Trade liberalization policies have increased foreign direct investment from Indian firms as well as from multinational corporations. The resultant increasing disposable income, the growing numbers of upper and middle-class consumers and the declining poverty rate have transformed the Indian retailing industry into the fifth largest in the world. The Fast Moving COnsumer Goods (FMCG) sector in India has also grown rapidly and is currently the fourth largest sector in the Indian economy. This potentially lucrative market, both in terms of size and growth rate, has resulted in wolrd-wide attention from the largest retailers. The FMCG marketplace, consequently, has become increasingly competitive as FMCG retailers resort to frequent price changes and an increasing array of promotional techniques to build and maintain store traffic.