Indian Scenario

The FMCG industry in India loses Rs.8000 Crore, which is about 15% of total market size, per year to fake goods manufacturers.Pharma Industry in India loses around Rs.4000 Crore ie; 40% to counterfeiters. Name a product and you will find between 2 and 200 copies of it that compete for customer attention. The government loses Rs.15000 crore and the industry all in all loses Rs.30,000 crore to the counterfeits.

A brand represents image and the consistent assurance of quality that a customer has the right to expect. However, duplicate products that enter millions of homes today bleed brands of their revenue and reputation, adversely impacting consumers and manufacturers alike.

In rural India, where the incidence of piracy is four times that of urban India, the impact of counterfeits is even more pronounced. However, the consumer is either unaware of or apathetic to the menace. Since spurious goods sold under fake brands physically impact the consumer, a consumer push is needed to act as a necessary catalyst to address the problem. Recognizing the urgent need to convert consumer apathy to concern, Kavach's customized brand protection system also includes a consumer awareness programme.