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Fast-moving consumer goods (FMCG) companies are experiencing a substantial uplift in growth driven by their strategic acquisitions of digital-first brands. These online-focused entities have rapidly ascended to become the fastest-expanding segments within major consumer corporations.
For the fiscal year 2026, these acquired digital brands collectively generated revenues exceeding ₹2,000 crore. A standout performer in this trend is Marico, whose digital division has achieved an impressive annual revenue run rate surpassing ₹1,500 crore, underscoring the efficacy of digital acquisition strategies in the current market landscape.
This trend highlights a broader shift in the FMCG sector, where traditional players are increasingly integrating digitally native businesses to tap into new consumer demographics and leverage online sales channels for accelerated growth. The success of these acquisitions suggests a maturing market for digital brands and a strategic pivot by established companies to capture value in the evolving consumer goods market.
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