Prompted by the Covid-19 induced lockdown, several FMCG companies from Dabur and ITC to Mondelez and Marico are using e-commerce platforms to launch products before making them available in traditional retail shops.E-commerce, which accounts for 3% of overall FMCG sales in India, however, is the fastest growing channel and witnessed a growth of 56% in the first quarter (January, February & May) and 38% in June, showed data from market research company, Nielsen.
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