Indian fast moving consumer goods companies are likely to keep facing stiff competition from regional brands, not only because entry barriers have been lowered for new players, but also due to the fact that consumers are now seeking more variety in products, and brand loyalty is proving to be elusive, said Anand Ramanathan, partner and consumer products and retail leader at Deloitte India. "There is enough and more local competition which will give all of these players a run for their money," Ramanathan told Informist in an interview.