Sustainable Brand Positioning in Indian FMCG Sector: A Multi-Criteria Decision-Making Approach

Srinivasa Kumar D; Jikku Susan Kurian; Bindu Madhavi N; Devanna H; Parveen Sharma; Nellore Manoj Kumar

doi:10.54392/ajir25211

Authors

Srinivasa Kumar D Department of Basic Science and Humanities, GMR Institute of Technology, Rajam, Andhra Pradesh-532127, India. Author https://orcid.org/0000-0001-9043-095X
Jikku Susan Kurian Symbiosis Institute of Business Management, Constituent of Symbiosis International University, Pune, Hosur Road, Bengaluru-560100, Karnataka, India. Author
Bindu Madhavi N KL Business School & KL Centre for Distance & Online Education, KLEF Deemed to be University, Vaddeswaram-522302, Guntur District, A.P., India. Author
Devanna H Department of Electronics and Computer Engineering, Vignan Institute of Information Technology (Autonomous), Duvvada, Visakhapatnam-530049, Andhra Pradesh, India. Author https://orcid.org/0009-0005-8795-6690
Parveen Sharma School of Mechanical Engineering, Lovely Professional University, Phagwara-144411, Punjab, India. Author https://orcid.org/0000-0002-7351-0525
Nellore Manoj Kumar Department of Mathematics, Saveetha School of Engineering, Saveetha Institute of Medical and Technical Sciences (SIMATS), Thandalam, Chennai-602105, Tamil Nadu, India. Author https://orcid.org/0000-0002-1349-800X

DOI:

https://doi.org/10.54392/ajir25211

Keywords:

Sustainability, Brand positioning, Multi-Criteria Decision-Making (MCDM), FMCG Sector, India

Abstract

Sustainable brand positioning has emerged as a strategic imperative in the Indian fast-moving consumer goods (FMCG) sector, driven by evolving consumer values, regulatory shifts, and environmental challenges. This study adopts a structured Multi-Criteria Decision-Making (MCDM) approach, employing Interpretive Structural Modeling (ISM) and MICMAC analysis to identify and analyze the interrelationships among eight key enablers of sustainable brand positioning. The findings reveal a clear hierarchical structure, with environmental concern and innovation capability identified as foundational drivers, while consumer trust and cost considerations serve as sensitive linkage variables. Digital influence and stakeholder engagement emerge as outcome factors, largely shaped by upstream strategic actions. The MICMAC classification further confirms these dynamics by categorizing variables into driver, linkage, dependent, and autonomous groups. These insights provide actionable guidance for brand managers and policymakers seeking to embed sustainability into brand strategy. The study contributes to the sustainability and marketing literature by offering a systems-based framework tailored to the Indian FMCG context, with implications for strategic planning, stakeholder engagement, and long-term brand equity development.

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