In the consumer goods sector, only one out of five brands wins

Of the top 412 brands across 37 categories in India, only 82 have gained share or won during 2012- 2015, shows Bain and Co. study

In an increasingly competitive consumer packaged goods market, where consumers experiment with several brands in any given category, the failure rate for brands is high, with only one in five brands winning.

In India, of the top 412 brands across 37 categories like soap, shampoo, detergents, oral care, hair oil, beverages, biscuits and deodorants, 330 brands have lost share and only 82 have gained share or won in the three years between 2012 and 2015, said a new study by consulting firm Bain and Co.

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