According to a report by NIQ (formerly NielsenIQ), e-commerce is becoming a critical driver of volume growth in India's fast-moving consumer goods (FMCG) sector. The report highlights that while there are over 64,000 FMCG brands in India, only 129 are classified as 'volume winners', meaning they achieved over 10% volume growth in the Moving Annual Total (MAT) for 2025. Major players such as Hindustan Unilever (HUL), ITC, and Marico are leveraging digital-first strategies and acquiring fast-growing startups to accelerate their growth. For instance, HUL's digital-first brands, including Oziva and Minimalist, saw a remarkable 177% volume growth. Similarly, ITC's stakes in brands like Yoga Bar and Prasuma led to a 102% growth, while Marico's investments in popcorn brand 4700BC and protein powder brand Cosmix resulted in an 86% increase. The report emphasizes that online-first launches are gaining traction due to their ability to ensure instant discovery and consumer engagement. Companies like Cipla Health have also benefited from an online-only sales approach, with its skincare brand Asta Berry achieving 38% growth in MAT’25. Overall, the report suggests that embracing affordable premiumization, local trends, and health-focused branding can further enhance volume growth in the FMCG sector.