FMCG companies are redefining their brand and marketing strategies

MUMBAI: To de-tangle production from the grasp of a recession, fast-moving consumer goods (FMCG) companies are redefining their brand and marketing strategies, based on their evolutionary stage.

Hindustan Unilever (HUL), already well-established in urban as well as rural India, has retained its pyramid straddling approach. On the other hand, the urban-centric company L'Oreal is looking for a more premium play and has put the back....