FMCG companies are acquiring mid-market brands for growth

FMCG companies are actively pursuing acquisitions amid a market slowdown. Major players like HUL, ITC, Reliance, and Adani Wilmar have made recent purchases, taking advantage of lower valuations. This trend is driven by a desire for growth in a cautious investment environment. Companies are focusing on mid-market brands with revenues between Rs 100-500 crore, particularly in high-growth areas like convenience food and beauty products. HUL's acquisition of Minimalist and ITC's purchase of Prasuma highlight this shift towards innovative brands. Reliance is expanding its FMCG presence by reviving traditional Indian brands, such as Velvette and Sil. This strategy aims to capture market share in competitive sectors, especially in tier two and three cities, where regional brands are also targeted for consolidation.