At around 1.35pm, Nifty FMCG was trading at 33,351.40 up 135.55 points or 0.41%, after touching a high of 33,407.25 and low of 33,220.00 during intraday trade on Wednesday.
The index opened at higher at 33,393.05 against previous close of 33,215.85.
HUL surged 1.40% at Rs2,229.10 per piece on Wednesday, hitting a day's high of Rs2,232.40 per piece . In an effort to eliminate stereotypes, HUL will reportedly remove the word 'normal' from the packaging and advertising of all beauty and personal care brands.
Britannia also advanced 1.40% at Rs3,474.65 per piece after hitting day's high of Rs 3,477.00 per piece.
Dabur gained 1.17% while Tata Consumer moved up 1.03%.
Marico, Godrej Consumer and Procter & Gamble Hygiene were also bullish while Nestle India was marginally higher.
Emami shed over 1% to emerge the biggest laggard while United Spirits and ITC also struggled.