Marico, Nestle, Orkla Rewire FMCG Playbook Around Gen Z's 35% Spend Share
Indian FMCG majors are restructuring M&A, R&D and labelling to chase Gen Z consumers, who now drive 35% of consumption spending. Marico has deployed ₹800 crore on three youth-focused D2C acquisitions this year, while Nestle India and Orkla (MTR) retool portfolios for a cohort that prizes transparency and digital-native brands.
Indian FMCG majors Marico, Nestle India and Orkla are reshaping M&A, R&D and labelling around Gen Z, who drive 35% of consumption spending. Marico spent ₹800 crore on three youth-focused D2C buys this year.