Rural India's appetite for FMCG grows by 60%; what's behind the surge?

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Rural India's appetite for FMCG grows by 60%; what's behind the surge? - Business Standard

Quick Summary:

The Kantar and GroupM study highlights a nearly 60 per cent growth in the average FMCG basket size for rural consumers, increasing from 5.8 in 2022 to 9.

Rural shoppers are also purchasing more convenience items, attributed to a broader range of income sources.

The Rural Barometer Report, which surveyed 4,376 adults across 20 states, also sheds light on digital trends in rural India.