A comparison of fmcg industry in India and the usa: The case of laundry detergent market
The Indian fast moving consumer good (FMCG) is projected to grow significantly over the next decade or so. In this paper, a detailed comparison of the detergent category for the Indian and the US markets has been presented. Using brand level sales, price, and promotion data, Logit demand functions has been estimated for both Indian and the US markets. The model provides us estimates of the “equity” enjoyed by various brands as well as measures of price elasticity.