Wadhwani Advantage – FMCG is a growth-focused scalerator program for emerging FMCG companies in India to drive brand visibility and retail sales across channels. The program is structured to scale revenue possibilities for companies by ACCELERATING CUSTOMER ENGAGEMENTS and driving operational efficiencies.

Our portfolio companies will gain access to FMCG brands, channel partners and retail chains in addition to marketing and advertising support.

As one-of-its-kind scalerator for FMCG companies in India, the Wadhwani Advantage – FMCG brings deep industry linkages for scaling both supply and demand for consumer packaged goods.

Industry Partners: Connections to leading corporates, channel partners and service providers in consumer goods industry for pilot projects and partnership opportunities.

Traction Metrics: Our growth coaches, domain experts and mentors will work with participating entrepreneurs one-on-one to help achieve tangible growth with a focus on right ‘Traction Metrics’.

How Does it Work?

Selected high-potential FMCG companies will accelerate their growth with the help of our team of high-class entrepreneurs, investors and partners. By leveraging direct access to key contacts in the industry, the selected companies will achieve accelerated growth that would normally take 18+ months.

Participating companies will be able to pilot and scale their product placements, sales, distribution and brand visibility through corporate collaborations. In addition, the program also works with stakeholders across the FMCG value chain connecting the companies to service providers such as logistics, manufacturing, product design, packaging and many more. Throughout the program, companies will have ongoing meetings with collaborators and will be able to build partnership opportunities.

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Who Should Apply?

  • FMCG companies and SMEs with annual revenues of INR >50Cr or 250+ employee base
  • Companies in the following industry sectors:
    • Consumer Food Products
    • Consumer Health and Wellness Brands
    • Household Consumer Products
    • Food & Beverage Retail
    • Sustainable Packaging
    • FMCG Retail
    • Personal Care

Cohort Speak


Wadhwani Advantage has been instrumental in setting up processes and creating frameworks for us. The mentor support we received helped us address our branding challenges.

Maulick MistryCEO & Co-founder, Mojo Bars

We have had truly insightful discussions with industry experts, on the dos and don’ts and how the offline market works. With Wadhwani Foundation, we think in the next three months we would achieve growth that would be possible in next 18 months. We are looking forward to connect with channel partners and scaleup our business.

Yash Anup HisariaFounder, St. D’Vence

Great effort by the team Wadhwani. Special thanks to Avinash for the great insights on distribution, retail placement and positioning. Thanks for the connects.


The Wadhwani Advantage program helped us fine-tune our core strategies and the branding aspects of our products. It additionally helped us address our challenges in narrowing down our market, mode of selling, identifying our customers and much more. Lastly, the networking connects, and the mentoring we received was the most important contribution of the accelerator program.

Nikhil Vasant JaipurkarMacrobiotic Herbals

The Foundation has been able to get Industry experts from across various fields from Online to offline retail and it has been quite a learning and we highly recommend this program to any young and energetic entrepreneur. Kudos to the entire team for putting in the effort, a special thank you to Mr. Wadhwani for making this possible for us. Please keep the engagement going for as long as possible. We’ll make you proud!

Akarsh MakhijaFlyberry Gourmet

The WF team is as passionate as we are- kudos to time entire team. This program is aptly placed to give us the kind of support to help us scale.We are very confident that things that we have been trying to figure out on our own in the last couple of years regarding getting into Supermarkets, tapping distribution channels and retail etc will get answered in a much faster way through this.

Muralidhar KadambiJarlie

When we start a business, we are so focused on the product that we often ignore important factors involved in running a startup. I would recommend this program to all entrepreneurs so that they become aware of these critical factors

Venkatesh AnilkumarManaging Director, Arshaveda

Wadhwani Foundation has enabled us to become aware of the different channels available to us; both traditional and modern. Learning from peer-experiences of their entrepreneurial journey has also provided us with insights into the current market scenario

Harsh BatraFounder, Happy Ratio

Portfolio Companies

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