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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.

The country’s changing market dynamics are pushing consumer goods giants to acquire young startups. We look at why—and whether—it works for both sides.
The popular appliance maker’s DRHP throws up multiple red flags, including large-scale slippages in business performance, that detract from its appeal. Should it then even go public?
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.