Expecting 2026 to be a 'favourable year', with policy tailwinds as tax reliefs and GST reforms, along with benign commodities, the Indian FMCG industry looks for a high single-digit volume growth, improvement in margins and comeback of the urban demand, which is a vector of growth. Benign inflation will help expand gross margins, enabling companies to invest more in advertising, the lifeblood of FMCG (Fast-Moving Consumer Goods). However, the companies also need to rethink their media strategies, as traditional media is losing relevance amid evolving consumer habits and preferences, driven by where, how, and how much time different age groups spend on media. FMCG companies are also expected to invest in new technologies -- from automation and analytics to AI-driven demand forecasting, supply chain optimisation, and personalised consumer engagement and same-day and 1030 minute Quick-Commerce deliveries are expected to be the critical pillar for omnichannel growth ...