Premium-plus FMCG outruns mass as Marico, HUL bet big on healthier, pricier portfolios
Premium-plus FMCG grew 9.9% YoY through Mar 2026 and luxury 13.6%, now 25-26% of category value. Marico's premium personal-care ARR tops Rs 350 cr and digital-first brands cross Rs 1,000 cr; HUL plans up to Rs 2,000 cr in premium capacity. Rural premiumisation (13.6%) is outpacing metros (4.9%).
Indian FMCG players including Marico and HUL are pivoting to premiumisation across snacks, personal care and chocolates, with premium-plus categories outpacing mass and rural adoption (13.6%) exceeding metros, reshaping portfolios and margins.