author(s)
Akash Ambilwade and Harsha Goyal

abstract
This research studies how the digital transformation affects customers and how social media analytics greatly affects fast-moving consumer goods (FMCG) firms in India. The study describes consumer interaction well by merging primary data from Dave’s (2016) ^[10] and Pavithra’s (2018) ^[11] studies of 134 respondents in 25 Indian cities across 11 states. Important data reveals that the 20-29 group is involved in the greatest number of conversations about FMCG on various social media. Facebook’s ongoing dominance as the most popular platform, along with Instagram and Twitter, shows just how much marketing potential is found on multipurpose social networking sites. Based on what the data shows, almost every internet user engages with social media almost every day, making exposure for brands almost certain. Even though the survey scans across different FMCG types, consumer electronics were the category that drew the most attention from social media audiences. It is also known from research that things like seeing ads, sharing news, and leaving feedback all greatly impact a customer’s buying decisions. The regularity of daily social media usage in both datasets is confirmed by a two-proportion Z-test. In the dynamic Indian market, a combined approach gives FMCG companies valuable insights to lead better customer interactions, improve their social media strategies, and set up lasting trust in their brands.