After emerging from a severe lockdown in 2020 and one lethal wave of the pandemic in 2021, India had to confront a growing global inflation in 2022. India has historically been a moderate inflation economy and hence was able to bring its inflation under control quickly, and the impact on and in India was minimal.
Shoppers had nevertheless, moved to smaller packs to limit their trip expense, and as a result the number of occasions, a key parameter that influences consumer choice, as measured by Brand Footprint, shot up significantly. Even in this situation, the biggest rank jumpers had even more growth coming from penetration growth compared to frequency growth, once again driving home the point that it is penetration that better drives brand growth.
Some of the key stories of this year's ranking are the entry of two new brands into the top ten - Surf Excel and Sunfeast; the continued growth of snacking; and Britannia hot on the heels of Parle for the top spot. We have more stories and talking points in the report, and I do hope you will have as much fun reading it as we had putting it all together.
