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Small towns driving FMCG growth

Over last three years, middle India, or consumers in towns with a population between 100,000 and 1 million, has largely driven consumption of fast-moving consumer goods (FMCG). But, now, the trend is increasingly shifting to small towns, or areas with population less than 100,000. A study released by market research agency Nielsen shows small towns have been the prime driver of FMCG growth in the last 12 months. “FMCG growth in small towns has been around 19 per cent as opposed to about 11 per cent in metros, and 12-13 per cent in middle India. Rural (India), too, has been below 15 per ...