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FMCG businesses are taking note of the correlation between mobile data consumption slipping sales growth as some of India’s largest consumer companies have slipped to a two-year low. Indians can buy mini-data plans at the same mom and pop stores where they buy their snacks and a new wave of affordable smartphones has brought hundreds of millions of Indians online for the first time, reports the Wall Street Journal.

We are competing for the consumer’s wallet not just with beverages and other impulse categories, but also with data services on phones. – Venkatesh Kini, President of Coca-Cola India.

With low disposable income, the majority of Indians face difficulties affording monthly data plans and only get online when they have spare change. For a quick glance  on Google, Vodafone Group PLC offers data plans for as little as  15 cents at a time, around the same price as a bag of crisps.

Anup Kapoor, who runs a mom and pop store says that data and voice plans make up for 70% of his daily sales.

The battle for limited space in India’s tiny storefronts is competitive. Cellular companies sponsor sings to make sure customers know that their local mom and pop shops offer more than candy. Kapoor’s shop has a big sign of Vodafone, while posters of Frito-Lay chips and Coca-Cola are smaller.

I can do without conditioner. But I can’t do anything without my phone, I can’t hear songs, surf the net or chat with friends,” says Lakshmi Kumari, domestic worker. 

A version of this appeared in Wall Street Journal on August 15. Read the full version here.

Unilever, the $130 billion dollar multinational consumer goods company is speculated to be paying $1 billion, in cash for Dollar Shave Club (DSC), reports Fortune.

DSC is a full male grooming business on track to exceed $200 million in turnover in 2016.

This transaction thus also would represent the largest multiple for a ecommerce startup in history.

DSC has grown to become a dominate player in the male grooming business since its founding in 2012. Its revenue last year was $153 million and the company’s 3.2 million members will be a valuable addition to Unilever and increase the company’s exposure to a growing demographic.

DSC funding history

Dollar Shave Club had raised over $160 million in venture capital funding, most recently last November at a $539 million valuation. Its seed round of funding was led by Forerunner Ventures, its Series A and Series B rounds were led by Venrock, while Technology Crossover Ventures led its two subsequent rounds.

The company’s founder and CEO Michael Dubin will continue to run the company, which will operate its direct-to-consumer razor business as an independent entity.

What does this mean for Southeast Asia?

DSC generated a mass volume of orders from a small range of products, namely $1 razors. Many businesses in Southeast Asia can adopt their practices. The secret? A subscription model.

Low-priced items do not make the investment into brand.com worth it unless coupled with other strategies such as order bundling, subscription models or charging delivery fees.

A version of this article can be found in Fortune and TechCrunch on July 20. The deal was released July 20 in Business Wire. Find the full press release here.