Fake brands that closely resemble popular FMCG brands like Dairy Milk, Life Buoy, and Fair & Lovely are common in rural Indian markets. These fake brands fall into two categories: counterfeits that use identical packaging/graphics/names, and pass-offs that use similar sounding names or packaging. Fake brands are more prevalent in rural areas due to lack of awareness and distribution challenges for real brands. FMCG companies lose an estimated 30% of rural business and 2500 crores annually to fake brands, damaging their brand image and loyalty. Companies are trying strategies like special packaging, informant networks, and consumer awareness to curb fake brands in rural India.