According to market research agency Nielsen's third quarter numbers, rural growth has plunged to a low 5 percent from a high 20 percent in the corresponding quarter
Consumer index underperformed the broader indices in November as investors looked at alternatives
FMCG product sales in the rural market in this quarter grew by a meagre 5.9%
While 7% growth in F&B pulled up the sector, the segmental growth was subdued between 2012 and 2016