International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

A Widely Indexed Open Access Peer Reviewed Multidisciplinary Bi-monthly Scholarly International Journal

Call for Paper Volume 8, Issue 4 (July-August 2026) Submit your research before last 3 days of August to publish your research paper in the issue of July-August.
Submit Research Paper Join as a Reviewer

Plagiarism is checked by the leading plagiarism checker TurnItIn

Call for Paper

Volume 8 Issue 4
July-August 2026

Submit your research paper

Indexing Partners
Academia Advanced Sciences Index Bielefeld Academic Search Engine CiteSeer DRJI Google Scholar Independent Search Engine & Directory Network ISI (International Scientific Indexing) Issuu Mendeley Research Networks
RefSeek ResearcherId - Thomson Reuters ResearchGate Scirus Scribd Semantic Scholar UTeM - Universiti Teknikal Malaysia Melaka Wiki for Call for Papers WorldCat Zenodo

AN ANALYSIS OF MULTI BRAND INVESTMENT AND FINANCIAL RISK OF FMCG COMPANIES IN INDIA (2023–2025)

Author(s) Dr. Anjum Mehtab Kathawala, Mamta Sharma
Country India
Abstract The Fast-Moving Consumer Goods (FMCG) sector represents one of India's most strategically vital economic segments, accounting for an estimated market size surpassing USD 130 billion in 2024. Amid intensifying domestic and global competition, leading FMCG companies have increasingly adopted multi-brand investment strategies to simultaneously capture diverse consumer segments, defend market share and manage financial exposure. Yet the precise relationship between brand investment intensity and financial risk particularly across the post-pandemic recovery period of 2023 to 2025 remains insufficiently documented in current literature.
This paper analyzes secondary financial data from six prominent BSE/NSE-listed FMCG companies — Hindustan Unilever Limited (HUL), Indian Tobacco Company Limited (ITC), Nestle India, Dabur, Britannia and Marico across the three-year window of 2023 to 2025. Employing Pearson correlation analysis and ordinary least squares (OLS) regression, the study tests two hypotheses: first, that higher multi-brand investment intensity significantly reduces financial risk; and second, that multi-brand investment positively influences return on capital employed (ROCE). Results confirm both alternative hypotheses, revealing a strong negative correlation between brand investment and financial risk (r = –0.88, p < 0.05) and a positive, significant regression coefficient for the investment-ROCE relationship (β = 0.91, p < 0.01, R² = 0.79). The findings carry implications for corporate strategists, financial analysts and policymakers engaged with the Indian consumer goods landscape.
Keywords FMCG India, Multi-Brand Investment, Financial Risk Index, ROCE, Brand Portfolio Strategy, 2023–2025
Field Business Administration
Published In Volume 8, Issue 4, July-August 2026
Published On 2026-08-15
DOI https://doi.org/10.36948/ijfmr.2026.v08i04.85968
View / Download PDF File

Share this



E-ISSN 2582-2160
CrossRef

CrossRef DOI prefix of IJFMR is 10.36948/ijfmr

Downloads
Research Paper Format Copyright Permission Form and Undertaking Form

All research papers published on this website are licensed under Creative Commons Attribution-ShareAlike 4.0 International License, and all rights belong to their respective authors/researchers.

CC-BY-SA Open Access

About IJFMR
Fees & Payment
Current Issue
Publication Archive 		Submit Research Paper
Track Submission Status
Publication Guidelines
Publication Ethics
Peer Review & Plagiarism 		Join as a Reviewer
Editors & Reviewers
Reviewer Referral Program
Get Reviewer Membership Certi. 		Website/Journal Policies
Usage Policy
Content Policies
Privacy Policy
Contact Us +91-9687-828-838 editor@ijfmr.com
Powered by Sky Research Publication and Journals