but if the consumer finds that it is slightly inferior to lux then reliance will not succeed said singhalhe added that reliance does its homework very well and is quite successful also it has been strongly focused on areas of private consumptiona report from expert market research estimates the indian beauty and personal care industry valued at usd 2165 billion in 2022pallab roy partner kpmg in india said the indian fmcg space has become interesting with many companies announcing their forays and investments in this space it continues to have attractive margins with good scope to grow on account of moving from loose to packaged products as well as consumption per capitahaving said that it also takes a good amount of time as well as investments to create iconic fmcg brands with pull and a formidable distribution network while the jury is out on this one the fmcg industry will surely transform further and this will work out better for the consumer said roydeloitte india consulting partner rajat wahi said with better technology ingredients and other support available including many thirdparty manufacturers who have scaled up in the last 5 years it has become easier for new and existing players to develop and launch brands today and this is reflected by the many new d2cconsumer brands launched every day across packaged food beauty health wellness etcbut the real challenge for most brands is around scaling up and reaching consumers across the physical retail especially the general trade in india as ecommerce today accounts for only 45 per cent of retailmodern trade accounts for another 810 per cent of total retail for fmcg and consumer products and balance 8587 per cent of retail is still represented by general trade local small chains or neighbourhood mom pop stores which represent between 1113 million outletsthese outlets are serviced by thousands of distributors and dealers and such networks have been built by leading fmcg brands over many decades they continue to be finetuned with best practices and technology and where every per cent of margin has been rationalised to make the entire value chain competitivein my view these fortresses or moats are almost unscalable today by the newbies as they look to expand their reach across the country and it will take them years if not decades to replicate this model this may be equally challenging for any retailer wanting to launch their private brands in india as the conundrum of supplying the brands to the existing 1113 million outlets still remains for them said wahiall india consumer products distributors federation aicpdf president dhairyashil patil said rcpl stock is yet to hit the marketin soaps some brands as lux santoor etc are established ones and dominate the market besides there are more than 1000 other brands which are available in the market but unless and until it becomes a brand and starts advertising with a media campaign and make products available in the market it would not be able to be noticed he