FMCG rural growth hits 7-year low; poor consumption pulls down retail sales

Slowing fast-moving consumer goods (FMCG) market got worse during the September quarter (Q2), with volume growth in rural India plunging to a meagre 2 per cent from 16 per cent a year ago. North India, the largest market for FMCG, saw volume growth falling to 1 per cent from 17 per cent as the FMCG volume shrank by 2 per cent the villages. Slowdown in South India, however, plateaued with growth rate matching that of last year.