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Big brands tip the scales, grow faster and bigger than regional ones

National consumer brands outpace regional labels three years in a row, reports Kantar. Will the pandemic halt the trend?

The growing power of local brands and their rising influence with consumers rang out as a warning bell, for large national and multinational consumer goods companies
The growing power of local brands and their rising influence with consumers rang out as a warning bell, for large national and multinational consumer goods companies

Big national brands topped the charts in 2019-20, reaching more consumer households and growing faster than their regional counterparts, according to the Brand Footprint Report 2020 (India ranking of the most chosen consumer brands). This is the third year in a row that the national brands have outperformed regional (local and hyperlocal) labels, thereby reversing a trend that had threatened the dominion of big multi-market players over several categories of consumer goods and pushed them to a corner on pricing and discounts.  The growing power of local brands and their rising ...