The ferocious shark

IIPM PUBLICATION
The ferocious shark, which strikes terror in the ocean, has always been dependent on smaller fish for survival. This mantra of ecology has relevance even in the dry domains of India Inc. In particular, the FMCG sector is witnessing many large players acquiring smaller brands. Only the motive here, unlike sharks, is not to subjugate, but to recreate and reposition them

The scene is set. The recording has begun. The movie is now rolling. Action! In July 2006, Godrej Consumer Products acquires the South African hair colour business of UK-based Rapidol. Flashback to June 2006, and this time it’s the turn of Godrej Beverages & Foods Ltd., which acquired Nutrine for Rs.2.7 billion. And Godrej is just the latest to join the bandwagon of FMCG Goliaths that are busy gobbling up Davids;
left , right and centre. Wipro acquired the Glucovita brand from HLL in June 2004. Dabur India entered the home care segment by acquiring Odonil, Odomos, Odopic & Sanifresh from Balsara for Rs.1.4 billion in January 2005. Marico debuted in the personal care segment by acquiring the Rs.90 million soap brand, Manjal and HLL’s Nihaar (for Rs.3 billion) in January 2006. The list is endless...

FICCI figures point to an increase in growth of merely 2% for the year 2005-06 in the (so-called) fast moving consumer goods industry. Besides gobbling up Nemos, companies are also on the lookout to explore new avenues. Two sectors that have captured their fancy are healthcare & food, where even non-FMCG majors are willing to bet their bucks.

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Source :- IIPM Editorial, 2006, Editor - Prof. Arindam Chaudhuri

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