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In selling Pureit to A. O. Smith, the FMCG giant has chosen to focus on ‘core categories’—just another way of saying that water purifiers are not a good fit.
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The recent spat between the two brands brings to the fore the stiff competition in the largely unregulated skincare industry.
India’s packaged goods makers must either raise prices or switch to an alternative—both options with their fair share of pitfalls.
Packaged goods companies are working on their strategies and packaging, as well as launching new products, to cater to consumers on apps.