The FMCG industry has seen a big shift from traditional to online, which has spurred unprecedented demand and supply. Many companies have converted their exclusive stores to experience zones. However there is a large part of the country where logistics and delivery are still playing catch-up and it is here that both physical and digital experiences play a large role in the FMCG industry. For the foreseeable future and until refills and subscriptions take a larger part of the wallet, the product will require digital and in-store packaging and merchandising.