Trusted names, new game: India's FMCG giants reload old guns for changing tastes

India’s fast-moving consumer goods (FMCG) companies are finding new uses for something they have spent decades building: consumer trust. Instead of starting from scratch with entirely new brands, companies are taking familiar names into newer product categories, hoping that the recognition they already enjoy will help them win over customers in segments such as protein nutrition, baby care, specialised hair care and health-focused snacking.

The trend is visible across major FMCG players, including Hindustan Unilever (HUL), Emami, Marico and ITC. Whether it is Horlicks moving into protein powder, BoroPlus entering baby care or Sunfeast offering protein cookies, companies are looking to give established brands a fresh role as consumer preferences shift and new growth opportunities emerge.

HUL, for instance, has entered the protein segment with Horlicks Protein Powder, launched during the September quarter. The company is banking on Horlicks’ long-standing association with nutrition to reach consumers looking to meet their daily protein needs. HUL said the product had seen encouraging early traction and that it saw considerable room to expand in the category.


The launch came during a strong September quarter for HUL. Underlying sales grew 15%, while underlying volume growth stood at 7%. Turnover increased 15% to Rs 18,071 crore. EBITDA rose 8% to Rs 4,089 crore, and profit after tax before exceptional items climbed 9% to Rs 2,795 crore. Reported profit after tax, however, remained flat year-on-year, partly because the corresponding quarter last year had benefited from one-off tax-related gains.

Emami is following a similar approach, taking two of its established brands into categories that go beyond their traditional offerings. The company has entered baby care with its FromMaa range under BoroPlus, extending a brand largely associated with skincare into products for babies.

It has also introduced Kesh King Scalp First through modern trade and e-commerce channels, giving its hair-care brand a foothold in the more specialised scalp-care segment.

The launches come at a time when Emami is reporting strong growth in its business. Revenue rose 36% in the second quarter of FY27, while domestic business grew 49%, supported by volume growth of 43%. On a like-to-like basis, after adjusting for the previous period’s numbers of Axiom Ayurveda and IncNut Digital, consolidated revenue increased 24% and domestic business grew 32%.

The company is also expanding through investments in newer consumer businesses. Its strategic investments portfolio grew 73% on a like-to-like basis and now contributes 26% of domestic business.

On the earnings front, EBITDA increased 25% to Rs 222 crore and profit before tax rose 29% to Rs 194 crore. Profit after tax, however, slipped 3% to Rs 144 crore, largely due to the normalisation of the effective tax rate following the phase-out of fiscal benefits.

For Marico, the expansion is taking shape through Parachute Advansed Protein Shampoo. The company is using the familiarity of its established hair-care brand to move beyond hair oils and into shampoos, bringing coconut milk and natural ingredients into a hair-cleansing product.

Marico has described the launch as its entry into India’s large and fast-growing shampoo market.

The move fits into the company's broader push to reduce its reliance on traditional hair-oil and edible-oil businesses. Premium personal care, foods and digital-first brands are becoming a bigger part of its portfolio.

According to Marico’s FY26 annual report, these businesses together accounted for around 23% of India revenue. Its digital-first portfolio crossed an annualised revenue run rate of ₹1,100 crore, while the foods business surpassed Rs 1,000 crore in revenue.

Marico reported a 13% rise in revenue to Rs 3,897 crore in the September quarter. EBITDA increased 25% and net profit grew around 31%, while India volume growth stood at 10%.

ITC, meanwhile, is looking to tap the demand for protein-rich snacks through its Sunfeast Farmlite brand.

The company has introduced Sunfeast Farmlite Protein Oats and Almonds cookies, adding a protein-focused product to its existing biscuit range. ITC said the new offering had received an encouraging response from consumers.

The launch is one of several additions to ITC’s foods portfolio. The company has also introduced Sunfeast Baked Creations Dark Fantasy Lava Cake and expanded its Bingo! range with products such as Onion Rings, XXX and Churros. Its frozen-snacks business under ITC Master Chef is also seeing further expansion.

ITC’s FMCG business recorded 19% revenue growth during the September quarter. Like-to-like growth stood at 17.3%, while growth excluding atta was 23%. FMCG EBITDA margin improved by 50 basis points. Consolidated net profit, however, declined year-on-year amid pressures in other parts of the business.

What ties these launches together is the decision to put established brands to work in newer categories. For companies, the advantage is clear: a name that consumers already recognise may find it easier to attract attention than an unfamiliar product entering a crowded market.

Existing distribution networks and marketing capabilities can also make the expansion easier.