“Categories are established in a crisis,” says Sameer Satpathy, the divisional chief executive of the personal care division at ITC. Indeed, the biscuits-to-hotels Indian conglomerate has committed to making 125,000 litres of its new Savlon Hexa hand sanitiser, something that was initially meant to be a ‘niche’ product for ITC. 

The Covid-19 pandemic has shone a spotlight on this relatively small, Rs 60 crore ($7.9 million) vertical in India’s FMCG FMCG Fast Moving Consumer Goods Fast Moving Consumer Goods like food, beverages, toiletries and over-the-counter drugs sell quickly and at relatively low prices sector.


Olina Banerji

Based in Delhi, Olina writes about mega-trends in urban mobility, education, skilling and the environment, with a focus on how institutions and innovations can help cities grow sustainably. She is a graduate of the London School of Economics, and has worked previously with India Today and global non-profit Ashoka.

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