Rural India is no longer the traditional market it once was. Households in the hinterland have grown the size of their staples-to-shampoos basket by about 60% in two years, driven by income growth, better infrastructure and digital adoption, according to a report by Kantar and GroupM.
The average number of fast-moving consumer goods (FMCG) products in the basket of rural households has risen from 5.88 in 2022 to 9.3 in 2024, said the fifth edition of the Rural Barometer by Kantar and GroupM. That signals growing aspirations and spending power among rural consumers, who are now more connected and exposed to modern consumption patterns than ever before.
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