2.1 INDUSTRY PROFILE Fast moving consumer goods (FMCG), otherwise called Consumer Packaged Goods (CPG) are items that have a speedy turnover and moderately minimal effort. Buyers by and large put less thought into the buy of FMCG than they accomplish for different items. The Indian FMCG industry saw critical changes through the 1990s. Numerous players had been confronting serious issues by virtue of expanded rivalry from little and provincial players and from moderate development over its different item classifications. Subsequently, the vast majority of the organizations were compelled to redo their item, promoting, dispersion and client administration methodologies to fortify their position in the business sector. By the turn of the twentieth century, the substance of the Indian FMCG industry had changed essentially. With the liberalization and development of the Indian economy, the Indian client saw an expanding presentation to new household and outside items through distinctive media, for example, TV and the Internet. Aside from this, social changes, for example, increment in the quantity of atomic families and the developing number of working couples bringing about expanded spending power likewise added to the increment in the Indian buyers ' close to home utilization. The acknowledgment of the client 's developing mindfulness and the need to meet changing prerequisites and inclinations because of changing ways of life obliged the FMCG Producing, companies to