00935pab a2200157 454500 180718b2001 xxu||||| |||| 00| 0 eng d Rao, S.L. Rise and fall of fast moving consumer goods: a marketing story 2001 p.4375-379 24 Nov The mindset of Indian companies was formed by over 40 years of industrial licensing which limited production capacities. Capacity limitations made premium products the appropriate response. In addition there was the influence of the approach of the multinational companies that value was more important than price and that product features would attract consumers more than low prices. We find it difficult to consciously reduce features, and even value in products, so as to give the mass market consumer what he can afford. - Reproduced Consumers Economic and Political Weekly 50715 50715 50715 0 0 0 0 IIPA IIPA 2018-07-19 Volume no: 36, Issue no: 46-47 AR51143 2018-07-19 2018-07-19 AR