According to Santosh, companies have exhausted their potential for further shrinking pack size of products and we may now see them attempting to raise their prices. We saw this happen in confectionary and shampoos more than a decade ago when 50p products moved to rupee one resulting in a short drop in sales, but the market eventually settled at the higher price range. Changing product formulation is very much a possibility but may not be applicable in many product categories. Many of the shampoo and chocolate brands have done this in the past where the product in larger SKUs is different from the ones in smaller SKUs.
