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FMCG companies in a faster lane in rural markets

Higher farm income, minimal retail disruption during lockdown, migrant workers returning home drive sales.

By Sagar Malviya and Ratna Bhushan, ET Bureau |Updated: June 29, 2020, 07.06AM IST
MUMBAI | NEW DELHI: Consumption growth in rural India is outpacing the rate of expansion in cities and has already reached 85% of pre-Covid average sales underpinned by higher farm income, minimal retail disruption during the lockdown and migrant workers returning home. In comparison, urban market sales were relatively lower at 70% in May, according to Nielsen’s latest data.
apparel to home products, have opened in smaller towns and are clocking sales at 60-70% of pre-Covid levels with only serious buyers turning up. “With the migrant labourers also moving, I think there's a possibility that rural and smaller town are less impacted and that is an opportunity for us,” United Spirits managing director Anand Kripalu said last week.

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