Are BTL Activities Profitable in the FMCG Industry?

Published On
August 2, 2025
BTL activities offer FMCG brands a personal, cost-effective way to engage customers. With high conversion potential and measurable impact, these strategies are becoming essential for driving volume sales and standing out in a competitive market.

The FMCG (Fast-Moving Consumer Goods) industry is one of the most competitive sectors today. Companies are always looking for smart ways to get noticed and boost sales. One popular strategy is BTL (Below-The-Line) marketing. But are BTL activities really profitable in the FMCG industry? Let’s break it down in simple words.

What Are BTL Activities?

 BTL activities are marketing actions that target specific groups of people, rather than the whole public. These include things like in-store promotions, product sampling, roadshows, contests, and direct consumer engagement. Unlike TV ads or billboards (ATL:  Above-The-Line), BTL is more personal and interactive.

Why Do FMCG Brands Use BTL Activities?

The FMCG market is crowded. Brands need to stand out and connect directly with shoppers. That’s where BTL activities become helpful. BTL activities help brands:

  • Let customers touch, feel, or try products before buying.
  • Collect feedback and understand what customers like.
  • Build trust and loyalty by creating personal experiences.
  • BTL is flexible. Brands can change their approach for different regions, cultures, or age groups.

Are BTL Activities Profitable?

Let’s look at some facts and figures:

  • The Indian FMCG sector is growing fast, with an expected CAGR (Compound Annual Growth Rate) of 27.9% from $179.94 billion to $1007.45 billion by 2029.
  • The BTL industry itself is growing at 20% year-on-year and is expected to reach $300 billion by 2029.
  • Food brands and other “impulse purchase” FMCG products are spending over 60% of their marketing budgets on BTL activities.
  • BTL activities are more cost-effective than traditional ATL campaigns, allowing brands to get better returns on their marketing spend.
  • BTL campaigns are easier to track, so brands can quickly see what works and what doesn’t.

Key Benefits of BTL Activities

  • Direct Engagement: Brands talk to customers one-on-one, making a real connection.
  • Higher Conversion: People who try a product are more likely to buy it.
  • Personalization: Brands can tailor their message for different groups.
  • Cost-Effective: Less money wasted on people who aren’t interested.
  • Measurable Results: Brands can track sales, feedback, and engagement quickly.

Challenges to Keep in Mind

  • FMCG profit margins are usually small, ranging from 2% to 25%.
  • The real profit comes from selling large volumes, not just from one campaign.
  • BTL activities need careful planning and smart budgeting to be truly profitable.

Conclusion

BTL activities are not just a trend; they are becoming a core part of FMCG marketing. They help brands connect with customers, boost sales, and build loyalty, all while being cost-effective and easy to measure. In a fast-growing and competitive industry, BTL activities can definitely be profitable, if done right. Want to launch a successful BTL advertising campaign? Connect with Vigyapan Mart experts today. 

‍