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New Delhi: Rains across the North and inflation linked to the West Asia war have over the past two weeks reversed robust early summer sales that beverage, air-conditioner and refrigerator makers had been witnessing.Some Coca-Cola bottlers said they have cut down on consumer promotions such as buy-one-get-one and bundling offers, to partially mitigate cost inflation and avoid upfront price hikes, as costs of key packaging inputs like PET resin and polyolefins have increased 40-80% in the past fortnight.Prices of key packaging materials like bottles, caps, labels and cartons have surged due to high oil prices and supply disruptions amid the West Asia war."It's very difficult to increase prices of ₹10 packs, as this price point gets the maximum traction," said Saurabh Munjal, cofounder and chief executive of Archian Foods that makes the Lahori Zeera spiced drink. The company could increase prices for large packs next month but for now is absorbing costs and taking a hit on profitability, he said.Packaged water maker Bisleri has already increased prices by 10% on certain packs. A beverage industry leader said his company is paying a 70-100% premium to secure supplies of glass and cans to prevent future shortages, "as there is no clarity on how long supply disruptions will continue". He requested not to be named."The beverage industry, in particular, is facing significant disruption and supply chain challenges," said Ravindra PV, cofounder and managing director of Srichakra Polyplast, a supplier of recycled and other PET material for beverages and other FMCG packaging.Midsize and smaller players in particular are severely impacted. "These companies cannot absorb additional costs. Many of them compete on pricing and if their packaging costs increase and they raise prices, they risk losing business," Ravindra added. Apart from the inflation, the unexpected seasonal rains have dented sales in March, after a robust start of the season. The twin setbacks come at a time when the industry was pinning hopes on a robust summer, after a severe rain-drenched season last year that had wiped out sales by over half in the crucial March-September months."With the recent unexpected rains in parts of North India, we have seen some impact on demand for large appliances such as air conditioners, refrigerators and coolers," said Shibashish Roy, chief executive and managing director of Infiniti Retail, which operates the Croma chain of electronics and appliances. While overall retail sales have remained positive, Roy said, "the broader geopolitical situation remains a key factor to watch in terms of its potential impact on consumer sentiment".For beer, another heavily summer-dependent category, the challenges are equally severe, and range from increased cost of glass bottles, cans and cartons to weak demand.