At the consumer level, the reforms are unambiguous: eating, cooking and grooming just got cheaper. From parathas to shampoo, from butter to biscuits, households will feel immediate relief in their monthly baskets. Analysts expect that if brands pass on the full benefits, discretionary demand could surge in the run-up to Navratri and Diwali, creating one of the strongest quarters for FMCG in recent years.

Key GST Reforms for FMCG & F&B

• Staples now tax-free (0%): chapatis, rotis, parathas, packaged paneer, UHT milk, khakhra, pizza bread.
• Personal care at 5% GST: hair oil, shampoo, toothpaste, shaving creams, toiletries.
• Dairy at 5% GST: butter, ghee, cheese, spreads.
• Processed foods & snacks at 5% GST: namkeens, biscuits, sugar confectionery, jam, fruit jellies, tender coconut water, beverages containing milk, ice-cream.
• Baby and household products at 5% GST: diapers, napkins, feeding bottles, utensils.
• Inflation impact: consumer inflation may soften by up to 1.1 percentage points, creating headroom for stronger consumption.

With the recent GST overhaul setting the tone for tax reforms, it’s a pivotal moment to assess its implications for the FMCG and F&B sector. Below are insights and perspectives from industry experts, highlighting their views on how the revised rates will influence consumption patterns, pricing strategies, and overall market sentiment. From expectations of stronger rural demand to sharper competitive play among large and emerging brands, these outlooks capture the sector’s anticipation of how the policy rollout will translate into on-ground impact.

Bhuvaneswari Nara, Vice Chairperson & Managing Director, Heritage Foods

“The GST recalibration for India’s dairy industry is very welcome and timely. Moving everyday staples like paneer to the 0% slab, and ghee, butter, and cheese from 12% to 5%, will have a broad impact, as these categories touch nearly 100% of Indian households.

Not only do these essentials lighten the monthly grocery bill, but the reforms also help high-quality, branded products compete effectively with unorganized and unregulated producers. This shift strengthens formal supply chains, builds consumer trust, and supports more nutritious diets. Dairy products such as paneer, butter, and ghee are staples in every Indian kitchen, yet rising prices have forced many families to switch to cheaper substitutes that lack similar nutritional value.

In light of this, we at Heritage Foods are happy to announce that we shall be passing on the full benefits of these reforms to our consumers, helping boost the festive mood in our markets. We are also working with our partners and distributors to manage the transition smoothly and will be looking to ramp up capacity to capture the expected market expansion. We are also working closely with our distributors and retail partners to manage the transition smoothly and effectively.”

Paresh Parekh, Partner & National Leader for Tax – Consumer Products and Retail Sector, EY India

“GST reforms and rate rationalisation for consumer and retail sector, including everyday household daily items, FMCG goods,  electronics etc. is an extremely needed, welcome, timely, and bold move from Government.
 
The tax cuts are expected to directly lower consumer prices, offering significant relief to households, especially in rural and semi-urban areas where FMCG spending is sensitive.   For smaller product packs, companies may offer more quantity instead of reduced prices, passing value to consumers in a different form. The reform is widely expected to revive consumption demand, especially during the festive season, as daily-use goods become more affordable. Businesses estimate observable impact across domestic and rural markets, unlocking growth in packaged food, personal care, and staples.
 
Additionally, administrative measures such as faster three-day GST registrations for non-risky businesses and a 7-day refund window for export-oriented sectors — including textiles — are expected to significantly ease compliance and cash flow issues.
 
Faster refund processing, especially for exporters, will alleviate liquidity constraints common in the textile supply chain, helping in smoother operations and timely production. Garments and footwear priced up to Rs. 2,500 have been moved to the 5% slab, down from previous 12% or 28% rates—an immediate boost to affordability. While budget items enjoy relief, the decision to impose 18% GST on garments above Rs. 2,500 has drawn some concern. Industry players argue this could hurt middle-class consumers and handcrafted apparel segments like wedding attire and winter wear, potentially undermining the gains from simplification.

FMCG Distributors will have to evaluate potential supply-chain disruptions and may expect the government to issue clear guidelines on pricing and input tax credit (ITC) during the transition. Without structured guidance, benefits may not uniformly reach retailers or consumers, and outdated stock at previous tax rates may complicate compliance and margin flows.
 
The next steps for businesses is to quickly analyse,  where and on which products precisely rate reduction/revision has happened, and whether and where they are sitting with huge ITC (input credits) on capital goods, etc.
 
Also, businesses should analyse where possibly “Incentives clawback” may reduce where there is a rate reduction and incentives are linked to GST rates.”

Jitin Makkar, Senior Vice President & Group Head, Corporate Sector Ratings, ICRA Limited

“The GST rate cut on key FMCG categories is expected to stimulate consumption, at a time when demand impulses, particularly in urban markets, have lost sheen. Lower shelf prices on everyday essentials such as packaged foods, personal care items, and household products will likely drive volume growth and improve consumer sentiment. For companies, this could translate into higher throughput and better inventory turnover, especially ahead of the festive season. If demand accelerates, it will also benefit allied sectors such as packaging, distribution, and retail networks. While companies will need to manage competitive pricing and margin dynamics, the real benefit lies in expanding market penetration and accelerating demand recovery.”

Retailers Association of India (RAI)

Positive Developments 

RAI appreciates the removal of the inverted duty structure across the textile value chain, which brings much-needed clarity, balance, and predictability to the industry. 

Key Concerns Raised by RAI 

Despite the positive changes, RAI has highlighted some concerns regarding specific  categories and structural issues: 

Structural Flaws in Price-Based GST Slabs 

RAI strongly recommends moving to a flat GST rate across product categories rather  than relying on price-based thresholds, which: 

• Create distortions and promote grey market activity 

• Lead to misreporting and compliance challenges 

• Harm organised retail, especially for mid- and premium-priced products

• Discourage domestic manufacturing, undermining Make in India 

• Create artificial barriers that force consumers to downgrade instead of expanding natural demand.

Harsh Vardhan Gupta, Co-Founder & CEO – India, MatchLog Solutions

“The GST relief on freight and carriage services is a decisive boost for the logistics sector. Bringing down the tax rates will ease operating costs for transporters, exporters, and fleet operators, making cargo movement more efficient across the country. It also creates the right environment for faster adoption of digital and technology-led models that can optimize turnaround times and reduce inefficiencies in the supply chain. At MatchLog, we believe this move will act as a strong catalyst in scaling smarter, greener, and more sustainable logistics solutions, aligning well with India’s broader push towards supply chain modernization and decarbonization.”

Deepak Jolly, Chairperson, The Indian Food & Beverage Association (IFBA)

“This move is set to be a great boom for the food sector, driving growth, affordability, and innovation. It will also create new opportunities for startups, simplifying compliance and giving young F&B entrepreneurs the confidence to scale their ideas. At the same time, this reform will benefit the wider food industry as well as healthcare, by making nutritious, safe, and convenient products more affordable and accessible to millions of Indian families.”

IFBA and its team have been working on the barriers of growth for the food industry and have represented the case for food product categories on the strength of ‘Research Based’ narratives to assert with several stakeholders across the country who were a part of either “The GST Fitment Committee” or ‘The GST Council’ for GST Rationalisation for the F&B industry. Building on insights from IFBA’s February 2024 Landscape Study of the Breakfast Cereals Sector, which underscored affordability and accessibility challenges, the Association sees this move as a direct response to long-standing calls for lower taxes on cereals, supporting wider access, formalisation, and responsible growth of India’s packaged foods ecosystem.”

Simranjeet Singh, Director, CYK Hospitalities

“The GST rationalisation represents an uplifting change for any startup or emerging brand in the F&B industry, as it promises an easier working life. Up until now, the multiplicity of tax slabs has posed serious troubles for the young entrepreneurs to construct a transparent price structure, to remain in compliance, and to contend with such buying customers who are cost-conscious. Two slabs with 5% for essentials and 18% for anything else enhance the clarity of choice when operating a new venture and deciding on product mix and expansion strategy. Greater transparency reduces compliance costs and gives confidence to investors in scalable F&B models. The product on a lower slab is beneficial for startups, as cheaper products create demand for QSR concepts, cloud kitchens, and packaged foods, whereas premium concepts purchase on the higher slab. Thus, by way of creativity, the reform empowers the ecosystem through ingenuity, credibility, and promising avenues of growth for entrenched players as well as burgeoning entrepreneurs.”

Abhay Parnerkar, CEO, Godrej Foods Ltd.

“The decision to reduce GST on products like frozen foods, meats, and to exempt Indian breads altogether, is a progressive move that strengthens both consumer confidence and industry momentum. Lower taxation will translate into greater affordability, increased consumption, and broader opportunities for the food sector to expand reach and invest in new product development. Importantly, these measures will also reinforce value creation across the farm-to-fork ecosystem by boosting farmer incomes, improving processing efficiency, and widening retail access. Together, they highlight the government’s commitment to building a resilient and future-ready food economy for India.”

Vikram Marwaha, Joint Managing Director, DRRK Foods

“The recent reduction in GST on essentials such as soaps, oils for hair etc (from 12-18% to 5%) is a welcome relief for households that are able to afford some daily items and as this measure promotes savings particularly in the rural and semi-urban areas. With the festive season just around, this action could trigger consumer sentiment moving more readily to an uptick in FMCG demand.

At DRRK Foods, we see this as an opportunity to have essentials, including basmati rice, more in the hands of consumers, while being committed to quality and trust in the organised retail. Our best estimate is that consumers can expect an effective price decline for these essential goods of circa 7-13% which is considerable in terms of household savings.”

Dushyant Singh, Founder, Coffee Sutra

“As someone closely involved in India’s coffee journey, I thank our Finance Minister, Nirmala Sitharaman, and view GST 2.0 as a real turning point for our industry. Bringing GST on coffee and food bills down to 5% is not just a fiscal reform but also a structural boost that addresses some of the biggest hurdles specialty roasters and cafés like Coffee Sutra face. Coffee, which once began as a lifestyle product, has steadily transformed into a household essential. From morning brews at home to café culture across cities, the love for coffee has grown tremendously. By reducing the GST, more people will now have the opportunity to explore and enjoy better quality coffee at a fairer price. Today’s customer is informed, aware, and values what goes into their cup. With this tax reform, introducing them to freshly roasted, farm-sourced, and well-crafted coffee becomes even easier. It empowers both consumers and businesses, as consumers get value, and coffee brands gain the chance to reach a wider audience. GST 2.0 is a welcome step that combines affordability, accessibility, and growth, providing the momentum India’s coffee industry needs right now.”

Meenakshi Kumarr, Founder, Roots Café by Rural Mitra

“The two-slab shift through the new GST reform of 5% and 18% seems like a positive step towards simplicity as well as transparency. As someone working in the food, café, and hospitality space, I see this reform as a welcome step towards simplification and transparency. It will reduce confusion for both businesses and consumers, especially small entrepreneurs like us who often struggle with compliance and price balancing. This consistency will assist small business owners in creating menus, determining reasonable meal costs, along with increasing focus on providing consumers with an improved experience.

However, the government must keep in mind regarding the small business owners to ensure that the essential categories, especially those that are centered on sustainable and farm-to-table initiatives, are not severely impacted.

This strategy will ensure that the new changes foster innovation in addition to enhancing operations, promoting ethical sourcing, and assisting business owners who are working to significantly transform India’s food and hospitality sector.”

Ajaypal Rathore, Chief Finance Officer, Burger Singh

“The revision in GST rates is a welcome step for India Inc. This move is expected to boost demand, help curb inflation, reduce the tax burden across the supply chain, and should significantly lower disputes related to applicable tax rates. At this stage, limited information is available in the public domain, so it would be premature to quantify the financial impact of the GST rate revisions on businesses. However, it is widely expected that products in the Food and Beverages category will become more affordable and accessible.”

Vikrant Batra, Co-Founder, Café Delhi Heights

“As a committed member of the restaurant industry and founder of a homegrown brand, I sincerely appreciate the recent GST reforms introduced by the Government of India. These measures are undoubtedly a step in the right direction and reflect the government’s intent to ease financial pressure on households. They promote affordability and are aligned with broader public interest.

However, from the perspective of the restaurant sector, the reforms offer only limited relief. While we welcome the rationalization of rates, the absence of provisions around Input Tax Credit continues to be a missed opportunity. For restaurants, especially in the standalone and mid tier space, the denial of ITC impacts margins and restricts the ability to reinvest in operations, innovation, and growth.

That said, we remain encouraged by the government’s ongoing engagement with the industry. We hope that future reforms will take into consideration the specific needs of the F&B sector and create a more enabling ecosystem for sustainable development.”

Deepak Sahni, Serial Entrepreneur & Investor, Founder, Healthians

“This GST overhaul is not only about slashing taxes but is also about shifting the game. The exemption on health insurance and reduced GST on fitness services signal a much-needed shift from reactive care to preventive health, something India has long needed. What stands out is the balance: while families get relief on critical healthcare and nutrition, harmful products remain untouched. This not only reduces the financial strain on households but also nudges the country toward healthier living. It opens up a stronger ecosystem where affordability, innovation, and accessibility can grow hand in hand. When prevention becomes affordable, we’re helping families steer clear of illness, not just react to it.”

Mandeep Singh, Managing Director, Arabian Delites

“The recent GST reforms on restaurant billing and essential ingredients are a welcome and progressive step for the food and beverage industry. By simplifying taxation and easing the cost burden on raw materials such as grains, oils, and fresh produce, the reforms give F&B players like us the flexibility to manage expenses more efficiently and plan better for the long term. Reduced input costs directly translate into greater freedom for businesses to source fresher, higher-quality ingredients, while keeping menus fairly priced and diverse. This balance allows us to serve customers better without compromising on taste, nutrition, or authenticity that Arabian Delites is known for.

Equally important is the move toward a more transparent billing system. When diners clearly see the value of what they are paying for, it fosters stronger trust and confidence between industry players and consumers. The clarity in pricing not only benefits customers but also strengthens the credibility of businesses operating in an increasingly competitive market.

Overall, these reforms set the stage for a healthier ecosystem where both restaurants and diners benefit. Businesses can focus on innovation, quality, and service, while customers enjoy authentic, high-quality dining experiences at fair prices. It is a step that supports growth, sustainability, and accessibility across the industry.”

Anant Goel, Founder & CEO, Handpickd

“We warmly welcome the government’s decision, which will significantly enhance consumer affordability and benefit our entire ecosystem. While fresh produce rightfully remains at nil GST, the rate cuts on dairy and processed foods are a monumental win for the entire value chain. This not only makes wholesome products more affordable for families but also directly boosts the income of farmer producer organizations. For Handpickd, this is a catalyst to strengthen our mission: connecting our customers to the best of what our farmers produce with unparalleled transparency and value.” 

Aayush Madhusudan Agrawal, Founder & Director, Lenexis Foodworks

“The GST reforms mark a landmark shift for the food services sector. With restaurant meals now taxed at a flat 5%, dining out becomes more accessible for consumers at a time when festive demand is set to rise. The rationalisation of rates across core inputs like food ingredients, packaging, and equipment will ease operating costs and improve business confidence. For Lenexis FoodWorks, these changes provide a strong platform to deliver greater value to our customers and scale more ambitiously in the months ahead.”

Chef Harsh, Founder, Boom Burger

“The new GST reforms are somewhat of a hit or miss move for F&B brands like ours. By cutting down to just two main tax slabs, 5% and 18%, the government has simplified compliance and lowered costs across the supply chain. While we, the producer, fall into the 5% category, online delivery platforms have to adhere to the 18% slab.

At Boomburger, many of our everyday essentials now fall under the 5% bracket, which directly reduces input costs. That means we can channel savings into better quality ingredients, innovation, and keeping our pricing attractive for customers.

However, online platforms like Zomato and Swiggy have to charge 18% GST so that essentially offsets our potential gains. While our burgers may become cheaper to produce, higher platform fees will definitely deter customers from ordering in, given how price sensitive the Indian market is. It’s a balance we’ll have to navigate carefully.

For diners, one of the most exciting changes is the drop in GST on eating out. A burger meal that earlier had 12 – 18% GST will now carry just 5%, making dining more affordable and encouraging people to step back into restaurants again.

Overall, these reforms feel like a step in the right direction. By reducing complexity for operators like us and improving consumer value, it gives quick-service brands the chance to scale faster while staying competitive.”

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Maggi’s first meat extender is currently available in Chile. Swen Rabe, Head of Nestlé’s Product and Technology Center for Food, commented, “Our team of experts and chefs developed a tailored solution that provides an equivalent amount of protein in an affordable way to consumers in Latin America. Our innovation ensures the familiar taste and texture of mincemeat, is shelf-stable, and easy to use.”

This latest innovation builds on Nestlé’s approach to developing solutions that combine animal and plant-based ingredients, maximizing nutrition, affordability, and sustainability. It follows the pilot launch of a shelf-stable, plant-based protein blend in 2022, which was developed to complement egg dishes in a nutritious and affordable way in Latin America.

In Central and West Africa, Nestlé developed an affordable and nutritious beverage solution made by combining milk and locally sourced soy.

Nestlé’s efforts to expand its food range also include Maggi Soya Chunks and Maggi Veg, both offering meat-alternative options to cater to the evolving dietary preferences of consumers.

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The plant-based food industry, particularly the substitutes for meat, eggs, and poultry, has a market size of USD 468 million in 2023-24, as per the report titled “Shaping India’s Future Food Landscape.” By 2030, this domestic demand is expected to increase by USD 500 million from the current figure, reaching USD 968 million, according to the 3rd Plant-Based Food Summit in Delhi.

The surge in plant-based diets is driven by growing health awareness and the rapid adoption of plant-based culinary concepts. These trends are especially popular among young adults who are eager to experiment with and experience new products and food concepts.

In recent years, particularly during and after COVID-19, Indian consumers have adopted a range of plant-derived alternative brands offering nut milk, coconut cheese, vegan chicken and patties, and vegan eggs made from plant protein sources. These products have sparked consumer interest, which continues to grow.

A recent survey conducted by Renub Research in collaboration with PBFIA found that over 67% of respondents are consuming plant-based foods to prevent animal cruelty and promote animal welfare.

As a result, the plant-based meat category has seen significant consumption growth. The plant-based dairy category is also expected to grow, reaching USD 64 million, according to the report.

Recognizing the vast growth potential of the sector, many prominent FMCG brands like Tata Consumers, ITC, and Nestlé India, as well as many emerging startups, have entered the market.

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Some such myths were disspelled by Sushrut Nalluwar, Director, Sales, Nestlé, during a session aimed at dispelling misconceptions surrounding sales careers while highlighting how to bridge the skills gap preventing professionals from exploiting the immense potential and growth opportunities in the field.

The session was organized by Kraftshala, an online skilling institution that is dedicated to transforming the educational landscape for Indian students at scale. Established in 2016 by FMS- Delhi alumni Varun Satia and Eshu Sharma, it has become one of India’s largest marketing and sales-focused higher-ed institutions.

Speaking at the session Sushrut pointed out that a profession in sales offers a dynamic learning environment with accompanying challenges, opportunities, and ambiguities. He added that the profession provides a firsthand opportunity to witness the “whole VUCA (Volatile, Uncertain, Complex, Ambiguous) world in all its glory” and a sales professional’s response to this challenge often has the potential to impact the business.

“You’re hit with that VUCA world as the first line and you almost have that responsibility of how the company responds to that VUCA, both in unlocking new opportunities and responding to challenges. And that’s a great place to be in because it, in a way, defines what the company’s response will be in terms of the way forward. So it’s a position with a lot of responsibility, and the immense opportunity to create an impact both on the business and the people’s front,” said Sushrut, who is an MBA from IIM Mumbai (formerly NITIE) and holds over 17 years of industry experience.

Sushrut highlighted that all jobs have accompanying pressures, and while it is believed that a unique kind of sales pressure comes with well-defined deadlines, the joy associated with delivering in the critical area of the business was also the most gratifying part of the sales function.

“There is no pleasure without pressure, let me put it that way. So they coexist, but that is not unique to this job. Every job has different kinds of joys and pressures that one has to deal with,” Sushrut said.

Varun Satia, Co-Founder & CEO, Kraftshala, who was moderating the session offered an example from his early professional career to highlight the exhilaration achieving sales targets provides. “I had a stint in sales in Kalyan, not far from Mumbai City, during the time when it was referred to as Mumbai City 3. The feeling of accomplishment when I met my sales targets after initially falling short was truly rewarding. Compared to marketing, where results could take months to materialize, the direct impact in sales was deeply satisfying. This immediate sense of achievement mirrors the fulfillment of entrepreneurship, making sales uniquely rewarding.”

Sushrut added that sales along with other commercial business functions have a lot of options available to grow in the business world. “This is a career path with immense gratification and control over outcomes. Within the sales function, there is a diversity of roles available today and there is a need for awareness around this.”

The collaboration between Kraftshala and Nestlé forms part of an ongoing initiative to help people start their career in Sales through a Post Graduate Program in Sales and Business Leadership where students get trained through industry experts and get roles upto 18 LPA.

Kraftshala concluded admissions for its pilot batch and has already received great response from recruiters who are always in dearth of good sales talent. Like all Kraftshala programs, this one also comes with placement accountability where if the student doesn’t get a job, Kraftshala shares the responsibility and refunds the majority of the fees. Through such endeavours, the aim is to equip aspiring professionals with the requisite knowledge and skills to excel in the dynamic world of sales and beyond.

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