Godrej Consumer strengthens e-commerce business as separate unit, focuses on technology

By

Isabelle Crossley

Published
Jul 14, 2021

Fast-moving consumer goods (FMCG) business Godrej Consumer is focusing on technology and strengthening its e-commerce vertical as an independent unit of the business.

 
Godrej aims to accelerate widespread digital adoption, tailor its strategy to local contexts, and expand its e-commerce operations to capitalise on developments in consumer behaviour brought about by the Covid-19 pandemic. Rather than seeing e-commerce as a channel, Godrej Consumer sees it as a separate business, ET Bureau reported. 
 
As part of its digital strategy, the business is in the process of launching digital-native brands in numerous categories including the premium segment. Godrej Consumer is also up-scaling its direct-to-customer business, a category which greatly increased in importance in 2020 as lockdowns and a boom in online shopping gave businesses greater abilities to reach customers directly through dedicated e-commerce sites. 

“Innovations and startup efforts in FMCG last mile distribution are changing the sales and distribution landscape,” Godrej Consumer’s managing director Nisaba Godrej wrote in the business’ annual report for shareholders, the Press Trust of India reported.

“Recent shifts in consumer behaviour, especially on digital, have opened up multiple opportunities to scale and transform how we do business.”
 
“We are also investing in data-driven marketing for rich actionable consumer insights, partnering on digital brand advocacy, and creating online brand communities,” wrote Godrej, about the business’ work in India and Nigeria. 
 
Godrej Consumer reported a 14.25% year-on-year increase in its India revenue in the 2021 financial year. The business’ consolidated operating revenue across all of the countries it operates in increased by 11.28% in the same time period.