Decoding Digital Impact: A $45 Bn Opportunity in FMCG
The influence of digital in FMCG is often understated—India is severely lagging behind in digital spends despite a massive online population. By 2020, approximately $45 billion of the FMCG spend will be digitally influenced. This provides a massive opportunity for brands to invest in digital based upon the ‘intent’ of consumption and category penetration in households.
This study has been published by BCG in association with Google.