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TV retains edge among affluent India as brand equity slips for FMCG majors

Despite a growing affluent consumer base, large FMCG brands face declining penetration and volume share in India. A Kantar study highlights television's continued power in building brand equity and reach among these households, outperforming digital platforms in attention and comprehension for long-term brand building.

15 Dec 2025 4:32 pm