I am pretty sure that what has started in soaps and oral care will slowly spread to other categories - investors wont get price increase, volume increase as well as margin expansion in these companies.
P&G has a listed company in India - Procter and Gamble Health and Hygiene - through which they sell Whisper and Vicks. They also have a 100% subsidiary, through which they sell everything else. There seem to be serious corporate governance issues here - at a time when media costs are falling for all other FMCG companies, this company has a huge jump in media costs on no new product launches. The same is true for employee costs. I guess P&G India is booking its costs in the listed company, so that they can depress the share price and then delist it at a later stage.