Social media reshapes world’s fastest-growing consumer market
Hello, this is Priyanka Salve, writing to you from Singapore.
Welcome to the latest edition of “Inside India“ — your one-stop destination for stories and developments from the world’s fastest-growing large economy.
Rising incomes and a large population base make India a key market for global consumer-focused companies. But now, celebrity endorsements and wide distribution are not enough to reel in customers. Viral social media videos are influencing consumer choices — and brands are responding.
Read on!
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The big story
Social media influencers are ushering in a massive change in India’s packaged food and beverages space, as they urge consumers to read labels, pushing big brands to make healthier products or risk being replaced by new entrants.
One of the world’s largest packaged food and beverages companies, PepsiCo, is the latest to respond to changing customer preferences.
“Today, more than 50% of our beverage portfolio in India comprises low- to no-sugar offerings,” said Nitin Bhandari, vice president and general manager of beverages at PepsiCo India, adding that the company aims to “scale low- and no-sugar options to 90% of our beverage portfolio over time in India.”
PepsiCo gathers consumer insights through engagement forums, social media, as well as its WhatsApp-based consumer loyalty platform, PepGenie, Bhandari told CNBC in an email.
In the next five years, India’s income per capita is expected to grow at the highest rate among the top five emerging markets for consumer products, including China, Brazil, Mexico, and Russia, according to Bain & Company, making it a priority for global consumer product companies.
Global companies already dominate the world’s fastest-growing major consumer market across 20 product categories from soft drinks and spirits to savory snacks, detergents, and diapers, the report said.
Indian market opportunity, however, comes with the pressure to pivot strategy based on consumer preferences. And social media has emerged as a key platform for public advocacy over the past few years, raising awareness around food safety and mislabeling in India.
Celebrity endorsement-driven brand trust has shifted to “community-verified trust,” because of social media influencers, said Shamik Kumar, a veteran food safety expert who has worked with multinational companies in India.
NEW DELHI, INDIA – 2025/09/27: Dabur Ltd stall, an Indian multinational consumer goods company, manufactures Ayurvedic products as well as other fast-moving consumer goods (FMCG), is seen during the exhibition.
Sopa Images | Lightrocket | Getty Images
Social media influencer Revant Himatsingka, who goes by Food Pharmer on social media, has millions of subscribers, and has faced pushback from consumer companies, says his content makes people read labels and, as a result, companies are making better quality products.
Over the past few years, several brands, including Mondelez-owned Bournvita and…
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