This study investigates the effectiveness of the promotional strategies in the sales performance of FMCG products in India. The study uses convenience sampling and has selected 245 dealers of various FMCG products in India. Data was collected with the help of a structured questionnaire and analysed using ANOVA and Multiple Regression, Finally this study conclude that there is a significant difference in the promotional strategies used by various companies in India and there is positive impact of various promotional strategies-Price based promotion- (Discount, bundles, Coupons), Non-Price based -Promotion-(advertising, free samples, product demos), Digital promotions-(Social media, influencer campaign), Seasonal and festive promotions, In-store promotions-(Point of sale displays and loyalty programs) on sales performance of FMCG products in India.