MNCs’ Indian innovations on global menu

What do spicy snacks, nimboo pani, hair oil, fairness creams, water purifiers, masala noodles have in common? Indian consumers of course, you would say. Not exactly.

Products suited for the Indian market are now being marketed abroad as well, and by no other than multinational companies who developed these FMCG goods to suit Indian tastes in the first place.

So if Hindustan Unilever (HUL) is taking its water purifier brand Pureit to new global markets, PepsiCo India, makers of Nimbooz, is introducing its snack brand Kurkure, which was developed for Indian tastes, in key markets across the globe. Likewise, French cosmetics major L’Oreal has taken a slew of its innovations developed in India, such as Garnier Men PowerLight range of skincare products and Garnier Fructis Shampoo (with oil), to global markets.

Termed reverse innovation (products originally conceived for developing economies but now being marketed in other geographies in their original or modified form), the concept is clearly gaining momentum in the Indian FMCG space.

After launching its home grown brand Pureit in Indonesia and Bangladesh in 2010, HUL has recently taken it to key markets in south Asia, Latin America and Africa. “Pureit is currently sold in Sri Lanka, Brazil, Mexico and Nigeria. We are selling Annapurna (salt) in Ghana and Wheel (detergent powder) in Bangladesh as well,” said a spokesperson from HUL.

HUL is currently selling its home-grown brand Fair & Lovely, a skin whitening cream,

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