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COMMODITY BRANDING IN INDIA "From commodity trading to commodity branding" Prepared by:- Nilay Mehta Namit Laller 48 Ashutosh Mookehrjee Hall 72 Ashutosh Mookehrjee Hall IIT- Kharagpur, IIT- Kharagpur, Kharagpur - 751320 Kharagpur - 751320 West Bengal West Bengal Mail ID:- forevernilay@yahoo.com Mail ID: -namit@email.com Vinod Gupta School of Management - IIT KHARAGPUR Kharagpur - 751320 West Bengal Executive Summary Commodities are products and services that customers perceive to be homogenous, and a market or industry remains commodity driven if products fail to differentiate themselves in the eyes of the consumer. A recent study by AC Nielsen ORG, places the branded FMCG retail market in India at Rs 44,000 crore and the total FMCG retail market at Rs 1,74,000 crore. Of the total, commodities constitute 83% of total retail sales but 90% of this is yet again unbranded. This poor state of India commodity market may be due to the marketer's myopic orientation of 'Selling' and a perceptive socio-economic situation of...

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