Brands go local with regional variants
A shampoo brand turns more organic while catering to the south Indian markets and a healthcare major launches a product for specific to select markets.
AHMEDABAD: A tea company tweaks its contents for different states. A shampoo brand turns more organic while catering to the south Indian markets and a healthcare major launches a product for specific to select markets.
National brands are going local with product variants for different regions. Regionalisation is not limited to brand communication, a practice followed by telecom brands like Airtel and Reliance, it extends to product packaging and, essentially, the formulation.
While MNCs are still struggling with localisation of their products to cater to one Indian taste, Indian FMCG companies have gone a step further by going regional with their brands. Companies with pan-India presence like Dabur India and CavinKare have already launched or are planning to launch products across categories (hair care, surface cleaners, personal hygiene and food) that cater to regional tastes.
Surprisingly, most of the regional brand variants are limited to western and southern India. ���This is because, there is strong belief in natural products, the market for which already exists in these states,��� says CavinKare V-P (marketing) Vineet Trakroo.
While CavinKare says that its shampoo brand Meera will help it become a category leader nationally, Dabur is looking at increased revenue shares from the regions where it has launched personal care and hygiene products.
National brands are going local with product variants for different regions. Regionalisation is not limited to brand communication, a practice followed by telecom brands like Airtel and Reliance, it extends to product packaging and, essentially, the formulation.
While MNCs are still struggling with localisation of their products to cater to one Indian taste, Indian FMCG companies have gone a step further by going regional with their brands. Companies with pan-India presence like Dabur India and CavinKare have already launched or are planning to launch products across categories (hair care, surface cleaners, personal hygiene and food) that cater to regional tastes.
Surprisingly, most of the regional brand variants are limited to western and southern India. ���This is because, there is strong belief in natural products, the market for which already exists in these states,��� says CavinKare V-P (marketing) Vineet Trakroo.
While CavinKare says that its shampoo brand Meera will help it become a category leader nationally, Dabur is looking at increased revenue shares from the regions where it has launched personal care and hygiene products.
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