After decades of being a conservative player, Godrej has become more aggressive

Godrej Consumer Products (GCPL) worked with Bain & Company to benchmark the rural strategies of other FMCG companies and found that none were too different. 90% of consumer companies' costs in rural are for TV and activation. "We are now on an integrated sales and marketing strategy," says Sunil Kataria, the India and SAARC business head of GCPL.