THE CONSUMER GOODS industry has been grappling with poor demand in rural areas. With the monsoon season now nearing its end, the country's consumer goods manufacturers and economists are increasingly placing their bets on a revival. As a prolonged slowdown in consumption of goods and services in the hinterlands hurt the leading fastmoving consumer goods (FMCG) firms and, consequently, the overall economy, demand revival has been on top of most people's minds. Consumption had slowed down beginning in 2021 due to steep inflation that impacted the fragile purchasing power of rural households. With indications of an uptick in demand, industry veterans are banking on a good monsoon for a sustained revival in the second half of FY25.
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