While metros will remain a staple for marketers and increasing a rural footprint will be critical for volumes in the long run, there is a growth opportunity that is vastly under-rated by many marketers today. Middle India, a region made up of approximately 400 towns each with a population of 1-10 lakh, are home to 100 million and today constitute up to 20 per cent of the country’s FMCG consumption.
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