G. Yoganandham and P. Jayendira Sankar
Abstract: improve the volume. As the urban market is becoming saturated and FMCG firms see the rural market to be their prospective market for selling commodities. However, to tap the rural market is not that easy toil because of various obstacles and challenges. One of the most crucial challenges for every FMCG company is risks in diversifying implementation. Selling of spurious products negatively impacts the branded FMCGs and lessens the brand's value through diversification. Many studies have been taken in this way, but most of the studies were in the form of a project report to gather the relevant information. This study will focus on the strategies to counter fake products, current trends in the FMCG field to get a better view on customer behaviour, and enhance the ultimate utilisation of diversification benefits in FMCG companies.
Keywords: Fast Moving Consumer Goods, Diversification Strategy, Indian Rural Market.
Volume 3, Issue 1, 2016