Shrinkflation: Weight of Rs. 10 Packs in India

Are FMCG Brands Trading Trust for Margins?

The ₹10 pack is getting lighter — and no one’s flinching.

From snacks to soaps, brands are quietly giving us less while charging the same. It’s not just inflation anymore. It’s shrinkflation — and in India’s FMCG space, it’s starting to feel normal.

So, What Is Shrinkflation?

It’s simple: less product, same price.
Fewer grams, fewer pieces, a smaller bar — but that ₹10 label doesn’t move. Most of us don’t catch it right away. That’s the point.

In India, brands are clinging to the ₹5, ₹10, and ₹20 price points. These numbers aren’t just convenient — they’re emotional anchors. A ₹10 packet of chips feels familiar. Raise it to ₹15, and you risk losing the shopper.

So instead of hiking prices, companies quietly shrink the contents.

Why the ₹10 Pack Is a Big Deal...

That ₹10 tag does more than drive affordability. It builds trust, especially in rural and low-income markets. It’s the pack that fits wallets, pockets and habits.

But when brands keep shaving off value to protect that price, something else gets cut: credibility.

And once that cracks, loyalty doesn’t last long.

Here’s How Much You’re Really Losing

Trust Is Fragile
41.2% of consumers say they trust shrinkflating brands less.
30.9% say they’ve already switched.

💔 Loyalty Isn't What It Used to Be
Most people still buy — but not out of love. Out of habit. That’s a shaky foundation to build on.

📉 Rural Volume Recovery? Not Like This.
Rural shoppers depend on ₹10 packs. But when value keeps disappearing, usage stalls.

🧱 Big Brands Win, Smaller Ones Lose
Large FMCG players can absorb backlash and recover. Smaller players either shrink or bleed margin — and lose.

So, What Should Brands Be Doing?

Shrinkflation might work short-term, but it’s a trust tax. Here’s a smarter play:

• Bring Back the Grams
  If input costs are easing, reverse the shrinkage. Consumers notice.

• Say It Straight
  Transparent pricing beats stealth cuts. Every time.

• Split the Portfolio
  Protect core products. Create stripped-down variants for the budget shelf.

• Offer Bulk Value
  Let price-conscious buyers trade up — without trading down the brand.

• Lead with Transparency
  Don’t wait for regulation. Be the brand that plays it straight and earns loyalty.

Final Thought

Shrinkflation might protect your P&L, but it chips away at something bigger — consumer belief.

When a ₹10 pack keeps delivering less, shoppers may not shout. But they remember. And eventually, they leave.

Noticed your favorite pack getting lighter?
Would you shrug — or switch?

✍️ Written by Avrax Editorial

Strategy -Clean. Uncompromised. Executable