New Delhi, July 18 -- Smaller FMCG (Fast Moving Consumer Goods) companies in India are growing faster than their larger competitors, according to a recent report by Emkay Research.

This trend is mainly due to their quicker innovation and better product alignment with changing youth preferences.

The report stated "A quick comparison of growth trends across company sizes..... indicates that smaller FMCG players are outpacing larger peers".

The report mentioned that the ability of smaller companies to adapt faster and offer products that connect well with the younger generation has helped them take the lead.

A key reason behind this shift pointed out by the report is the rise of modern trade and e-commerce, including quick commerce, whic...