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      <JournalTitle>Allana Management Journal of Research, Pune</JournalTitle>
      <PISSN>? ?2581-3137 (</PISSN>
      <EISSN>) 2231 - 0290 (Print)</EISSN>
      <Volume-Issue>Volume 2, Issue 2</Volume-Issue>
      <Season>July 2012 - December, 2012</Season>
      <ArticleType>Human Resource Management</ArticleType>
          <FirstName>SHRI PRADIP P.</FirstName>
      <Abstract>The Rs 130,000-crore FMCG (Fast Moving Consumer Goods) industry, which accounts for 2.2 per cent of India__ampersandsign#39;s national income, has realized that the only way to survive and grow in today__ampersandsign#39;s dynamic consumerism era, is to&#13;
keep “INNOVATING”.&#13;
Even though India has one of the lowest per capita consumption of FMCG products in the world, the stage is set for&#13;
that to change. With 60% of the country__ampersandsign#39;s population below 30 years of age coupled with an increased spending power&#13;
and knowledge and wanting a good living, FMCG companies have learnt that without innovation, their industry will be&#13;
left far behind. It is needed for overtaking their competitors in the current competitive scenario and the FMCG&#13;
companies in India are using these trends to their advantage.“INNOVATING” means “INVESTING” for the future — ahead of the competition. The FMCG companies out there&#13;
have understood this and is ready to play the game.</Abstract>
        <Abstract>https://aimsjournal.org/ubijournal-v1copy/journals/abstract.php?article_id=3394&amp;title=IS INNOVATION THE NEW AGE MANTRA FOR FMCG IN INDIA ?</Abstract>