Did You Know: Consumption trends at the end of the year

Did You Know: Tata Consumer Products is looking to reach India’s rural areas
At a recent conference, PackMan learnt that Tata Consumer Products is looking to expand its reach in rural populations through a sub-division network. The FMCG giant is aiming to reach India’s rural pockets, and work is underway in terms of its distribution network, infrastructure, and in-store execution.

According to PackMan’s sources, the number of outlets in India’s rural areas has increased, and more expansion is underway. Needless to state, the brand hopes to extend its reach with the help of packaging. So expect more spending to fuel expansion into rural markets.

Did You Know: PackMan says it's Apple season in India
PackMan has been keeping an eye on Apple’s iPhone exports. In November this year, India recorded a new record of exporting iPhones worth USD 2-billion. According to leading business sources, the November iPhone exports make up 75% of the total Indian smartphone exports. 

PackMan spoke to an industry insider who said, the first eight months of FY26 have recorded a total of USD 14-billion worth of iPhone exports. 

In FY26, Apple set up a production facility in Tamil Nadu and Karnataka; this is in addition to the three existing Apple facilities in the two states. Currently, India ranks third in smartphone exports.

PackMan wonders if India will become the second-largest smartphone exporter in the world. More and more rigid boxes to pack those iPhones.

Did You Know: The season’s changing at Britannia Industries
Britannia Industries has a new managing director, Rakshit Hargave. Hargave has succeeded Varun Berry, who was CEO, managing director, and vice-chairman at Britannia. In addition, Subhashis Basu has joined the company as chief business officer - dairy and will also lead the company’s joint venture with Bel SA. 

In the midst of this personnel movement, PackMan notes that Britannia reported a 23% increase in consolidated net profit last quarter (July-September), with the new management, intense competition, and GST changes — our in-house gyaani shares that Britannia Industries stands at a crucial juncture. 

Did You Know: Myntra’s mantra for growing demand
Myntra is experiencing growth and demand, particularly for strong brands on its platform. During PackMan’s annual travels, PackMan observed that this growth and demand are not limited to India’s urban and metropolitan areas, but also India’s non-metropolitan areas. 

With growing eCommerce and quick commerce, as well as India’s growing youth population preferring luxury, trendy, and stylish products, clothing, and accessories, Myntra’s tarot cards look shiny. Two things stand out: brand desirability and packaging performance.

Did You Know: The curious connection of silver and mithai
Have you noticed how the mithai looks a tad different these days? This is tied to the dramatic surge of silver prices. PackMan worries that PackMan’s favourite kaju katli lined with silver vark (edible silver leaf used for garnishing), might put a hole in the pocket as silver prices continue to surge. How are mithai shops coping? With increased silver and vark prices, some mithai shops are opting for alternatives, including pistachio, dry fruit, and saffron garnishings, while other mithai shops are continuing to use vark at higher prices, resulting in the surge of mithai prices during wedding season. 

In addition, some mithai shops are refraining from using and applying too much vark. PackMan continues to worry about the fate of the kaju katli.

Did You Know: Consumption patterns are changing, and so are the  consumption estimate data collection methods
And finally, to conclude on some gravitas. With the new GDP series, consumption patterns seem to be changing in urban and rural households, and that is not the only pattern that is changing — PackMan notes that the consumption estimate data collection method is also changing. How? Well, earlier, the National Statistical Office would rely on an approach named ‘commodity flow.’ Now, decisions are underway to use data from the Household Consumption Expenditure Surveys (HCES) along with other surveys and data collections to calculate the private final consumption expenditure (PFCE).

PackMan unpacks what’s next
PackMan’s travels imply that ongoing and upcoming industry developments signal a period of significant transition for the packaging sector. For instance, the rural expansion by Tata and Myntra’s growth in non-metro areas will necessitate a rise in robust, cost-effective, and smaller-format packaging tailored for diverse and challenging logistical environments. 

Simultaneously, India’s record-breaking iPhone exports drive a specialised demand for premium, high-protection electronics packaging, while leadership changes and economic pressures at Britannia emphasise the need for value-engineered, efficient food containers. 

Even the rising price of silver vark for mithai suggests a shift towards alternative garnishes, where packaging design must now play a larger role in maintaining aesthetic appeal and perceived value. 

Collectively, these trends — supported by more accurate consumption data collection — point towards a more data-driven, resilient, and inclusive packaging industry that is quickly adapting to both high-tech manufacturing and evolving consumer habits across the country.