FMCG companies, there is no rural revival. Deal with it.

The constant narrative of a rural revival had effectively masked the crisis the village economy was going through. Growth has now come to a standstill, and with inflation up, FMCG companies are now staring at poor performance. So, what happens to their sky-high valuations? Here’s the story in six charts.


Two years after a vital pivot, Zivame still struggles for a good fit in the INR37,000 crore lingerie market

The once-glamorous e-commerce startup has failed to convert its “feel good” marketing into a good business. Many pivots haven’t helped its cause. It has been betting on private labels and offline retail to grow. But results have been patchy and stubborn losses remain. Zivame’s challenges offer deep insights into the fragmented, low-margin lingerie business, where no big brand save Jockey has found stability.



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