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FMCG
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ContentsAdvantage India
Market overview and trends
Growth drivers
Success stories: Major players
Opportunities
Useful information
For updated information, please visit www.ibef.org
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FMCG
For updated information, please visit www.ibef.org ADVANTAGE INDIA
Advantage India
AdvantageIndia
• Rising incomes and a growing young population have been thekey growth drivers for the sector
• Brand consciousness have alsoaided demand
• Rural demand is set to rise withrising incomes and greaterawareness of brands
• Low penetration levels inrural market offers room forgrowth
• There is a growing marketfor premium products
• Exports is another growthsegment
• Industry witnessed heavy FDI inflowsas the sector accounted for 1.8 percent of the country’s total FDIinflows over April 2000-Feburary2012
• Many players are pursuing inorganicgrowth by acquiring regional players
• Automatic investment approval of upto 100 per cent foreign equity in singlebrand retail is allowed
• Introduction of Goods and Service Tax(GST) as a single unified tax systemfrom August 2012
Market size:USD74billion
2018E
Market size:USD30billion
2011
Notes: Emami, Market size estimates from Technopak2018E– estimated figure for 2018
Growing demand Attractive opportunities
Increasing investments Policy support
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ContentsAdvantage India
Market overview and trends
Growth drivers
Success stories: Major players
Opportunities
Useful information
For updated information, please visit www.ibef.org
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55For updated information, please visit www.ibef.org MARKET OVERVIEW AND TRENDS
The FMCG market has four mainsegment
Source : HULNotes: OTC is over the counter products; ethicals are a range of pharma products
FMCG
Household care Personal care Food & Beverages
Fabric wash, Householdcleaners Oral care, hair care,
skin care,cosmetics/deodorants,
perfumes, feminine hygieneand paper products
Health beverages,staples/cereals, bakery
products, snacks,chocolates, ice cream,tea/coffee/soft drinks,processed fruits and
vegetables, dairy products,and branded flour
Health care
OTC products and ethicals
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66For updated information, please visit www.ibef.org MARKET OVERVIEW AND TRENDS
Source : IDFC, Business Today, Aranca ResearchNotes: Gross block of FMCG is the total value of all the assets in the sector
Evolution of FMCG in India
→ FMCG is the fourth largest sector in the Indian economy
Indian FMCG industry (USDbillion)
Gross block of FMCGindustry (USD billion)
Market size of chocolates(USD million)
Market size of personalcare (USD billion)
HUL’s share in FMCGmarket (%) >50%
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Strong growth in the Indian FMCGsector
→ The FMCG sector in India generated revenues worthUSD34.8 billion in 2011, a 15.2 per cent r ise comparedto the previous year
→ The st rong growth in 2011 should come as no surprise
given the impressive performance of the sector overthe years
→ Over 2006-11, the sector’s revenues posted a CAGR of17.3 per cent
Trends in FMCG revenues over the years (USD billion)
Source : Dabur, AC Nielsen, Aranca Research
MARKET OVERVIEW AND TRENDS
15.7 17.8
21.3
24.2
30.2
34.8
0
5
10
15
20
2530
35
40
2006 2007 2008 2009 2010 2011
CAGR17.3 %
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Food products and personal care togethermake up two- thirds of the sector’s revenues
→ ‘Food products’ is the leading segment, accountingfor 43.0 per cent of the overall market
→ Personal care (22.0 per cent) and fabric care (12.0 percent) are the other leading segments
Market break-up by revenues (2009)
Source : Dabur, Aranca Research
MARKET OVERVIEW AND TRENDS
43%
22%
12%
8%
4%
4% 2%5%
FoodproductsPersonalcareFabric care
Hair care
Households
OTCproducts
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The urban market accounts for a majorchunk of revenues
→ The urban segment is the largest contributor to thesector, accounting for over two-thirds of total revenue
→ Semi-urban and rural segments are growing at arapid pace; they currently account for 33.5 per cent of
revenues
→ FMCG products account for 53.0 per cent of total ruralspending
Urban-rural revenue break-up (2011)
Source: Dabur, AC Nielsen, Aranca Research
MARKET OVERVIEW AND TRENDS
66.5%
33.5%
Urban
Rural
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The rural segment is fast catching up
→ The urban FMCG market in India has been growing ata fairly steady and healthy rate over the years;encouragingly, the growth in rural markets has beenmore fast-paced
→ During FY11, more than 80 per cent of FMCG productsposted faster growth in rural markets as compared tourban ones
→ Notable high growth sectors include salty snacks,refined edible oil, healthcare products, iodised salt,etc
Growth in urban and rural FMCG markets (FY11)
Source: AC Nielson, Aranca ResearchNotes: UR-Urban Rural
MARKET OVERVIEW AND TRENDS
24%
28%
42%
27%
11%11%
14% 16%19% 21%
0%5%10%15%20%25%30%35%40%45%
0%
10%
20%
30%
40%
50%
60%
70%
Urban Rural UR Growth %
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1111For updated information, please visit www.ibef.org
Penetration levels vary; grocers remainthe main sales channel … (1/2)
→ Hair oils, toothpastes and shampoos have significantlyhigh penetration in both urban and rural markets
→ Instant noodles, floor cleaners and hair dyes arepicking up in the rural areas due to increased
awareness
Penetration levels of few top selling FMCG (2010)
Source: Dabur, AC Nielsen, Aranca Research
MARKET OVERVIEW AND TRENDS
42%
37%
67%
18%
18%3%
2%
4%
77%
57%80%
32%
59%
19%
5%
26%
0% 20% 40% 60% 80%
Toothpaste
Shampoo
Hairoil
Skin cream
Mosquito repellent
Instant noodles
Hair dye
Floor cleaner
Urban Rural
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Penetration levels vary; grocers remainthe main sales channel … (2/2)
→ A total of 7.8 million retail outlets sell FMCG in India
→ Grocers are the dominant retail format, accounting for59.0 per cent
Sales channel breakdown (2010)
Source: AC Nielson, Aranca Research
MARKET OVERVIEW AND TRENDS
59%
13%
8%
6%
3% 6%5%
Grocers
General stores
Chemists
Paan plus
Food stores
Modern trade
Others
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Market share of companies in a fewFMCG categories
Market Leader Others
Hair Oil 42% 15% 8% 5%
Shampoo 46% 24% 10% 6%
Oral care 50% 23% 13%
Skin care 59% 7% 7% 6%
Fruit juice 52% 35%
Source : Industry estimates
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Notable trends in FMCG … (1/2)
Consolidation • Indian FMCG companies are consolidating their existing business portfolios
Product innovation• Several companies have started innovating or customising their existing product
portfolios for new consumer segments
Brand consciousness•
Consumers are becoming more brand conscious and prefer lifestyle andpremium range products given their increasing disposable income
Expanding horizons • A number of companies are exploring the business potential of overseasmarkets and several regional markets
Backward integration • Backward integration is becoming the preferred strategy for increasing profitmargins
Focus on rural market• Companies are now focusing on the rural market segment which is growing at
a rapid pace and contributes about 33 per cent to the total FMCG market
Expanding distributionnetworks
• Companies are now focused on improving their distribution networks to expandtheir reach in rural India
Source: Aranca Research
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Notable trends in FMCG … (2/2)
Third-partymanufacturing
• This approach has helped FMCG companies focus on front-end marketing• Reservation of several items for SSI as well as additional tax incentives have
made third party manufacturing a popular route for many big players
Rising importance ofsmaller-sized packs
• Companies are increasingly introducing smaller stock keeping units at reducedprices. This helps them to sustain margins, maintain volumes from price-
conscious customers and expand their consumer base
Increased hiring from tierII/III cities
• Small towns are emerging as significant hiring zones. FMCG companies arehiring field staff from areas such as Kalpa (Himachal Pradesh), Mangaliya(Madhya Pradesh), Kota (Rajasthan), and Shirdi (Maharashtra) to sell diverseproducts
Focus on enhancingpresence in Africa
• FMCG companies entering Africa as it helps to be close to consumption markets within Africa
• Such foreign investments are encouraged by local governments, as they offerincentives to enter the markets
Reducing carbonfootprint and eco-friendly products
• FMCG players in India are increasingly focussing on reducing their carbonfootprint by creating eco-friendly products. They generate the required energyfrom renewable sources and earn CER credits for the same
Source: AC Nielson, Aranca ResearchNotes: CER – Certified Emission Reductions; SSI- Small Scale Industry
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ContentsAdvantage India
Market overview and trends
Growth drivers
Success stories: Major players
Opportunities
Useful information
For updated information, please visit www.ibef.org
FMCG AUGUST2012
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1717For updated information, please visit www.ibef.org GROWTH DRIVERS
Growth drivers of the FMCG sector inIndia
Rise of ruralconsumers
Growingpopularity of
organised retail
FDI support
Increasing percapita income of urban and rural
population
Government’spro-industry
policiesSource : Aranca Research
Notes: FDI-Foreign Direct Investment
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Higher incomes have aided growth inboth urban and rural markets
→ Per-capita income in the country rose at a CAGR of11.5 per cent over 2001 - 11
→ Strong income growth is set to continue in future aswell; IMF forecasts point to a CAGR of 8.2 per cent
over 2011-
17 to USD2,225.9
→ An important consequence of rising incomes isgrowing appetite for premium products, primarily inthe urban segment
India’s per capita income at current prices (USD)
Source : IMF, Aranca ResearchNotes: CAGR-Compound Annual Growth Rate
GROWTH DRIVERS
-5%
0%
5%
10%
15%
20%
25%
30%
0
500
1000
1500
2000
2500
2001 2003 2005 2007 2009 2011E 2013F 2015F 2017F
Per capita income, USD, LHS Annual growth rate, RHS
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→ The Indian government has been supporting the ruralpopulation with higher MSPs, loan waivers, anddisbursements through the NREGA programme
→ These measures have helped in reducing poverty inrural India and have thus propped up ruralpurchasing power
Total funds released by government for NREGA (USD billion)
Source : NREGA, Aranca Research
GROWTH DRIVERS
Notes: MSP is Minimum support price, NREGA is NationalRural Employment Guarantee Act
6.2
7.0 7.3
6.1
0.0
2.0
4.0
6.0
8.0
FY09 FY10 FY11 FY12
Government initiatives for ruraldevelopment
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→ Growing awareness, easier access, and changinglifestyles has meant growing consumer spending inmodern retail stores
→ Spending at modern retail stores in India shot up by 31
per cent in 2011 compared to the previous year
→ Modern retail spending is expected to shoot up toUSD5 billion in 2015 from USD1.8 billion in 2011
Contribution of private label in modern trade (2011)
Source : AC Nielson, Aranca Research
Increasing awareness and easier accessis driving growth of modern retail
GROWTH DRIVERS
37%
27%
23%
23%
22%
17%
17%
15%
13%
13%
0% 10% 20% 30% 40%
Packaged rice
Floor cleanser
Tissue paper
Glass cleansers
Packaged atta
Phenyls
Bread
Toilet cleansers
Packaged ghee
Jams and jelly
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→ The sector has been witnessing strong FDI inflowsover the years; in fact, during FY01-12*, FMCGaccounted for 1.8 per cent of total inflows
→ Within FMCG, food processing was the largest
recipient; it’s share was 44.9 per cent
Cumulative FDI inflows * (USD million)
Source : DIPP, Aranca Research
FDI inflows have also gone up over the years
GROWTH DRIVERS
* April 2000 – Feb 2012
1381.0
860.4
414.7
276.6
100.3
44.5
0 500 1000 1500
Food processing
Paper, pulp
Soap, cosmetics
Vegetable oil
Tea,Coffee
Retail trading
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Policy and regulatory framework
GROWTH DRIVERS
Goods and service tax(GST)
• Introduction of GST for the purpose of integrating multiple indirect taxes undera unified tax system from August 2012
• The rate of GST on services is likely to be 16 per cent and on goods is proposedto be 20 per cent
Excise duty
• The current excise duty is 12 per cent• However, for consumers, it is expected that there will be more money to spend
on FMCG products as income tax exemptions limits have been hiked to
INR200,000
Relaxation of licenserules
• Industrial license is not required for almost all food and agro-processingindustries, barring certain items such as beer, potable alcohol and wines, canesugar, and hydrogenated animal fats and oils as well as items reserved forexclusive manufacture in the small-scale sector
Statutory Minimum Price
• In October 2009, the government amended the Sugarcane Control Order, 1966,and replaced the Statutory Minimum Price (SMP) of sugarcane with Fair andRemunerative Price (FRP) and the State-Advised Price (SAP)
FDI in organised retail
• India currently allows 100 per cent FDI in cash & carry segment as well as single-brand retail
• India is also expected to allow 51 per cent FDI in multi-brand retail, which willboost the nascent organised retail market in the country
Source : Aranca Research
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2323For updated information, please visit www.ibef.org GROWTH DRIVERS
New Goods and Service Tax (GST) wouldsimplify tax structure
Source : Aranca Research
Goods and Service Tax(GST)
System changes and transition management• Changes need to be made to accounting and IT
systems in order to record transactions in line
with GST requirements• Appropriate measures need to be taken to
ensure smooth t ransition to the GST regime – through employee training, compliance underGST, customer education and inventory credittracking
Supply chain structure• Introduction of GST as a unified tax regime will
lead to a re-evaluation of procurement anddistribution arrangements
• Removal of excise duty on products would resultin cash flow improvements
Cash flow• Tax refunds on goods purchased for resale
implies a significant reduction in the inventory
cost of distribution• Distributors are also expected to experience
cash flow from collection of GST in their sales,before remitting it to the government at the endof the tax-filing period
Pricing and profitability• Elimination of tax cascading is expected to lower
input costs and improve profitability• Application of tax at all points of supply chain is
likely to require adjustments to profit margins,especially for distributors and retailers
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Key M&A deals in the industry … (1/2)
GROWTH DRIVERS
Source: Bloomberg, Aranca ResearchSource : Company websites, Bloomberg, Aranca Research
Target name (segment) Acquirer name (segment) Merger/Acquisition
Halite Personal Care India Private Limited (Personal Care ) Marico Ltd (Food and Personal Care) Acquisition
Paras Pharma (Personal Care) Marico Ltd (Food and Personal Care) Acquisition
Namaste group (Personal Care) Dabur (Food) Acquisition
Cosmetica Nacional (Cosmetics) Godrej Consumer Products Ltd Acquisition
CC Health Care Products Pvt Ltd (Cosmetics)Colgate-Palmolive India Ltd ( Cosmetics and
Toiletries)Acquisition
Eastern Condiments Pvt Ltd (Food-Misc/Diversified) McCormick & Co Inc (Food-Misc/Diversified) Acquisition
Vietnam Spice Unit (Food and beverages) Bafna Enterprises (Food and Beverages) Acquisition
Noble Hygiene Pvt Ltd (Household and Personal Products) Bennett Coleman & Co Ltd (Publishing) AcquisitionHobi Kozmetik, Turkey (Personal Care Products) Dabur India (Personal Care) Acquisition
Argencos, Argentina (Hair Care Products)Godrej Consumer Products Ltd (Home and Personal
Care) Acquisition
Lotte India Corp Ltd (Food) Lotte Confectionery Co Ltd, South Korea (Food) Acquisition
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Key M&A deals in the industry … (2/2)
GROWTH DRIVERS
Target name (segment) Acquirer name (segment) Merger/Acquisition
Megasari, Indonesia (Soap and cleaning products ) GCPL (Home and personal care) Acquisition
Issue Group, Argentina (Hair products) GCPL (Home and personal care) Acquisition
Tura, Nigeria (Soap and cleaning products ) GCPL (Home and personal care) Acquisition
Tern Distilleries Pvt Ltd (beverages ― wine/spirits) United Spirits Ltd (beverages) Acquisition
Vale Do Ivai SA Acucar E Alcool (sugar and ethanol) Shree Renuka Sugars Ltd (food) AcquisitionGreenol Laboratories Pvt Ltd (tea) Asian Tea & Exports Ltd (food — tea) Acquisition
Olyana Holding LLC (tea) UK-based Borelli Tea Holdings Ltd, a wholly-owned unit of Mcleod Russel India Ltd Acquisition
Garden Namkeens Pvt Ltd (food ― misc.) Cavinkare Pvt Ltd (food) Acquisition
Bacardi Martini India Ltd’s 26 per cent shares from
Gemini Distillery Private Ltd (beverages)
Bacardi Martini BV, Netherlands (beverages) Acquisition
Godrej Hygiene Care Pvt Ltd (home care) Godrej Consumer Products Ltd(home care) Merger
Britannia New Zealand Foods Pvt Ltd (joint venturepartner Fonterra Cooperative Group Ltd) (food) Britannia Industries Ltd (food) Acquisition
Source: Bloomberg, Aranca Research
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ContentsAdvantage India
Market overview and trends
Growth drivers
Success stories: Major players
Opportunities
Useful information
For updated information, please visit www.ibef.org
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Emami – one of the fastest growingFMCG companies … (1/2)
SUCCESS STORIES: MAJOR PLAYERS
Salient features
• Niche category player and innovator
• Key brands are strong market leaders in theirrespective categories
• Portfolio includes Zandu, one of the strongestAyurvedic brands
• Over 80 per cent of business comes from wellnesscategories
• The company's revenues has grown at a CAGR of21.2 per cent over the last five years
Net sales (USD million)
Source : Company reports, Aranca Research
115.9130.7
170.3
230.7
284.0302.8
0.0
50.0
100.0
150.0
200.0
250.0
300.0
350.0
FY07 FY08 FY09 FY10 FY11 FY12
CAGR 21.2 %
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Emami – one of the fastest growingFMCG companies … (2/2)
SUCCESS STORIES: MAJOR PLAYERS
Awards and recognitions• Among Asia's 'Best Under A Billion' 2010 list of
companies compiled by Forbes magazine
• Ranked 125th among BT (Business Today) MostValuable Companies of India in private Sector
• Ranked 272nd among Fortune 500 India’s largestcorporations on profitability
Strategy todrive revenue
Celebritypromotion
Newgeographies
Brandextension
Rural reach
Productinnovation
Leveragingexisting
distributionnetwork
Differentiated‘value formoney’products
Source : Company reports, Aranca Research
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Dabur – riding on strong brand equity inIndia … (1/2)
SUCCESS STORIES: MAJOR PLAYERS
Sales (USD million)Salient features
• Among top four FMCG companies in India
• 10 brands with sales worth over USD20 million each
• Wide distribution network covering 2.8 million retailersacross the country
• 17 world-class manufacturing plants catering to needsof diverse markets
• Over 30 per cent of revenues generated frominternational markets
Source : Company reports, Aranca Research
433.4499.2
596.7711.8
856.2
1,100.6
0.0
200.0
400.0
600.0
800.0
1,000.0
1,200.0
FY07 FY08 FY09 FY10 FY11 FY12
CAGR20.4 %
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3030For updated information, please visit www.ibef.org SUCCESS STORIES: MAJOR PLAYERS
Awards and recognitions in 2011-12
• Ranked 184 in Fortune India 500 list
•
Ranked 78 in Super-100 (Business India)• Ranked 45 among Most Trusted Brands in India (Brand Trust
Report, India Study, 2011)
• Dabur Uveda range of Ayurvedic skin care products listedamongst the '30 New Beauty Finds' by India Today Woman
• During FY12, Dabur ranked as the second- most ‘Social Brandof India’
Strategy
Expand
AcquireInnovate
Dabur – riding on strong brand equity inIndia … (2/2)
Source : Company reports, Aranca Research
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ContentsAdvantage India
Market overview and trends
Growth drivers
Success stories: Major players
Opportunities
Useful information
For updated information, please visit www.ibef.org
FMCG AUGUST2012
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3232For updated information, please visit www.ibef.org OPPORTUNITIES
Growth opportunities in the IndianFMCG industry
Source: Assorted articles and reports; AC Nielson ,Aranca Research
Rural market
• Leading players of consumer products have a strong distribution network in ruralIndia; they also stand to gain from the contribution of technological advances suchas internet and e-commerce to better logistics
• Rural FMCG market size is expected to touch USD100 billion by 2025
Innovative products• Indian consumers are highly adaptable to new and innovative products. For
instance there has been an easy acceptance of men’s fairness creams, flavoured yoghurt, and cuppa mania noodles
Premium products• With rise disposable incomes mid- and high-income consumers in urban areas have
shifted their purchase trend from essential to premium products• In response, firms have started enhancing their premium products portfolio
Sourcing base
• Indian and multinational FMCG players can leverage India as a strategic sourcinghub for cost-competitive product development and manufacturing to cater tointernational markets
Penetration• Low penetration levels offer room for growth across consumption categories• Majors players are focusing on rural markets to increase their penetration in those
areas
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ContentsAdvantage India
Market overview and trends
Growth drivers
Success stories: Major players
Opportunities
Useful information
For updated information, please visit www.ibef.org
FMCG AUGUST2012
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3434For updated information, please visit www.ibef.org USEFUL INFORMATION
Industry Associations … (1/3)
Indian Dairy AssociationSecretary (Establishment)Indian Dairy Association, Sector-IV, New Delhi –110022Phone: 91 - 11 - 26170781, 26165355, 26179780; Fax: 91 - 11 - 26174719E-mail: [email protected]: www.indairyasso.org
All India Bread Manufacturers’ Association PHD House, 4/2, Siri Institutional Area, August K ranti Marg, NewDelhi –110016Phone: 91 - 11 - 26515137; Fax: 91 - 11 - 26855450E-mail: [email protected]; [email protected]: www.aibma.com
All India Food Preservers’ Association 206, Aurobindo Place Market ComplexHauz Khas, New Delhi –110016Phone: 91 - 11 - 26510860, 26518848; Fax: 91 - 11 - 26510860Website: www.aifpa.net
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3535For updated information, please visit www.ibef.org USEFUL INFORMATION
Industry Associations … (2/3)
Federation of Biscuit Manufacturers of IndiaPHD House, 4/2, Siri Institutional Area, August K ranti Marg, NewDelhi –110016Phone: 91 - 11 - 26515137; Fax: 91 - 11 - 26855450E-mail: [email protected]; [email protected]: www.biscuitfederation.com
Indian Soap Toiletries Manufacturers’ Association Raheja Centre, 6th Floor, Room No 614, Backbay Reclamation,Mumbai – 400021Phone: 91 - 22 - 2824115; Fax: 91 - 22 - 22853649E-mail: [email protected]
Indian Soft Drinks Manufacturers Association
702, Ansal Bhawan, 16 KG Marg, New Delhi – 110001Phone: 91 - 11 - 46470200; Fax: 91 - 11 - 23327747
FMCG 2012
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3636For updated information, please visit www.ibef.org USEFUL INFORMATION
Industry Associations … (3/3)
The Solvent Extractors Association of India142, Jolly Maker Chambers, No 2, 14th Floor, 225, Nar iman Point,Mumbai – 400021Tel : 91 - 22 - 22021475, 22822979; Fax: 91 - 22 - 22021692E-mail: [email protected]: www.seaofindia.com
Vanaspati Manufacturers’ Association of India 903, Akashdeep Building, 26-A, Barakhamba Road,New Delhi –110001Phone: 91 - 11 - 23312640; Fax: 91 - 11 - 23315698
FMCG 2012
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3737For updated information, please visit www.ibef.org
Glossary
→ FDI: Foreign Direct Investment
→ MSP: Minimum Selling Price
→ NREGA: National Rural Employment Guarantee Act
→ FY: Indian financial year (April to March)
→ So FY09 implies April 2008 to March 2009
→ SEZ: Special Economic Zone
→ MoU: Memorandum of Understanding
→ USD: US Dollar
→ Conversion rate used: USD 1 = INR 48
→ Wherever applicable, numbers have been rounded off to the nearest whole number
USEFUL INFORMATION
FMCG 2012
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FMCG 2012