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Indian FMCG sector is fourth largest in the world and valued almost 2-lakh-crore . Apart, demographic and socio-cultural characteristics of India make, FMCG sector more diverse and complex. FMCG sector in India is witnessing proliferation of multinational and domestic brands with surfeit variants. The paper emphasizes FMCG giants in India with their category, brand and SKUs operation with respect to reailers’ perception. The paper also encompasses various issues pertaining the brands of selected Home and Personal care available at retail out-let. The paper also highlights various factors affecting the retailers to keep particular brand in their shop and comparison of various FMCG companies on the basis of category presence with optimum brand and SKUs combination. Store space and demographic profile also divulge important insight so far as the brands in selected categories of FMCG is concerned. The paper elicits the facts about rationalization of brand portfolio with 360 degree scanning of retailers’ perspective on FMCG products.

A study on conceptual framework for managing brand portfolio in FMCG sector with respect to retailers in India