New Delhi, Sept. 25 -- Many established fast-moving consumer goods (FMCG) companies are acquiring direct-to-consumer (D2C) players with fundamentally distinct business models in terms of distribution and marketing, according to Crisil Ratings.

The rating agency stated that the outcome is a clear boost to growth and expansion into premium segments for FMCG companies.

These acquisitions provide FMCG companies with access to personalised consumer insights, a unique feature of the digital channels that can drive accelerated feedback, rapid innovation cycles and targeted marketing. Thus far, the modest size of these acquisitions has not impacted the credit profile of acquirers.

A study of 82 FMCG companies rated by Crisil Ratings, along wit...