FMCG companies say their approach of taking calibrated price rises will continue. "In the given scenario, that is the best possible option," admits Sunil Duggal, chief executive officer, Dabur India. Agrees A Mahendran, managing director, Godrej Consumer Products: "Not everything has been passed to consumers. Firms have been cautious in their approach. The pass-on has been necessary when it has been impossible to absorb input cost pressures."