June FMCG sales back to pre-Covid-19 levels, thanks to rural India: Nielsen

The Indian industry has a delayed recovery in comparison to other countries, but the FMCG sector has touched pre-Covid-19 level sales in June primarily helped by a rebound in rural consumption and sales from traditional channels, said data analytics firm Nielsen on Friday.

According to Nielsen, both urban and rural sales are growing but the recovery/sales from the undeveloped semi-urban/rural quarters are much faster and traditional trade channels as neighbourhood and Kirana stores have scored over modern trade outlets as retail outlets and hypermarkets.

Compared with other global markets such as China, Malaysia, Indonesia and Thailand, the industry in India has witnessed