Archive · 8 Jan 2026
FMCG Firms Adopt Selective D2C Acquisition Strategy
Indian FMCG companies are being more careful about buying smaller direct-to-consumer (D2C) brands.
They used to buy any brand they could find, but now they want brands that make money, have good data, and can grow well.
They also want brands that people trust and that can be easily added to their existing businesses.
This change is because selling products online is becoming more competitive, and companies want to make sure they are making smart investments.
They are also looking for brands that can help them understand what customers want and how to sell better.
The companies are now focusing on making sure the brands they buy are profitable and can be successful in the long term.
FMCG companies are prioritizing D2C brands that offer scalable synergies and first-party consumer data.
Access to first-party data and real-time insights into buying behavior is a key motivation for acquisitions.
Valuations in 2026 are driven by durability, operational discipline, and predictable economics.
Profitability has become the defining factor in separating acquisition candidates from the rest of the market.
FMCG companies are taking a balanced approach, acquiring mature brands for immediate scale and engaging younger, innovative brands through minority investments or partnerships.
- Who
- FMCG companies in India
- What
- Shifting to a more selective and strategy-led approach in D2C acquisitions
- When
- January 8, 2026
- Where
- India
- Why
- To accelerate premiumisation, sharpen digital capabilities, and gain direct access to consumers
- Primary Focus
- Profitability, data, and scalability
- Key Motivations
- Premiumisation, digital capabilities, consumer data
- Valuation Drivers
- Durability, operational discipline, predictable economics
- Defining Factor
- Profitability
- Acquisition Preferences
- Scaled, profitable D2C brands
- Investment Approach
- Balanced approach with minority investments and partnerships
- Date
- January 8, 2026