In the September quarter, rural grew at 5% in terms of value, sharply slower than 20% reported in the year earlier. Urban India grew at 8% compared with 14% in the year-ago period. Across urban and rural markets, September quarter growth rates dropped to 7.3% from 16.2% in the year earlier. Rural India contributes 36% to overall FMCG spends and has historically been growing around three-five percentage points faster than urban. Nielsen tracks consumption of branded fast moving consumer goods in over 80 categories across urban and rural India.

Source: Mint October 17, 2019 17:59 UTC