如何在印度消費品市場中獲勝（全面實用的行銷指南）進軍印度快速消費品市場的第一步

報告重點

這本行銷指南不僅是資訊的總結，更是一本完整的行銷指南，有系統地匯集了直接通往成功的實用知識。透過本書，您可以了解進入印度市場的全局和必要的詳細策略，並且它足夠實用，無需額外研究即可採取行動。

印度經濟崛起及其驅動力：全球領先機構報告揭示的前景

印度的長期經濟前景持續受到全球領先機構的強烈關注。高盛、國際貨幣基金組織 (IMF)、世界銀行、普華永道等機構的領先預測一致認為，未來幾十年印度仍將是全球成長最快的主要經濟體之一。儘管這些預測在時間和重點上有所不同，但它們都強調了印度在本世紀中葉成為世界第二大經濟體的潛力，這得益於結構性改革、有利的人口結構和持續的國內需求成長。

印度快速消費品市場：全面洞察快速成長的消費品產業

截至 2023 年，印度快速消費品市場規模估計為 1,218 億美元，且沒有放緩的跡象。預計 2021 年至 2027 年期間，該市場將以驚人的 27.9% 的複合年增長率 (CAGR) 成長，到 2027 年將達到 6,158.7 億美元（資料來源：IBEF）。這種爆炸性成長凸顯了快速消費品產業對印度整體經濟的重要性，為全球具有前瞻性思維的公司進入印度市場並搶佔市場佔有率創造了黃金機會。

本報告的目標受眾

• 希望進入印度市場（涵蓋食品、個人護理、家居用品、醫療保健和寵物護理等多個類別）的外國快速消費品公司
• 希望透過本地經銷商、電商平台、合資企業等方式在印度市場銷售的出口商和日本品牌
• 需要深入了解印度快速消費品市場的日本公司策略與業務發展團隊
• 支持日本公司進入印度市場的市場進入顧問
• 希望關注印度消費趨勢和快速消費品行業的投資者和風險投資家
• 支持日本中小企業進入印度市場的出口促進機構和政府相關組織

印度是亞洲經濟強國，正吸引全世界的目光。印度人口超過13億，中產階級不斷壯大，都市化進程加快，消費能力不斷提升──把握這股成長浪潮的絕佳機會就在眼前。然而，對日本企業而言，印度市場既充滿吸引力，也充滿挑戰。

本指南的主要內容和特點

• 亞洲的成長引擎：印度經濟的結構與未來
  多角度分析印度經濟成長動力，清楚指出潛力領域，尤其是快速消費品。
• 修正誤解：印度市場的本質與真實面貌
  消除日本企業容易陷入的認知鴻溝，促進精準的市場理解。
• 基於細分的銷售策略
  針對按階層和地區劃分的消費群體，提供最佳策略。
• 涵蓋所有行銷管道
  全面說明現代貿易、特許經營、庫存和分銷商等管道的結構、優勢和策略。
• 快速消費品市場中日本企業可以蓬勃發展的具體機會
  透過成功案例和進入模式闡明可行的成長策略。
• 外商直接投資規則及進入時的注意事項
  以簡單易懂的方式理解零售業外商直接投資的最新法規以及如何運用這些法規。
• MRC 提供的市場研究與行銷支援服務
  透過利用指南的具體支援菜單，為貴公司的市場進入提供一站式支援。

為什麼這本書就夠了？

• 有系統地解說印度市場的整體狀況，從細節到細節，邏輯清晰。
• 從從業者到管理階層，任何人都能理解和使用的結構。
• 將複雜的市場結構視覺化，並清楚地展示下一步。
• 從日本企業的視角出發，提供高度可靠且實用的內容。

如果您打算進入印度市場，這本書是您首先應該閱讀的。

目錄

執行摘要

1.亞洲經濟強國印度：解讀其成長與結構

• 印度經濟的宏觀背景
• 印度經濟的宏觀背景
• 印度經濟崛起：來自主要全球機構報告的展望
• 揭示印度經濟顯著成長的驅動力和結構
• 印度長期經濟展望
• 印度中期經濟展望
• 印度短期經濟展望及主要成長動力

2. 印度快速消費品市場：快速成長全貌

• 消費品產業的擴張
• 印度消費者支出趨勢
• 快速消費品市場概覽
• 快速消費品市場成長軌跡
• 印度快速消費品市場特點

3.印度市場的本質及其誤解

• 全球品牌常誤解印度－無與倫比的多樣性
• 文化多樣性－和諧共存的象徵
• 印度的語言多樣性
• 印度的經濟多樣性
• 印度－傳統與現代的交會之地

4. 印度市場消費者區隔

• 印度消費者分類
• 富裕階層
• 中產階級
• 底層民眾
• Z世代的崛起

5.印度消費者的本質

• 印度消費者註重價值，而非價格
• 印度消費者心理與市場趨勢
• 印度消費者精明且消息靈通
• 家庭主婦是家庭的主要決策者
• 消費者行為：文化與數位科技的融合（概述）

6. 行銷

• 印度地理概況
• 區域分析：對日本快速消費品公司有吸引力的地區
• 區域分析：最不發達邦
• 印度主要一線、二線和三線城市
• 農村地區

7. 印度市場的消費者產品偏好是什麼？

• 舒適便利產品的出現
• 非食品類消費成長
• 印度中產階級與消費市場的成長

8. 征服印度市場的基本知識

• 在印度市場取得成功的行銷策略要點
• 為什麼不瞄準富人群體
• 瞄準中產階級的重要性
• 日本企業在中產階級市場取得成功的策略
• 在印度市場取得成功的日本企業具體案例

9. 依消費者和地理細分的銷售策略

• 富裕階層
• 富裕階層購買什麼？
• 富裕階層在哪裡購物？
• 如何向富裕階層銷售產品？
• 針對富裕階層的定價政策
• 中產階級
• 中產階級買什麼？
• 中產階級在哪裡購物？
• 如何向中產階級銷售產品？
• 針對中產階級銷售產品的定價政策？
• 低收入者
• BOP階層購買什麼？
• BOP階層在哪裡購物？
• 如何向印度的BOP階級銷售產品？
• 針對印度BOP階層銷售產品的定價政策。
• 區域銷售策略
• 一線城市 - 針對城市消費者
• 二、三線城市 - 針對新興消費者
• 農村市場 - 針對根深蒂固的消費者
• 跨細分市場策略建議
• 個案研究

10.日本企業在印度快速消費品市場的商機

• 食品雜貨市場的擴張及日本企業的商機
• 個人護理市場的擴張及日本企業的商機
• 醫療保健市場的擴張及日本企業的商機
• 寵物用品市場的擴張及日本企業的商機
• 服裝市場的擴張及日本企業的商機
• 耐久財市場的擴張及日本企業的商機

11.在快速成長的快速消費品市場中取得成功的行銷策略

• 行銷通路（概覽）
• 庫存和經銷商通路
• 現代貿易通路
• 數位行銷通路（含D2C通路）
• 特許經營通路
• 直銷通路
• 其他行銷管道
• 促銷策略

12. 零售業外商直接投資規則

13. MRC市場研究與行銷服務

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