deeper rural reach. While larger brands are experiencing a slowdown, the market remains vibrant with regional and challenger brands steadily gaining ground.”