India’s FMCG majors scale liquid formats as consumers move beyond bars and powders
HUL is investing about ₹2,000 crore over two years in liquid-format capacity as household penetration reaches 58%. Liquid-format volumes rose 42%, versus 3% for traditional formats, with rural demand growing faster than urban markets.
Indian FMCG companies are expanding liquid personal- and home-care formats as consumers shift from bars and powders. HUL will invest ₹2,000 crore in liquid capacity, while Wipro, L’Oréal India and Colgate-Palmolive target premiumisation, quick commerce and rural adoption.
Why this matters
The liquid-format push follows HUL's 10% June-quarter sales rise and its strongest sales performance in 13 quarters, while recent results also flagged inflation pressure on Indian consumer demand.
Retail-brand is accelerating, up 93,700% QoQ.
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