The GST Council’s decision to slash tax rates on everyday essentials and personal-use products ahead of the festive season is expected to revive domestic consumption, lift rural demand, and strengthen growth in the FMCG sector, industry leaders said on Thursday.According to news agency PTI, FMCG companies plan to pass on the benefits to consumers either by increasing grammage or cutting stock-keeping unit (SKU) prices, with analysts estimating price drops of 8–10% depending on brands, translating into 2–3% growth for the industry.

Calling the move “game changing”, Marico MD & CEO Saugata Gupta said, “By making essential consumer products more affordable, especially in the run-up to the festival season, these reforms will play a pivotal role in stimulating economic momentum and building long-term growth in the FMCG sector.”Dabur CEO Mohit Malhotra termed it a “timely and transformative move,” stressing that the cuts will make soaps, shampoos and toothpastes more affordable, while driving demand in rural and semi-urban markets.Godrej Consumer Products CFO Aasif Malbari welcomed the decision, stating the company was committed to passing on benefits to consumers. The All India Consumer Products Distributors’ Federation (AICPDF) said the reduction would improve distributor and retailer liquidity by Rs 4,000–5,000 crore, while boosting rural consumption by an estimated 8–10% in the next two quarters.

Shares of leading FMCG firms surged following the Council’s approval. Britannia, Dabur, HUL, Nestlé and Emami all logged strong gains on the BSE, while consumer durables and cement stocks also rallied. The GST cuts cover a wide range of items, from hair oil, shampoo, toothpaste and soap to food products like butter, dry fruits, ice cream, biscuits and beverages, with rates slashed to 5% from 12% or 18%. Cement will now attract 18% GST instead of 28%.As per PTI, Joy Personal Care Chairman Sunil Agarwal said rural India, already driving FMCG growth for six quarters, will see further demand strength. Industry executives added that retailers are bracing for strong festival sales rebound as companies implement revised prices on existing stock.Grant Thornton Bharat’s Naveen Malpani noted that the cuts could lead to price drops of 8–10% depending on supply chain efficiencies, further stimulating consumption.Industry experts believe the reforms will add 2–3 percentage points to FMCG sector growth, which is currently expanding at 10–12% annually, making the reform a “landmark step” ahead of the festive season.

The government’s announcement of Goods and Services Tax (GST) rationalisation under GST 2.0 signals a major change in India’s economic approach, moving from capex-led spending to a consumption-driven model, according to a report by Axis Securities.“The government has now shifted gears from capex-oriented spending to consumption-led spending,” the brokerage said, adding that the February 2025 Budget had already started this transition by introducing tax reliefs for rural households and the middle class.

As per news agency ANI, the report noted that over the last decade, infrastructure projects like roads, bridges and metro networks defined government policy. However, GST 2.0, approved in the 56th GST Council meeting on September 3, marks a new phase aimed at boosting demand. The reforms rationalise the structure by reducing slabs from four to three, scrapping the 12% and 28% categories. Most items now fall under 5% and 18%, while a 40% slab is reserved for sin goods. Certain essentials have been placed under a Nil GST rate to directly spur consumption. These changes will take effect from September 22, coinciding with Navratri’s first day.

As per ANI, Axis Securities said the move is expected to benefit MSMEs and SMEs and revive credit growth, while boosting consumer demand in sectors such as durables, retail, FMCG, automobiles, cement, real estate, and building materials. The report added that higher discretionary income will strengthen the consumer discretionary segment, eventually reviving private capex, which has remained weak.Union commerce and industry minister Piyush Goyal also described the GST reforms as “game-changing” and the “biggest reform since independence,” reported news agency PTI. He said the move would support demand across sectors, benefit every consumer, and play an important role in India’s growth journey towards becoming a developed country by 2047.

“Every stakeholder in the country, every consumer, stands to benefit,” Goyal said, urging industry to pass on the benefits. He credited Prime Minister Narendra Modi for leading what he called the “biggest ever reform that India has seen since independence.”The minister added that the reforms, coming ahead of the festive season, are like a “Diwali gift” that will not only reduce taxes on daily essentials but also create a virtuous cycle of greater demand, investment, and job creation.