Rural India will continue to outpace urban expansion in FMCG sales: Kantar

Rural India remains a "bright star" for the growth of fast-moving consumer goods sales and the region is expected to maintain better pace of expansion than urban areas in the second quarter of 2024, a report said on Friday.

According to a report from data, insights and consulting firm Kantar, rural India will maintain "better growth levels" racing ahead of the urban markets for FMCG (fast-moving consumer goods) companies in the second quarter (April-June) of 2024.

Terming the rural market as a "bright star", the report said it had a "resurgence" in 2024. While urban is likely to remain under stress, the rural may consolidate its position in second quarter of the year, it said.

This growth in the rural areas is helped by region-centric measures by the government in the interim budget earlier this year, which provided stability.

Moreover, populist measures are expected by some states which are going to face elections this year, said Kantar FMCG pulse report for Q2.

"We should also b