* 41% of surveyed urban Indian shoppers see a product online but purchase it in-store
* Premium-plus pricing segment accounts for nearly 40% of FMCG sales and 30% of T&D sales
NielsenIQ (NIQ), the world's leading consumer intelligence company, released the Full View of Modern Trade Retail Trends in India across the FMCG and Tech & Durables market. NIQ Market Intelligence reveals significant trends that highlight India's dominant position in the Asia Pacific region. India emerges as the only market consistently delivering double-digit growth in both the FMCG (Fast-Moving Consumer Goods) and Tech & Durables (T&D) sectors, underscoring the resilience and evolving preferences of Indian consumers.
Modern Trade Remains a Preferred Channel Amid E-Commerce Growth
While online channels continue to grow, modern trade formats remain an important channel among consumers. The latest data from NIQ for the period MAT March 2024 vs 2023 shows a 2% increase in FMCG Modern Trade salience in urban India, along with a 4% rise in T&D Modern Trade, underscoring the importance of Modern Trade as a channel for marketing and sales execution.
Sonika Gupta, Executive Director, Customer Success – India at NIQ, stated, "According to our NIQ Consumer Life Global study, 41% of surveyed urban Indian shoppers see a product online but choose to purchase it in-store, while 43% delay purchases until they find sales or special offers. The Modern Trade channel continues to offer a consistent and convenient shopping environment, which remains attractive to consumers, even during periods of inflation."
Pricing Dynamics: Mass and Premium Segments in Modern Trade
Despite inflationary pressures, Modern Trade has shown resilience, with double-digit volume growth continuing regardless of price fluctuations. Interestingly, there is a growing preference for products in premium-plus pricing, which accounts for approximately 40% of FMCG sales and 30% of T&D sales, both experiencing significant growth.
“Many new product launches in Modern Trade are within the premium-plus space, reflecting a growing consumer willingness to pay up to 2X the average price for superior benefits and features.”, Sonika added.
Brands may consider optimizing their offerings within this segment to maintain competitiveness and meet consumer expectations.
Big Days or Festive Periods Continue to Drive Sales
Festive seasons and peak shopping periods remain key for both the FMCG and T&D sectors. NIQ's data shows that these periods contribute 20% of incremental sales for FMCG and 60% for T&D. Non-Food categories, in particular, grow 1.8 times faster than Food during these periods, driven by deep discounts and consumer preference for non-essentials.
Key categories such as toothpaste, toilet soap, and washing powder lead the charge, benefits with 20-30% incremental sales during big days.
Private Labels and Small Players Disrupt the Market
The report also notes changes in the competitive landscape within Modern Trade, with private labels (PLs) and small manufacturers gaining traction. Private labels are growing at a 1.5 times faster rate than large manufacturers, particularly within the mainstream pricing segment. Small players, on the other hand, are driving 70% of new launches in MT, focusing on natural ingredients and luxury pricing that is more than 200 times of the category average price.
In the T&D sector, emerging brands are also experiencing high double-digit growth, bringing innovative features that appeal to the modern consumer. Marketers should remain vigilant as consumers increasingly explore new brands offering unique benefits and cutting-edge features.
Small Packs on the Rise
While large packs have traditionally dominated Modern Trade, there is a noticeable shift towards smaller pack sizes, which are now growing at double the rate of large sizes.
Sonika Gupta added, "The growing presence of small players, private labels, and the increasing popularity of small packs are contributing to a more competitive Modern Trade environment, placing significant pressure on shelves that now accommodate over 78,000 items. This trend is evident across both Food and Non-Food categories, offering brands the opportunity to optimize their existing assortment for higher ROI while also innovating with smaller packs to encourage consumer trials.”
To stay competitive, businesses must strategically optimize their product assortment, ensuring enhanced visibility and maximizing ROI from the Modern Trade Channel. Brands can effectively leverage the channel's consistent double-digit growth and secure a stronger foothold in this evolving market.
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The company's upcoming expansion will increase its footprint in key locations across 17 States in India. Odysse Scooters will now be available in the states of Haryana, Punjab along with expanding its presence in existing states of Bihar, Maharashtra, Rajasthan, Uttar Pradesh amongst the others. The expansion is part of a larger drive to fulfil rising demand for electric vehicles and make sustainable mobility more affordable. The new operations began on August 15, 2024, marking an important moment in the company's expansion.
As part of this expansion, Odysse Electric has established new dealerships in Odisha (Behlangir), Maharashtra (Virar), Gujarat (Bhuj), Karnataka (Bangalore), and Uttar Pradesh (Kanpur). These dealerships will offer the full range of Odysse Electric’s models, including both low-speed and high-speed variants, catering to the diverse needs of customers in these regions.
Nemin Vora, CEO of Odysse Electric, commented on the expansion, stating, “Our mission has always been to make electric mobility accessible to every corner of the country. By expanding our presence to over 150 cities in this quarter, we are taking a significant step toward realizing this vision. This strategic expansion will allow us to serve a wider audience, meet the growing demand for electric vehicles, and contribute to a sustainable future for India.”
This expansion comes at a crucial time when the demand for electric vehicles in India is rapidly increasing, driven by favourable government policies, growing environmental awareness, and the rising cost of conventional fuel. As the company moves forward with this significant expansion, it remains dedicated to delivering high-quality, reliable, and affordable electric vehicles that meet the needs of Indian consumers.
About Odysse Electric Vehicles Pvt. Ltd:
Mumbai based Electric Vehicle start-up, Odysse, is a part of Vora group of companies. An all-electric mobility platform that collaborates with the world's leading E.V. component manufacturers and mobility technology specialists to usher in a new era of intelligent urban electric mobility for customers. The company’s electric scooters and bikes are available for all riders, from the young to the old, from fashionable buyers and comfort seekers to busy business riders. Every product is subjected to rigorous durability and dependability tests. Odysse provides every customer with a comprehensive package of quality, comfort, and style at an affordable price.
Established in 2020, Odysse Electric is at the forefront of reshaping India's electric vehicle landscape. Odysse Electric offers one of the largest product portfolios, comprising 7 models which includes 2 low-speed scooters, 2 high-speed scooters, a delivery scooter targeted to B2B segment, an EV sport bike, and a commuter bike for daily users. The product range includes: -
Electric motor cycle Vader (with 7” Touchscreen Android Display, AIS-156 approved battery, five drive modes, 18-liters storage space, Robust build)
Electric bike EVOQIS (with four drive modes, keyless entry, anti-theft lock and motor cut-off switch)
Latest addition of High Speed Electric scooter SNAP (AIS 156 approved smart Portable Battery, waterproof motor, Distance to Empty & CAN enabled display)
High Speed Electric scooter HAWK Li (India’s first electric scooter with cruise control & Music system along with portable battery)
Low Speed - E2Go Lite, E2go+ and E2GO Graphene (electric scooter with portable battery, USB charging, digital speedometer and keyless entry)
Low speed electric scooter V2 Lite and V2+ (waterproof motor, huge boot space, dual battery and led lights)
Electric scooter TROT for last-mile delivery (Loading capacity of 250 kgs and IoT).
Each water purification unit boasts a capacity of 1,000 litres per hour and the purification process includes a six-stage filtration system comprising of Activated Carbon Filters, Multimedia Filtration, 5 Microns, 1 Micron, Reverse Osmosis (RO) and UV filtration, ensuring the highest standards of water quality. In addition to the advanced filtration process, the complete unit is operated on renewable energy (solar) for sustainable operations. These water units will be maintained for 15 years through Grama Panchayat and the maintenance agency.
These installations will benefit approximately 21,000 villagers across 15 villages, marking a substantial step forward in TKM’s ongoing commitment to improving the quality of life for the community. Since the inception of this initiative, TKM has constructed a total of 51 water purification units across India, providing over 350000+ beneficiaries in 312 villages with safe and reliable drinking water.
Mr. Sudeep Dalvi - SVP and Chief Communication Officer, Toyota Kirloskar Motor said, “At Toyota Kirloskar Motor, we believe that our commitment to the community extends far beyond just manufacturing vehicles. It encompasses a deep-rooted responsibility to uplift the lives of the people around us. The installation of these water purification units in the Ramanagara District is a testament to our ongoing efforts to create lasting, positive impacts on the health and well-being of local communities. Access to clean drinking water is a fundamental right, and through this initiative, we aim to address a critical need in these areas. Our approach goes beyond providing infrastructure; we are equally focused on ensuring sustainability. We believe that by aligning our efforts with community needs, we can create a brighter and more sustainable future for all.”
Since 2001, CSR has remained an integral part of TKM's philosophy. With a strong emphasis on scalability and sustainability, TKM and its employees voluntarily undertake various initiatives. These activities are centered around five key thematic areas: Education, Environment, Health & Hygiene, Road Safety, and Skill Development. Some of the recent initiatives include in line with its commitment to support the growing healthcare needs of the locals - Primary Health Centre (PHC), Community Health Centre in Bidadi, Karnataka with an exclusive oxygen-generating plant, delivering specialized care.
Additionally, school-based health and hygiene programs like ABCD (A Behavioural Change Demonstration), the installation of water purification units, and the Toyota Shaale Arogya Program, have significantly enhanced the health outcomes within the community. In the fiscal year 2022-23 alone, these initiatives have made a positive impact covering over 64,000 individuals. To date, TKM has positively touched the lives of more than 2.3 million beneficiaries (cumulative) through its various CSR interventions. TKM's CSR initiatives are carefully aligned with the needs of the communities and national priorities, ensuring a meaningful and impactful contribution to society.
The newly adopted schools will benefit from Inventure’s proven model of comprehensive school development. This includes a robust focus on developing a meaningful and relevant vision that the community believes in, faculty recruitment and development, innovative curriculum and pedagogy, and the implementation of Inventure’s signature programs such as Inventuring, Reading & Writing, and Theme-based Learning. To support individualized learning needs, Inventure will provide differentiated learning support through a variety of interventions and stakeholder collaborations.
Since its adoption in 2019, RGHalli has witnessed remarkable progress. Inventure has invested over INR 3 croress in the school, with an additional INR 1.85 crores earmarked for the current academic year (2024-2025). Furthermore, a substantial investment of INR 6.71 crores has been made in physical infrastructure, thanks to the generous support of Rotary ITBT, Prestige Constructions, Whitefield Ready, Whitefield Rising and other NGOs.
The impact on RGHalli students and the community has been profound. The school has grown from 190 students in 2019 (in grades 1 to 7), to over 1050 today, offering classes from LKG to Grade 10. The school boasts a diverse student body representing 8 states, with a significant increase in both Kannada and English medium students. Average student attendance has reached an impressive 88%, compared to the state average of 72%.
Academic achievements have also soared. RGHalli students have significantly outperformed state averages in the ASER assessments, and the first batch of Grade 10 students achieved a 100% pass rate in the recent SSLC exams. The school has fostered a strong sense of community, with 90% parent attendance at Parent-Teacher Meetings and events.
The Inventure-RGHalli partnership has also served to make Inventure students and faculty more socially aware and responsible. For instance, Inventure student Sakshi Srikanth collaborated with the Government Nodal School,Bellandur, to provide daily meals for students. Another example is of Arnav Agarwal, an Inventure Grade 12 student, who founded CareForAll, an NGO dedicated to improving healthcare access for underprivileged communities.
“Education is not merely a concept but a profound desire to reach and ignite every human being,” said Nooraine Fazal, Co-Founder & Managing Trustee, Inventure Academy. “We are passionate about creating personalized learning and success pathways and believe every child deserves an education that will enable them to fulfill their potential and life’s aspirations. . This partnership with Prestige and the Government of Karnataka is a testament to our commitment to creating a brighter future for our children and India.”
Shivani Nath, a student from RGHalli, shared her inspiring journey, highlighting the transformative impact of the school.“I came to this school with fear, but I can't imagine a better place. The ‘student voice’ is valued here, and we have opportunities in academics, sports, arts, and more. We even started a bridge school to bring out-of-school children back to education. Today, there's a long waitlist for admissions, but we believe every government school can be like ours – a happy, safe, nurturing place where every child matters.”
“At Prestige Group, we believe education is the cornerstone of a prosperous society. This initiative aligns with our commitment to giving back to the community and empowering future generations. By improving educational infrastructure, we are investing in the potential of every student and, ultimately, the prosperity of our society,” said Mr. Irfan Razack, Chairman and Managing Director, Prestige Group.
Inventure Academy, established in 2005, is renowned for its commitment to empowering learners. The school has consistently ranked #1 in Karnataka and Bengaluru in the Co-Ed Day schools category of the Education World C-Fore Survey and has been awarded the All India School of the Year 2023-2024.
By expanding this successful model to three more government schools, Inventure Academy and Prestige Estates Projects Ltd aim to create a lasting impact on the lives of thousands of students and contribute to the development of a skilled and empowered workforce in Karnataka.
This partnership aligns with the Karnataka Government’s ‘Samatva’ program, spearheaded by Deputy Chief Minister D K Shivakumar, which aims to transform government schools across the state through public-private partnerships. The government has identified 2,000 schools for CSR interventions to improve learning and student well-being. By partnering in this initiative, Inventure and Prestige are contributing significantly to the state's vision of quality education for all.
About Inventure Academy
Inventure Academy is a leading Pre-K to Grade 12 international school dedicated to empowering students as change-makers. With a strong emphasis on personalized learning and innovation, the school has consistently achieved top rankings in India. Recognized as the #1 school in Karnataka and Bangalore for the past four years and ranked among the top four schools in India in the Education World C-Fore Survey 2023, Inventure's curriculum is designed to foster critical thinking, creativity, and global citizenship, equipping students with the skills and knowledge to succeed in an ever-changing world.
About Prestige Estates Projects Ltd (PEPL)
Prestige Group, one of the leading real estate developers in the country, has a legacy of over three decades in real estate development. It has diversified business model across various segments, viz Residential, Office, Retail, Hospitality, Property Management and Warehouses with operations in more than 13 major locations in India. The Group has completed 300 projects spanning a developable area of 190 mn sft. The company has been graded CRISIL DA1+ by CRISIL and enjoys a credit rating of ICRA A+.
The Times Prime 'Azaadi ka Swaad' campaign gives Zepto Pass customers a chance to receive a complimentary pack of snack, exclusively curated by Times Prime and The Healthy Binge, on orders above Rs. 299.
This year’s campaign aims to evoke the nostalgic joy of Independence Day while embracing contemporary health trends. By distributing these specially curated gifts, Times Prime is celebrating the diversity and unity that make India unique.
Harshita Singh, Business Head and Founder of Times Prime, expressed her excitement for the campaign: "As we celebrate India’s 78th Independence Day, we are thrilled to launch Times Prime 'Azaadi ka Swaad' in Bangalore. This campaign showcases our commitment to delivering exceptional experiences and promoting wellness. Partnering with Zepto’s rapid delivery service and The Healthy Binge’s nutritious snacks, we’re offering a festive yet health-conscious experience."
Karan Korke, Co-founder, The Healthy Binge remarked: "We’re delighted to join Times Prime 'Azaadi ka Swaad'. Our commitment to quality and innovation aligns perfectly with this campaign, which celebrates India’s diverse tastes and the spirit of independence. The Healthy Binge is excited to contribute to the happiness and health of families in Bangalore with a range of baked chips made with millets like ragi and jowar"
Devendra Meel, Chief Business Officer of Zepto, commented: At Zepto, we are essentially delivering happiness in 10 minutes. Collaborating with Times Prime on 'Azaadi ka Swaad' allows us to extend that joy nationwide, delivering not just products, but a piece of India’s rich heritage and celebration to millions of homes - in just 10 minutes!
This Independence Day, experience the perfect mix of health and convenience with The Healthy Binge's millet-based snacks delivered by Zepto, courtesy of Times Prime's 'Azadi ka Swad' campaign.
For more information, visit www.TimesPrime.com
About The Healthy Binge: The Healthy Binge is a Bangalore-based snack company known for its innovative, millet-based baked chips that combine taste with nutrition.
About Zepto: Zepto is a leading quick-commerce platform in India, committed to delivering happiness in minutes through its efficient delivery network.
About Times Prime: Times Prime is India's premier digital membership program, offering a range of benefits across shopping, entertainment, and lifestyle categories.
