Rs 10 Packs Emerge as Key Volume Driver for FMCG Brands This Summer
FMCG companies are sharpening their focus on Rs 10 price-point packs as they compete aggressively for consumer wallet share during the summer season. These small packs, long favored across rural and lower-income urban markets, are now seeing accelerated demand across categories, including beverages, biscuits, instant noodles, and snacks.
According to industry executives, the Rs 10 SKU has evolved into a strategic battleground for volume growth. With inflationary pressures easing and commodity prices stabilizing, manufacturers have more room to invest in affordability without sacrificing margins. Major players are leveraging this with attractive promotions, enhanced distribution, and localized products tailored for mass consumption.
This summer, beverage makers are especially ramping up supply of Rs 10 packs to meet rising demand. Categories such as fruit-based drinks and aerated beverages are witnessing higher traction, particularly in North India and rural belts. Companies like Coca-Cola India and PepsiCo are augmenting their last-mile availability, eyeing deeper rural penetration and increased rural footfall due to early school vacations and heat waves.
Food and snack companies are equally bullish. Nestlé India has expanded its distribution network by 25% over the past five years and continues to see robust growth in small packs of instant noodles. Britannia Industries, meanwhile, reports that nearly 65% of its overall volumes come from Rs 5 and Rs 10 packs, confirming the critical role of low-unit packs (LUPs) in its rural strategy.
“LUPs account for almost 60-70% of biscuit category volumes in rural India,” said a company executive. These packs enable frequent, low-investment purchases—a key consideration in price-sensitive demographics. The added utility of these SKUs as trial packs also supports new user acquisition across semi-urban markets.
Traditional trade and kirana outlets remain the primary retail channel for these packs. Companies are investing in expanding outlet coverage, enhanced supply-chain efficiency, and rural-focused merchandising to drive visibility and uptake.
With higher temperatures boosting demand for refreshment products and economic pressures reinforcing the need for affordable indulgence, the Rs 10 pack segment is expected to remain a core FMCG growth lever in the months ahead.