Phygital Transformation of Nilon’s: The Brand Building in Ready-to-eat Segment

A. B. Mishra

Ritika Singh

Associate Professor, International Institute of Management Studies, Pune, India

Student, International Institute of Management Studies, Pune, India

Abstract: Fast-Moving Consumer Goods (FMCG) is the fastest-growing sector globally. It is expanding at a healthy rate because of rising disposable income, youth population, and awareness about its products. Nilon’s is one of the leading FMCG players with deals in the ready-to-eat segment. It has recently completed 60 years of operations.  Nilon’s products are available at six lakh stores throughout India. Significant in 20 countries including Japan, France, the USA, South Africa, Dubai, Saudi Arabia, Malaysia, Singapore, Australia, and Canada etc. It provides channel sales, including general trade, modern trade, direct-to-customer (D2C), defence, hotels, restaurants, and Catering. Nilon’s embarked on a phygital transformation journey to redefine its brand identity and strengthen its market position in the FMCG ready-to-eat segment. Secondary data was used as a framework for this research. This case study is based on Nailon’s transformational efforts to develop into a more prominent player in the ready-to-eat segment.

Keywords: D2C, FMCG, Nilon’s, phygital transformation, ready-to-eat segment

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