Developing big data enabled Marketing 4.0 framework

•Adoption of Marketing 4.0 practices majorly help firms in following: (i) Personalized targeting, (ii) Real-time customer insight, (iii) Efficient marketing campaigns and (iv) Strategic use. Each of the themes is discussed in context with BD-enabled marketing.•BDA tools helps in developing efficient market campaigns for a newly launched FMCG product and help in promotional activities by identifying and targeting consumers.•BDA enable an FMCG firm to monitor their reactions in real-time and marketers can go for personalized targeting.•The BDA finds its application in monitoring and tracking customer sentiment and behavior in real time thereby getting perception about a product from consumer point of view.•The strategies of FMCG product marketing to be opted by the firms are based on the innovations of business models and the data science being used. Due to the industrial revolution and, thereby with, the emergence of Industry 4.0, there has been an impact on the marketing of business firms, enabling them to digitally transform and adopt Marketing 4.0 practices supported by smart technologies. One of these is Big Data Analytics (BDA), which enables a firm to improve its marketing practices. The main objective of this study is to evaluate how integrating big data technology improves the marketing strategies of Indian FMCG companies operating in a dynamic and highly competitive market distinguished by its size and diversity, constantly changing consumer behaviour, and Marketing 4.0 trends. This study adopts a systematic approach to coding an interview with seasoned Indian FMCG professionals to explain the capabilities of Big Data in molding marketing practices. A framework is constructed based on the same. The theoretical and practical implications are discussed to visualize its applicability in business. Further, the Resource-based View (RBV) theory is discussed for describing the insights into the role and adoption of Big Data by Indian FMCG firms for enhancing performance and achieving competitiveness, along with demonstrating its benefits for decision-making, customer loyalty and internal capability assessment.