Parle retains top spot as India’s most chosen in-home FMCG brand for 13th year

Worldpanel by Numerator released the 13th edition of its annual Brand Footprint India report, a study that tracks the country’s most chosen FMCG brands both in-home and out-of-home. The rankings are based on Consumer Reach Points (CRPs), a measure that combines population, penetration, and purchase frequency to provide a consolidated view of consumer choices.

Parle continued its dominance in the in-home category, securing the top spot for the 13th consecutive year with 8,605 million CRPs. Britannia followed closely with 8,241 million CRPs, while Amul retained third place at 6,517 million. Clinic Plus (3,977 million) and Surf Excel (3,438 million) rounded out the top five. Notably, Surf Excel entered the top five for the first time, rising from 8th in 2023 to 6th in 2024 before climbing further in 2025.

The report highlighted Haldiram’s entry into the top 10 in-home rankings at 10th place with 2,513 million CRPs, a significant jump from 19th in 2023 and 11th in 2024. Other brands that registered noteworthy penetration gains included Surf Excel (+4.9), Haldiram’s (+4.1), and Godrej Expert (+4.1).

Brand footprint in top 10 most chosen in-home FMCG brands of India in 2024

Beyond the headline figures, the report identified several brand-specific growth stories. Balaji, with its expanded rural presence and introduction of smaller pack sizes, added 10 million new shoppers and grew CRPs by 22%.

Everest recorded a 10% CRP increase by reaching seven million additional shoppers through distribution expansion and a broader spices portfolio.

Goodknight saw 14% CRP growth, adding nine million shoppers through new mosquito-repellent products, while Wagh Bakri expanded outside western India, adding five million new shoppers and growing CRPs by 19%. Godrej Expert Crème posted the strongest gains, boosting reach by 15 million new shoppers and recording 37% CRP growth through affordable packs and rural distribution initiatives.

The out-of-home (OOH) rankings also demonstrated shifts in consumer preferences. Britannia retained the top position with 655 million CRPs, marking a third straight year of OOH leadership. Haldiram’s followed with 510 million CRPs, while Cadbury (460 million), Balaji (458 million) and Parle (299 million) completed the top five.

Snacking brands continued to dominate the category, underscoring the strong consumer preference for on-the-go food consumption in India. Among these, Balaji (+41% CRP growth) and Amul (+19% CRP growth) were standout performers.

Speaking on the findings, K Ramakrishnan, managing director- South Asia, Worldpanel by Numerator, said, “Consumer choice remains the most reliable test of a brand’s strength. India continues to stand out as a growth-positive market compared to global trends, with much of the momentum coming from smaller and emerging players. This year’s findings reaffirm that growth comes from expanding the shopper base, whether it’s through innovation, new formats or deeper rural reach. While larger brands are experiencing a slowdown, the market remains vibrant with regional and challenger brands steadily gaining ground.”

FMCG brand choices in India continued to grow in 2024, though at a slower rate than the previous year.

The broader market data suggested that FMCG brand choices in India continued to grow in 2024, albeit at a slower rate than in 2023. The deceleration was primarily driven by a slowdown in the foods and beverages sector, even as other categories showed resilience. Post-pandemic dynamics also continued to play a role: brands in India had a 60:40 chance of growth compared to a 50:50 ratio globally, reflecting a stronger domestic growth environment.

A key trend noted in the report was the differential growth between larger and smaller brands. While many established names showed signs of plateauing, smaller brands recorded higher CRP growth, aided by innovation, rural outreach and niche product development. This shift has implications for both multinational corporations and homegrown players, as competitive advantage increasingly hinges on agility and consumer engagement beyond urban centres.

The report also reaffirmed that the fastest-growing brands were those investing in innovation, affordability, and market expansion. Whether through rural van distribution by Godrej Expert Crème, small pack introductions by Balaji, or regional expansion by Wagh Bakri, the evidence pointed to a consistent theme: incremental growth lies in reaching new consumers rather than relying solely on frequency of purchase from existing ones.

Brand footprint in top 10 most chosen OOH FMCG brands of India in 2024

In terms of structure, the Brand Footprint report covered 414 FMCG brands across foods, beverages, dairy, home care, health and beauty, and snacking categories. The methodology included both in-home consumption, covering national urban and rural populations across all affluence levels, and OOH consumption, focused on towns with populations over one million and food and beverage categories within NCCS ABC households.

The Top 10 in-home FMCG brands in India for 2025 were Parle, Britannia, Amul, Clinic Plus, Surf Excel, Tata Consumer Products, Sunfeast, Nandini, Haldiram’s and Aavin. For OOH, the rankings were led by Britannia, followed by Haldiram’s, Cadbury, Balaji, Parle, Amul, Lay’s, Kurkure, Sunfeast and Bingo.

The 2025 edition also underlined India’s distinct consumption pattern, where homegrown and regional players continue to challenge multinational incumbents. The steady rise of Haldiram’s and Balaji reflected both the enduring strength of snacking and the ability of regional companies to scale nationally. Similarly, Amul’s gains in OOH indicated that dairy and related products are finding traction in new contexts.

While established players such as Parle and Britannia continue to lead by sheer scale, the report suggested that their growth is increasingly being tested by challenger brands. In this context, innovation and adaptability appear to be the defining characteristics of brands making the most headway.

The report stopped short of forecasting long-term trajectories but noted that as AI, digital commerce, and shifting consumer habits reshape the FMCG sector, competitive dynamics are likely to evolve further. For now, the snapshot presented by Worldpanel by Numerator reflects a marketplace where loyalty to longstanding leaders coexists with growing opportunities for newer entrants.

For advertisers and marketers, the report’s findings serve as a reminder of the importance of shopper expansion strategies in a slowing but resilient market. Whether through affordability, distribution, or new product categories, brands that manage to extend their consumer base appear better positioned to withstand both global uncertainty and domestic competition.

India’s FMCG landscape in 2025 is one of contrasts: slower overall growth but stronger opportunities for smaller and regional players, established leaders retaining dominance but with rising competition, and an OOH market defined by snacks but showing room for diversification. As Ramakrishnan noted, the ultimate test remains the same, “Every strategy, campaign, and marketing investment converge at a pivotal moment—the shopper’s final choice.”