Product or Category? The Market is Watching!
by Sharath Prasad
August 28, 2025 | 04 min read
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Hey Champs,
It’s RIO again.
The other day, in a customer meeting, I heard something that stuck with me:
“Hey! We’re not just introducing a product, we’re creating a new category.”
That one line made me pause and think about how much has the CPG industry evolved recently. We’ve moved on from just creating products; today, we’re carving out entire new categories. That’s a big shift!
Curious (and a little excited), I went back to my desk and started digging into what’s happening out there. And guess what? The findings were fascinating!
Let’s start with what and why?
Well, the CPG world is buzzing with innovation, and here are some of the hottest new categories that have taken shape over the last few years:
Plant-Based Foods & Dairy Alternatives – From almond milk to plant-based meat, this category is no longer niche. In India alone, the plant-based market is projected to reach INR 3,500 crore by 2027, growing at 18-20% CAGR. Consumers want healthy and sustainable options, and brands are delivering.
Functional Beverages – Think beyond cola! We’re talking energy drinks, gut-health kombucha, and immunity-boosting shots. This category is growing at 14% CAGR globally as health-conscious consumers look for more than just hydration. They want wellness in a bottle!
Clean Beauty & Personal Care – Goodbye, parabens and sulfates! Consumers are demanding toxin-free products, and the clean beauty market is expected to hit $11 billion in India by 2030. Trust and transparency are the new standards of beauty.
Sustainable Packaging & Eco-Friendly Products – Plastic-free gums, bamboo toothbrushes, refillable bottles suggest that sustainability is not a trend; it’s a movement. Eco-conscious brands are setting the tone for the next wave of consumer expectations.
Pet Care & Premium Pet Food – With pet ownership booming, premium pet food and accessories have become a fast-growing category in India, projected to cross INR 10,000 crore by 2025. Pets are family now, and brands know it.
And here’s the interesting part: these categories didn’t just appear overnight. They emerged because consumers started asking bigger questions about health, sustainability, ethics, and lifestyle. Brands that listened, adapted, and innovated are the ones leading the charge.
Now, the real challenge? Getting these categories into the hands of consumers and onto retailer shelves. And trust me, that’s a whole other story (and a big opportunity).
How will these categories win retailers’ trust?
While retailers prioritise stocking the products that customers explicitly demand, the Indian market still operates strongly on the principle of “Jo dikhta hai, wahi bikta hai”. Visibility continues to play a crucial role in influencing consumer behavior, often more than intent or prior demand. This makes it challenging for brands to introduce new categories into retail shelves.
Retailers tend to stick to proven SKUs that guarantee rotation and margins, making them hesitant to allocate shelf space to unfamiliar products. Additionally, limited real estate in kirana stores, the need for quick inventory turnover, and the perception of risk around new categories add to the challenge. For emerging categories, consumer awareness and retailer awareness should go hand in hand.
What’s the most effective solution for retailers’ awareness of new categories?
The key to cracking this challenge isn’t outside; it’s right within your organisation. Your frontline sales team holds the power to drive category awareness and adoption. Think about it: no one else gets the same precious face time with retailers as your salesmen do. Every one of those conversations is an opportunity to influence what goes on the shelves and ultimately, what reaches the consumer.
But here’s the reality check: introducing a new category isn’t as simple as dropping a new SKU into the cart. It demands understanding the category, framing the right pitch, and convincing the retailer why it’s worth the shelf space. Add that to a salesman’s already overflowing plate of responsibilities of sales, upsell, cross-sell, etc.
“Agar main new products pitch karunga to roz ka kaam kaun karega” – I am sure that this is not the first time you have heard this statement.
That’s why it’s not just important; it’s critical for brands to make the sales process effortless for their sales teams. Equip them with sharp insights, ready-to-use pitches, and a user-friendly tech to do his regular job effortlessly. And this is exactly where Bizom comes in. As your partner in growth, we ensure your sales force is not just informed, but empowered to become champions where they are not just occupied with the regular day to day sales job but utilising their time to build relationships, introduce new products, etc.
Introducing RI Copilot
Bizom’s RI Co-Pilot isn’t just another feature; it’s like having a seasoned sales mentor in your pocket. It goes beyond automating routine tasks; it actively thinks with your salesman. With built-in intelligence for regular sales, cross-selling, upselling, and product recovery, Co-Pilot ensures every interaction counts. No more wasted time on repetitive order-taking. Instead, your sales reps can focus on what truly drives growth, building strong retailer relationships, introducing new categories, and unlocking opportunities that create long-term value for the brand.
