India's Affluent Shun Big Brands: TV Reigns Supreme

India's affluent consumer base is rapidly expanding, with urban affluent households nearly doubling to 46 million by 2024. However, this growth has not translated into success for leading FMCG companies, as many face declining penetration and volume share among this key demographic. A significant portion of large FMCG brands have reported a drop in household penetration and volume share among affluent consumers.

The Kantar study underscores the enduring power of television in building brand equity and reach, particularly for mass FMCG brands. Linear TV ad impressions receive substantially more attention than social media platforms, and when combined with digital, TV campaigns significantly boost brand recall and purchase intent. Affluent urban homes still contribute substantially to overall TV viewership.

Experts suggest a balanced approach, advocating for a 'TV + Digital' strategy rather than relying solely on one medium. While digital platforms are prevalent, television remains an unmatched platform for driving brand health and delivering measurable scale. For FMCG marketers targeting India's growing affluent segment, integrating TV and digital offers a more effective path to sustained brand salience and equity.