Nestlé India, the country’s leading FMCG major, is doubling down on the trend of premiumisation, particularly in urban markets, to strengthen its growth strategy. According to newly-appointed CEO Manish Tiwary, premium products in urban areas are growing faster than category averages, offering the company significant expansion opportunities.

Tiwary highlighted the potential of the quick commerce segment, which allows faster consumer access to products previously limited by physical store constraints. “One of our best-selling SKUs in the NCR region is Nescafé Roastery, available in medium and black roast,” he said, adding that search algorithms in digital platforms help track consumer preferences and enable faster delivery.

The CEO explained that evolving urban lifestyles, especially in cities like Gurugram, are fueling demand for premium products such as espresso machines and gourmet coffee. Quick commerce channels are providing a new route to market, allowing Nestlé to serve affluent consumers efficiently while boosting its e-commerce presence.

Also Read: IndiGo Back on Track: CEO Confirms Operations Fully Stabilised After Major Disruption

In addition to urban markets, Nestlé India is focusing on rural expansion, targeting over 40% revenue growth. Tiwary emphasized the importance of traditional retail channels, particularly kirana stores, which continue to play a key role in reaching consumers in smaller towns and villages. The company’s robust supply chain gives it a competitive edge over general trade in both urban and rural areas.

Customer-centricity remains at the core of Nestlé India’s strategy. Tiwary stressed the need to prioritize consumer propositions before financial modeling, noting that innovation and localised offerings are essential for sustainable growth. The company plans to hit micro-targets segment-wise, following the success of region-specific products such as its chicken noodles brand in Northeast India.

With a focus on premiumisation, digital channels, and localised product strategies, Nestlé India aims to continue its legacy of growth while adapting to changing consumer habits. The CEO believes that combining innovation with rapid delivery and consumer insights will help the company maintain its leadership position in India’s dynamic FMCG market.

Also Read: IndiGo Cancels Over 1,000 Flights Amid Crew Crisis; CEO Predicts Normalcy by December 15