In recent years, social media has evolved from a simple means of amusement and networking to a powerful marketing arena dominated by influential users. People that have a large following on social media are considered influencers because of the material, opinions, ideas, and originality they provide. These figures have a disproportionate effect on the youth of today. As a new kind of marketing, influencer marketing goes beyond just selling a product to focus on establishing credibility and familiarity between a company and its target demographic. More and more businesses are using influencer marketing because the amount of internet users, and thus influencers, continues to rise. The goal of this research was to find out how influential social media users were in the purchasing decisions of their followers when the epidemic hit. The fast-moving consumer goods (FMCG) industry is the country's fourth largest economic driver. "FMCG" stands for "fast moving consumer goods." industry has found success in marketing to people of modest means all over the world, and India is no exception. These days, middle class homes account for over 70% of sales, while rural India accounts for over 50%. The industry is optimistic because of the rising salaries of the rural people, which means more money to spend on products that enhance quality of life. Many fast-moving consumer goods (FMCG) producers are preparing to outline robust new strategies for concentrating on the country shopper after seeing firsthand the severe competition and close proximity of urban India. The fast-Moving Consumer Goods (FMCG) sector in India is undergoing a transition, or a shift in its growth pattern; this is to be expected, given the country's dynamic economy. The demand from rural areas for consumer goods will grow as more people move there. Even while urban markets are growing, the percentage of new customers and families is higher in the rural sector. Therefore, a comparative analysis of the growth of the FMCG industry is conducted. This paper will examine the potential and threats facing the fast-moving consumer goods (FMCG) business in India as a whole in light of rising levels of brand recognition and familiarity among consumers of all income brackets.

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Keywords: FMCG, Social Media, Influencer, Marketing, Income Disparity, Indian Economy.