Kolkata, often referred to as the City of Joy, is located in the eastern part of India in the state of West Bengal. Due to price-sensitivity and low disposable incomes, consumers in the city mostly prefer mass products. In addition, the people in the city have a strong affinity for home-made remedies, using ingredients such as curd, honey and others. The home-grown players in the market also enjoy high popularity amongst citizens, offering different products in the natural and herbal segment.
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