The average of the rural FMCG basket saw a 60 per cent rise from 5.8 in 2022 to 9.3 in 2024 as it expanded to include convenience products like ready-to-eat packages and beverages, stated the fifth edition of the Rural Barometer Report, brought out jointly by GroupM and Kantar, which surveyed 4,376 rural adults across 20 states.
"This reflects the evolving lifestyle and rising purchasing power in rural areas. This positive trend in expansion of FMCG category basket is accompanied by growing rural incomes and diversity of income sources including salaried income," the report stated.
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