With no sight of inflation coming down in the coming months, the consumers have become more price-sensitive while purchasing items of everyday importance. Inflation has not only burdened the pockets of buyers but has also put pressure on manufacturing companies. As the industrial production remained sombre at 1.9 per cent in March this year owing to the poor performance of the manufacturing sector, FMCG companies are trying pretty hard to survive inflation. In order to weave their way out from the problem of inflation, some went with the natural route of increasing prices, while others mainly major industry players have now opted for ‘Shrinkflation’—a combination of the works shrink and inflation.