The earnings of rural households over the last few years have been impacted by modest hikes in Minimum Support Prices (MSPs) and a decline in commodity prices, which has mainly been influenced by global factors, Icra said.
For instance, domestic cotton prices weakened by 20 per cent from their peak in FY14 to FY16, due to the change in China's procurement policy and the declining competitiveness against PSF due to lower crude oil prices, it said.
"While agriculture plays an important role in the rural economy, it employs 64 per cent of rural manpower. The rest is contributed by sectors like construction (11 per cent), manufacturing (9 per cent), trade and transport (9 per cent) and others.
"Thus, revival in some of the key sectors will also be important for rural demand recovery," Icra Ratings Senior GVP Subrata Ray said.
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The number of households getting employment under the MNREGA scheme also increased in 2015-16 by 38 per cent to 176 million.
However, what still remains a challenge is the subdued pick-up in industrial capex and the real estate markets, which are also an important source of rural employment.
"Apart from the central government, many of the state governments have also allocated a greater proportion of their annual budgets towards sectors that have a direct influence on the rural economy.
In contrast to the trends in rural economy, demand from urban markets has been on a recovery trend over the past 4-6 quarters, led by lower inflationary pressures, softening interest rates and improving consumer sentiments, Icra said.
"In addition to these factors, we believe that aggressive promotional strategies, discounts and other initiatives by companies have also supported demand recovery to a great extent across sectors," it added.