# FMCG firms hold festive prices despite rising commodity costs

2026-09-20T16:11:32+00:00 | Business & Economy | Indian Opinion Desk

Corroboration: 3 independent outlets

FMCG companies plan to hold prices through the festive season despite rising costs for sugar, edible oils, coffee, cocoa and packaging materials, industry executives said. Firms implemented 2-5 per cent price hikes in the June quarter and will not raise them further until at least Diwali, prioritising volume growth over margins. ITC Foods chief Hemant Malik said the company is attempting to hold prices but may revisit decisions in Q3 or Q4 if cost pressures persist. Dabur CFO Ankush Jain said the company is watching the situation, while Parle Products CMO Mayank Shah expects no major hikes until October-November, citing strong demand and recent easing in sugar prices after government measures. Shah added that companies prefer volume growth over price increases right now, focusing on operational efficiencies to protect profitability. The next possible price corrections may come in the second half of the financial year if input costs remain elevated.

## Indian Opinion Analysis

The coverage is uniform straight reporting: all three outlets carry the same PTI-sourced statements from ITC, Dabur and Parle executives. No outlet foregrounds a conflict or challenges the corporate line. The balanced reading confirms that FMCG firms are absorbing input-cost inflation now but openly flag a possible price review in Q3 or Q4. The concrete item to watch is the first quarterly earnings call after Diwali, where executives will disclose whether margins forced the promised 'corrections on prices'.

## Coverage

- timesnownews.com (neutral report) <https://www.timesnownews.com/business-economy/companies/supply-constraints-drive-up-costs-will-fmcg-companies-raise-prices-what-executives-say-article-156190446>
  Straight PTI reprint, no added slant
- rediff.com (neutral report) <https://www.rediff.com/business/report/fmcg-companies-absorb-rising-costs-prioritise-volume-growth-amid-festive-season/20260920.htm>
  Straight PTI reprint, no added slant
- cfo.economictimes.indiatimes.com (neutral report) <https://cfo.economictimes.indiatimes.com/news/strategy-operations/fmcg-firms-to-hold-prices-despite-rise-in-commodity-costs-prioritise-volume-growth/134378416>
  Straight PTI reprint, no added slant

Tags: Dabur India, FMCG, Hemant Malik, ITC, Parle Products, PTI
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