Companies localise products, cut features to protect festive margins.

Brands are localizing products, cutting non-essential features, and absorbing some margin pressure to protect festive sales. CEOs expect measured price hikes amid commodity inflation, while driving volumes during the key selling period. Rural demand is uneven due to deficient monsoons, and companies are looking for product innovation to improve margins. Commodity cost volatility and supply disruptions are disrupting festive plans, with crude and copper prices surging. Brands are considering alternatives, such as using aluminum instead of copper, and focusing on localisation, productivity, and sourcing to mitigate risks.