Startups and legacy FMCG players are increasingly launching packaged food rich in protein, but rampant misselling is spoiling the party.
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The panacea for the FMCG giant’s tepid growth lies in small-town and rural India. But that’s also shaping up as the new battleground for competitors looking to challenge its dominance.
Hyderabad-based CCL Products has helped most Indian coffee startups find their feet by supplying instant coffee to them. Can it do the same for itself?
It is becoming increasingly clear that the startup ecosystem is stuck with building for the top 3% of Indian society. Now consumption in even this rarefied segment is under pressure.