Future Consumer is focusing more on home, personal care with 'smart' brands

Home and personal care makes up about 15% of FCL's portfolio, with staples being the biggest contributor to its business

As Future Group evolved over the years beyond mass appeal to cater to niche segments thus helping the prominent player to engage with young customers in newer retail format stores, colour bleeding stains emerged as a major concern within home care. Future Consumer Limited (FCL), the FMCG arm of the conglomerate, has now launched a brand called Prim that aims to introduce smart products to take care of such concerns and make life convenient for a millennial audience.

FCL, which has been in existence for two years, is focused more on home and personal care this year. Its nine brands in