Mumbai, April 22 -- Both legacy companies and startups in India are leveraging online platforms to drive faster volume growth than traditional channels, according to a new report by global consumer intelligence company NIQ (formerly NielsenIQ).

A convergence is emerging, with incumbents adopting startup tactics and digital-first brands scaling faster than traditional models allow, showed the report Who's Really Winning FMCG Volume Growth in 2026?

"E-commerce has become a testing and a scaling ground for innovations where large FMCG (fast-moving consumer goods) players such as L'Oreal, Hindustan Unilever, Marico and ITC, are using player acquisition and premium extension to accelerate growth," said Pooja Kamthe, senior research manager a...