Consumer attention: P&G India CEO V Kumar on inflation pressures and value-conscious shoppers

Procter & Gamble India Chief Executive Officer and Managing Director V Kumar said winning consumer attention is getting harder. Kumar said media channels are crowded and shoppers are under pressure. Kumar linked the strain to inflation in food, energy, healthcare and other needs. Kumar spoke on Tuesday at an analyst meeting of Procter & Gamble Hygiene and Health Care Ltd (PGHHCL).

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Kumar said brands must work harder because consumers use many information sources. Kumar called attention the most valuable currency for companies now. Kumar said firms must explain product benefits clearly and stand apart. Kumar also said Indian shoppers are not only price-conscious. Kumar said Indian shoppers are value-conscious and careful with spending.

Consumer attention and inflation pressures shape brand plans

Kumar said affordability keeps changing in India as budgets tighten. Kumar said inflation has affected households across several spending heads. Kumar said shoppers are discerning and invest resources with care. Kumar said this forces companies to sharpen how they communicate benefits. Kumar said the battle for attention adds pressure in a competitive marketplace.

Consumer attention shifts as retail and media lines blur

Kumar said the buying journey is changing fast with quick commerce and social commerce. Kumar also cited agentic AI as another factor. Kumar said retailers and media platforms are starting to overlap. Kumar said access to product assortment is more democratised now. Kumar said the path to purchase is no longer linear, requiring urgent execution changes.

Consumer attention remains central to integrated growth strategy

Kumar said the company’s integrated growth strategy stayed the same despite the challenges. Kumar said it is based on daily-use categories where performance matters most. Kumar said the focus includes products, packaging, brand communication, retail execution and value. Kumar said the aim is to improve superiority across these areas while keeping balance.

"We continue to invest in creating superior propositions for our consumers and retail partners with relevant innovation, powerful brand campaigns across every touchpoint and continuously improving in-market execution across all channels and platforms. We have demonstrated that when we can,\" he said.

Consumer attention meets FY26 results and investment choices

On PGHHCL’s FY26 performance, Kumar said results were mixed. Kumar said sales growth stayed flat, while Profit After Tax rose 19 per cent. Kumar said the year included targeted investments. Kumar said the focus stayed on consumer-centric innovation and stronger go-to-market capabilities. Kumar said the company expects these steps to support balanced growth.

\"But this year was marked by targeted investments, with continued focus on consumer-centric innovation and strengthening our go-to-market capabilities. We are confident that these steps will inflect sustained, balanced growth and position us for long-term competitiveness,\" he said.

Consumer attention and CFO outlook on demand and commodities

Incoming PGHHCL Chief Financial Officer Srividya Srinivasan said the company stayed positive on long-term prospects. Srinivasan said near-term demand challenges remained, alongside commodity volatility and tougher competition. Srinivasan said the company is relying on consumer-centric innovation and premiumisation. Srinivasan also cited fast growth in digital commerce channels as a support.

Srinivasan said FMCG demand patterns are still changing. Srinivasan said non-food inflation stayed below the Reserve Bank of India medium-term target of 4 per cent. Srinivasan said rural consumption remained higher than urban consumption. Srinivasan said recent inflation increases over the past three to six months have softened trends. Srinivasan will take over as PGHHCL CFO on July 1.

Srinivasan said PGHHCL is tracking the West Asia crisis due to its effect on commodity prices. Srinivasan said the company expects some near-term hurdles to continue. Srinivasan said PGHHCL will rely on its integrated strategy to manage difficulties. Srinivasan said the aim is to keep serving consumers while supporting top and bottom line results.

\"Consumer consumption trends are still shifting and evolving. While rural consumption continues to be higher than the urban consumption, we are seeing a softening trend driven by uptick in the inflation rates in the short-term period if you look at it in the past three to six months,\" said Srinivasan, who will take over as PGHHCL CFO on July 1.

\"Looking at the near term, we anticipate some challenges continuing. However, we remain confident in the dynamic and integrated nature of our strategy to help us navigate the difficulties and continue to serve the consumers to drive the sustained top and bottom line results,\" she said.

With inputs from PTI