Durables firms fear slowdown in rural regions as Covid-19 cases rise

During unlock, most consumer goods makers, including durables majors, turned their attention to small towns and rural areas

Over the last six-nine months, it is the small towns and rural areas in India that have been key to reviving consumer demand, even as the Covid-19 pandemic disrupted life in the big cities.
 
That trend appears to be reversing now as small towns see stringent restrictions and curfews amid a fresh surge in Covid-19 cases. While big cities remain vulnerable, states such as Maharashtra, Punjab, and Kerala are imposing stricter measures in small towns to curb the rising tide.
 
“Yes, the second wave of Covid-19 seems to be widespread. This will impact demand from the smaller towns.