Supply chain disruptions and rising inflation are increasingly affecting smaller consumer goods brands in India, as noted by various industry leaders. Companies such as Dabur and United Breweries highlighted that smaller rivals are struggling due to limited inventory and sourcing capabilities, exacerbated by the ongoing US-Iran-Israel conflict which has led to volatility in crude oil prices and increased costs for raw materials. Mohit Malhotra, CEO of Dabur, emphasized that while larger firms can absorb costs and pass them on to consumers, smaller companies lack this flexibility, which threatens their margins. The pressure is evident across sectors, including air-conditioners and televisions, where larger brands are better positioned to manage disruptions. For instance, KJ Jawa from Daikin Airconditioning India noted that larger companies can air-lift components, a strategy unattainable for smaller firms. This disparity is leading to market consolidation, as smaller brands face increased challenges, with some already exiting the market. Recent data shows that top television brands gained market share while smaller brands collectively lost ground. As the crisis continues, the divide between strong and weak players in the market is expected to widen.