FMCG 3.0: From Fast Consumption to Fast Consciousness

In an exclusive interaction with Thiruamuthan, Correspondent at Industry Outlook, Dr. Varun Chaudhary, Managing Director of CG Corp Global discusses how FMCG brands in India are adapting to fast consciousness by focusing on ethical sourcing, localized supply chains, innovation, sustainability, and transparency while balancing rapid product launches, consumer trust, and evolving distribution models to build long-term resilience.

Varun, a business leader and philanthropist, brings over 15 years of global leadership across FMCG, cement, and hospitality. Recognized among Asia’s Best Employer Brands, he has expanded WAI WAI noodles to 50 countries and champions value-driven, people-centric growth worldwide.

As Indian consumers shift from price to ethics, how are FMCG brands redesigning products and sourcing to align with the fast consciousness movement?

Nowadays, many brands, including us, prioritize quality ingredients and supply chain ethics to align with consumers' fast consciousness. To stay ahead of this industry-wide change and consumer sentiment, we continuously innovate our food products and focus on local sourcing and flavor adaptation. Additionally, we invest in R&D frequently to improve our offerings. This approach has helped us create value and sustainability that resonates with consumers beyond boundaries.

With D2C reshaping FMCG distribution, how are brands balancing rapid launches with uncompromising transparency and ethical sourcing across competitive, fast-moving markets?

To strike a balance, companies are not limiting themselves to traditional or modern trade and distribution channels. For instance, while we focus on launching region-centric and international flavors, we invest in expanding our distributor network to ensure proper reach and accessibility. Currently, we have a network of 3,000-4,000 distributors across India, and maintain active partnerships with retailers across e-commerce, quick commerce, and offline channels to ensure our customers have access to our products regardless of their location. At the same time, traceable local sourcing and rigorous quality checks help us maintain transparency throughout. This approach further helps us target premiumization and expand our brand presence.

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As localization becomes essential, how are FMCG companies ensuring consistent quality while scaling diverse sourcing across India’s fragmented supply chains?

As a strategy, many FMCG companies leverage localized supply chains to ensure an uninterrupted product supply. However, ensuring consistent product quality is often a challenge due to fragmented supply chains. Thanks to advanced production technologies and supplier audits, today, many businesses can tackle gaps caused by these fragmented supply chains.

For instance, as a leading FMCG company, we follow strict quality control measures to ensure consistent quality across our 13 manufacturing units in India. Additionally, our R&D efforts enable us to adapt to local tastes while maintaining our quality standards. Wai Wai noodles’ success in North East and East India is a strong example of our efforts to adapt to local flavors and maintain consistency in quality. We aim to replicate this success formula as we scale operations across states such as Uttarakhand, Rajasthan, and Andhra Pradesh.

Eco-packaging adoption grows, yet recycling gaps and low premium willingness persist. How are FMCG brands overcoming these barriers to scale sustainable packaging?

FMCG brands focus on educating consumers, developing recyclable or biodegradable materials, and integrating sustainability into their brand purpose to foster long-term adoption. At CG Foods, we strive to reduce our environmental impact and uplift our community through eco-conscious practices and initiatives that enable us to give back to local communities.

Clean-label demand rises, yet trust and regulation lag. Given this, how are brands proving authenticity without slipping into the trap of marketing hype?

Typically, to meet clean-label demand, leading brands prove product authenticity through transparent ingredient sourcing, rigorous quality standards, and verified certifications. As a leading FMCG entity, we emphasize simplicity and authenticity in our products, like the popular Wai Wai noodles.

Our go-to move is to foster organic brand loyalty through product innovation, quality enhancements, and feedback implementation rather than relying on marketing hype, which we consider an industry fad. Wai Wai’s focus on authentic, straightforward ingredients, coupled with certifications and quality checks, has enabled us to build genuine consumer trust over the years. We have always been transparent about our product ingredients and discussed reformulations based on R&D advancements to avoid marketing exaggerations and build trust.

As fast consciousness shifts mainstream, what innovations or business models could truly redefine a sustainable FMCG ecosystem in India over the next decade?

I think multi-category diversification, continuous innovation, healthier flavors, and integrating ethics into business models can build a sustainable FMCG ecosystem. That’s why we are strengthening our product portfolio beyond noodles and innovating with snacks, sauces, and seasonings. At the same time, we are studying consumer trends and conscious eating practices to refine our sourcing and product enhancements. I believe that an integrated approach, which includes sustainability, ethical local sourcing, and smart supply chain management, can help build a resilient company and FMCG ecosystem.