February 2011 - CII

spotlightFMCG Forum 2010: The Game Changers18 November 2010, New DelhiThe central theme of the seminar, “FMCG Forum 2010: The GameChangers”, was the position of FMCG industry in 2020. The industrystanding at 130 Crore today, is all set to grow in another 10 yearsby 4 to 5 times to a strong INR 6000 billion level.Mr. Anand Kripalu, Managing Director, Cadbury India Ltd said,“While the 1st half of the year stood at 4 to 5%, the 2nd half grew twotimes. Based on current trend and with introduction of time sensitivechanges, 20% is there for the asking.” If today per capita spendingon FMCG is low, the next decade promises to be an explosion. Threeparameters need prime attention - 'Growth, Efficiency and Capability',he informed.Taking a look at the Rural Market for FMCG, Mr Pradeep Kashyap,CEO MART, also known as the father of Rural Marketing, informedthat 90% of the population comprises the rural market with 80% ofthe villages being currently connected. Today, the total sale of FMCGproducts in rural India equals that of urban India. As an example,he stated that Clinic Plus shampoo is highest selling shampoo inrural market. Already, in some areas of rural Haryana big marketchain outlets have come and brands are fighting for shelf space. Ifthe FMCG market has to take the leap forward in 2020 the ruralsegment cannot be ignored.Among the other eminent speakers were Mr Madhukar Sabnavis,Country Head, Planning and Discovery, O& M ; Ambi Parameswaran,ED & CO, Draftfcb Ulka Advertising; Sudhir Sethi, Founder Chairmanand MD, IDG Ventures, India; Naresh Malhotra, Operating Partner,Sequoia Capital; and, Mr Kunal Bahl, CEO, Jasper InnovativeMarketing Solutions and Mr Jai Sinha, MD, Booz and Co.f e b r u a r y 2 0 1 19