如何在印度消费品市场中获胜（全面实用的行销指南）进军印度快速消费品市场的第一步

报告重点

这本行销指南不仅是资讯的总结，更是一本完整的行销指南，有系统地汇集了直接通往成功的实用知识。透过本书，您可以了解进入印度市场的全局和必要的详细策略，并且它足够实用，无需额外研究即可采取行动。

印度经济崛起及其驱动力：全球领先机构报告揭示的前景

印度的长期经济前景持续受到全球领先机构的强烈关注。高盛、国际货币基金组织 (IMF)、世界银行、普华永道等机构的领先预测一致认为，未来几十年印度仍将是全球成长最快的主要经济体之一。儘管这些预测在时间和重点上有所不同，但它们都强调了印度在本世纪中叶成为世界第二大经济体的潜力，这得益于结构性改革、有利的人口结构和持续的国内需求成长。

印度快速消费品市场：全面洞察快速成长的消费品产业

截至 2023 年，印度快速消费品市场规模估计为 1,218 亿美元，且没有放缓的迹象。预计 2021 年至 2027 年期间，该市场将以惊人的 27.9% 的复合年增长率 (CAGR) 成长，到 2027 年将达到 6,158.7 亿美元（资料来源：IBEF）。这种爆炸性成长凸显了快速消费品产业对印度整体经济的重要性，为全球具有前瞻性思维的公司进入印度市场并抢占市场占有率创造了黄金机会。

本报告的目标受众

• 希望进入印度市场（涵盖食品、个人护理、家居用品、医疗保健和宠物护理等多个类别）的外国快速消费品公司
• 希望透过本地经销商、电商平台、合资企业等方式在印度市场销售的出口商和日本品牌
• 需要深入了解印度快速消费品市场的日本公司策略与业务发展团队
• 支持日本公司进入印度市场的市场进入顾问
• 希望关注印度消费趋势和快速消费品行业的投资者和风险投资家
• 支持日本中小企业进入印度市场的出口促进机构和政府相关组织

印度是亚洲经济强国，正吸引全世界的目光。印度人口超过13亿，中产阶级不断壮大，都市化进程加快，消费能力不断提升──把握这股成长浪潮的绝佳机会就在眼前。然而，对日本企业而言，印度市场既充满吸引力，也充满挑战。

本指南的主要内容和特点

• 亚洲的成长引擎：印度经济的结构与未来
  多角度分析印度经济成长动力，清楚指出潜力领域，尤其是快速消费品。
• 修正误解：印度市场的本质与真实面貌
  消除日本企业容易陷入的认知鸿沟，促进精准的市场理解。
• 基于细分的销售策略
  针对按阶层和地区划分的消费群体，提供最佳策略。
• 涵盖所有行销管道
  全面说明现代贸易、特许经营、库存和分销商等管道的结构、优势和策略。
• 快速消费品市场中日本企业可以蓬勃发展的具体机会
  透过成功案例和进入模式阐明可行的成长策略。
• 外商直接投资规则及进入时的注意事项
  以简单易懂的方式理解零售业外商直接投资的最新法规以及如何运用这些法规。
• MRC 提供的市场研究与行销支援服务
  透过利用指南的具体支援菜单，为贵公司的市场进入提供一站式支援。

为什么这本书就够了？

• 有系统地解说印度市场的整体状况，从细节到细节，逻辑清晰。
• 从从业者到管理阶层，任何人都能理解和使用的结构。
• 将复杂的市场结构视觉化，并清楚地展示下一步。
• 从日本企业的视角出发，提供高度可靠且实用的内容。

如果您打算进入印度市场，这本书是您首先应该阅读的。

目录

执行摘要

1.亚洲经济强国印度：解读其成长与结构

• 印度经济的宏观背景
• 印度经济的宏观背景
• 印度经济崛起：来自主要全球机构报告的展望
• 揭示印度经济显着成长的驱动力和结构
• 印度长期经济展望
• 印度中期经济展望
• 印度短期经济展望及主要成长动力

2. 印度快速消费品市场：快速成长全貌

• 消费品产业的扩张
• 印度消费者支出趋势
• 快速消费品市场概览
• 快速消费品市场成长轨迹
• 印度快速消费品市场特点

3.印度市场的本质及其误解

• 全球品牌常误解印度－无与伦比的多样性
• 文化多样性－和谐共存的象征
• 印度的语言多样性
• 印度的经济多样性
• 印度－传统与现代的交会之地

4. 印度市场消费者区隔

• 印度消费者分类
• 富裕阶层
• 中产阶级
• 底层民众
• Z世代的崛起

5.印度消费者的本质

• 印度消费者註重价值，而非价格
• 印度消费者心理与市场趋势
• 印度消费者精明且消息灵通
• 家庭主妇是家庭的主要决策者
• 消费者行为：文化与数位科技的融合（概述）

6. 行销

• 印度地理概况
• 区域分析：对日本快速消费品公司有吸引力的地区
• 区域分析：最不发达邦
• 印度主要一线、二线和三线城市
• 农村地区

7. 印度市场的消费者产品偏好是什么？

• 舒适便利产品的出现
• 非食品类消费成长
• 印度中产阶级与消费市场的成长

8. 征服印度市场的基本知识

• 在印度市场取得成功的行销策略要点
• 为什么不瞄准富人群体
• 瞄准中产阶级的重要性
• 日本企业在中产阶级市场取得成功的策略
• 在印度市场取得成功的日本企业具体案例

9. 依消费者和地理细分的销售策略

• 富裕阶层
• 富裕阶层购买什么？
• 富裕阶层在哪里购物？
• 如何向富裕阶层销售产品？
• 针对富裕阶层的定价政策
• 中产阶级
• 中产阶级买什么？
• 中产阶级在哪里购物？
• 如何向中产阶级销售产品？
• 针对中产阶级销售产品的定价政策？
• 低收入者
• BOP阶层购买什么？
• BOP阶层在哪里购物？
• 如何向印度的BOP阶级销售产品？
• 针对印度BOP阶层销售产品的定价政策。
• 区域销售策略
• 一线城市 - 针对城市消费者
• 二、三线城市 - 针对新兴消费者
• 农村市场 - 针对根深蒂固的消费者
• 跨细分市场策略建议
• 个案研究

10.日本企业在印度快速消费品市场的商机

• 食品杂货市场的扩张及日本企业的商机
• 个人护理市场的扩张及日本企业的商机
• 医疗保健市场的扩张及日本企业的商机
• 宠物用品市场的扩张及日本企业的商机
• 服装市场的扩张及日本企业的商机
• 耐久财市场的扩张及日本企业的商机

11.在快速成长的快速消费品市场中取得成功的行销策略

• 行销通路（概览）
• 库存和经销商通路
• 现代贸易通路
• 数位行销通路（含D2C通路）
• 特许经营通路
• 直销通路
• 其他行销管道
• 促销策略

12. 零售业外商直接投资规则

13. MRC市场研究与行销服务

Report Focus

Your Key to Success in the Indian Market - All in One Definitive Guide

This is not just another collection of facts.

This is the complete marketing guide - a practical, action-oriented roadmap to help you win in India's FMCG market.

From market overviews to step-by-step strategies, this guide equips you with everything you need to move decisively - no additional research required.

India's Economic Rise and Its Driving Forces: Outlook from Major Global Institutions

India's long-term economic outlook continues to draw significant attention from leading global institutions. Key forecasts from Goldman Sachs, the International Monetary Fund (IMF), the World Bank, PwC, and others consistently project that India will remain one of the world's fastest-growing major economies for decades to come. Collectively, these reports underscore the possibility that India could become the world's second-largest economy by the mid-21st century.

The following section summarizes key insights and underlying assumptions from these reports and offers a strategic perspective on India's growth trajectory through and beyond 2050.

India's FMCG Market: A Rapidly Expanding Consumer Goods Sector

As of 2023, India's FMCG (Fast-Moving Consumer Goods) market is estimated to be worth USD 121.8 billion, and its momentum shows no signs of slowing down. Between 2021 and 2027, the market is projected to grow at a staggering compound annual growth rate (CAGR) of 27.9%, reaching USD 615.87 billion by 2027 (Source: IBEF).

This explosive growth underscores the critical role of the FMCG sector in India's overall economy and presents a golden opportunity for forward-looking companies worldwide to enter the market and capture a share of this dynamic landscape.

Who Should Read This Report:

• Foreign FMCG companies considering entry into the Indian market across a wide range of categories, including food, personal care, household products, healthcare, and pet care
• Exporters and international brands aiming to sell their products in India through local distributors, e-commerce platforms, or joint ventures
• Strategy and business development teams at multinational corporations that require an in-depth understanding of India's FMCG market
• Market entry consultants supporting global companies in entering and navigating the Indian market
• International retail chains and importers evaluating product sourcing or private-label opportunities in India's FMCG sector
• Investors and venture capital firms interested in India's consumer trends and FMCG segments
• Trade promotion agencies and government export organizations supporting SMEs from their own countries in entering the Indian market

What You'll Find Inside - Key Features of This Guide

India - Asia's Economic Powerhouse

With over 1.3 billion people, a rapidly expanding middle class, and accelerating urbanization and consumption, India offers one of the world's most compelling growth opportunities.

Yet, for foreign companies, India can be as complex as it is attractive. Success demands more than ambition - it requires precise knowledge and the right approach.

• India's Economic Engine - Understanding the Structure and Future Outlook
  A multidimensional analysis of growth drivers and identification of promising sectors, with a focus on FMCG.
• Correcting Misconceptions - Grasping the True Nature of the Indian Market
  Clear insights to overcome common pitfalls and misunderstandings that foreign companies often face.
• Consumer and Geographical Segmentation-Based Sales Strategies
  A granular approach to targeting consumers by income strata and region for maximum impact. This guide classifies Indian consumers into three broad segments - the affluent, the middle class, and the poor - and provides detailed insights on:
  • Income levels of each group
  • What they purchase - key product preferences and aspirational drivers
  • Where they shop - from premium retail formats to rural kirana stores
  • How to sell to them - pricing, messaging, and positioning strategies tailored to each segment It also addresses regional differences and urban-rural divides to help you fine-tune your strategy for local relevance.
• A Comprehensive View of Sales Channels
  In-depth guidance on modern trade, franchising, stockists, distributors, and other key routes to market. We describe the structure of each sales channel, identify what types of products are best suited to each, and explain how to leverage them effectively for successful marketing and distribution. This enables you to align your go-to-market strategy with the right partners and platforms for maximum efficiency and reach.
• Concrete Opportunities for Foreign Companies in FMCG
  Real-world case studies and entry patterns illustrating viable pathways to success.
• Foreign Direct Investment (FDI) and Market Entry Essentials
  A clear explanation of the latest retail regulations and how to leverage them effectively.
• Tailored Research and Marketing Support from MRC
  End-to-end assistance to accelerate your market entry and growth using our practical expertise.

Why This Single Guide Is All You Need

• Provides a seamless, logical framework - from big-picture insights to tactical actions
• Accessible and actionable - for executives, strategists, and on-the-ground managers alike
• Makes complex market dynamics simple and clear - so you know exactly what to do next
• Designed from the perspective of foreign companies - reliable, relevant, and immediately usable

Table of Contents

Executive Summary

1. India - Asia's Rising Economic Giant

• Unveiling the Drivers and Structure Behind Its Remarkable Growth
• India's Long-Term Economic Outlook and Key Drivers
• India's Medium-Term Economic Outlook and Key Drivers
• India's Short-term Economic Outlook and Key Drivers

2. India's FMCG Market - Unveiling its Full Potential

• Expanding Consumer Goods Sector
• Spending Patterns of Indian Consumers
• Overview of FMCG Market and Subsectors
• FMCG Market Growth Trajectory

3. Understanding the True Nature of the Indian Market - Breaking Common Misconceptions

• Unparalleled Diversity - Understanding India's Cultural and Linguistic Complexity
• Cultural Diversity - Defining Symbol of Harmony and Coexistence
• India's Linguistic Diversity - A Symbol of Unity in Plurality
• India's Economic Diversity - A Dynamic Blend of Tradition, Innovation, and Scale

4. Navigating India's Consumer Landscape

• Segmentation of Indian Consumers
• Affluent Class
• Middles Class
• Bottom of Pyramid (BOP)
• Generation Z Redefining the Consumer Landscape

5. Understanding the Indian Consumer: Value Over Price

• Indian Consumers Are Value-Oriented, Not Merely Price-Sensitive
• Indian Consumer Psychology and Market Trends
• Informed, Discerning, and Digitally Empowered: The New Indian Consumer
• The Indian Housewife - Key Decision Maker
• Indian Consumer Behavior

6. Marketing

• Geographic Profile of India
• Regional Insights: High-Potential Areas for Foreign FMCG Companies
• Regional Insights - Least Developed States
• Profiles of Major Tier 1, Tier 2, and Tier 3 Cities
• India's Rural Market

7. What are consumer product preferences in the Indian market?

• Rise of Products that Offer Comfort and Convenience
• Growth in Non-Food Consumer Categories
• Surge in Demand for Consumer Durables
• India's Middle Class: Driving Consumption Growth

8. Essential Know-how for Capturing the Indian Market

• Key Strategic Priorities for Succeeding in India's Consumer Market
• The Strategic Advantage of Targeting the Middle Class
• Strategies for Foreign Companies to Succeed in India's Middle-Class Market
• Case Studies

9. Sales Strategies by Consumer & Geographical Segment

• Affluent
• Affluent Consumers: What Are India's Wealthy Buying?
• Where Do Affluent Consumers in India Shop?
• How to Sell to India's Affluent Consumers
• Middle Class
• What are middle-class consumers buying?
• Where Does India's Middle Class Shop?
• How to Sell to India's Middle Class
• Low-Income Segment (Bottom of the Pyramid - BOP)
• What Do BOP Consumers Purchase
• Where Do BOP Consumers Shop?
• How to Sell to India's BOP Segment
• Sales Strategies by Geographical Segment
• Case Studies

10. Business Opportunities for Foreign Companies in India's FMCG Market

• Transformation of the Grocery Market in India
• Expansion of the Personal Care Market
• Expansion of the Health Care Market
• Emerging Pet Care Market
• India's Growing Apparel Market
• India's Expanding Consumer Durables Market

11. Marketing for Success in India's Fast-Growing FMCG Market

• Overview of Marketing Channels
• Stockist and Distributor Channels
• Modern Trade Channel
• Digital Marketing Channel
• Franchise Channel
• Direct Marketing Channel
• Alternative Marketing Channels
• Sales Promotion Strategies- Basics
• Sales Promotion Strategies- Reaching Out to Consumers

12. Foreign Direct Investment (FDI) Regulations for the Retail Sector

13. MRC's Market Research and Marketing Services