Abstract
Customers nowadays are more informed than in previous generations, and they assess both branded and unbranded products in terms of quality, value, and price. The study's primary goal is to see whether there's any link between brand equity and operational company performance. The research was conducted in the Indian FMCG sector across five states with a diverse customer base, including gender, age groups, educational backgrounds, and socioeconomic status. The data is collected from 126 respondents using a well-structured questionnaire and a random selection method. The data was analyzed using descriptive statistics and factor analysis. A hypothesis is created and put to the test. Taking into consideration the three distinct kinds of FMCG goods examined for the study-toilet soap, washing powder, and packaged tea-the findings indicate that the degree of variance was not particularly great.
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