Rural demand for FMCG dips 17% in Nov as post-festive consumption slows

Urban demand also hit, but not as badly; Overall FMCG sales decline 15.3% MoM and 2.7% YoY

Rural demand for fast-moving consumer goods (FMCG) in November dropped because of a loss of momentum after the festival season.

Urban demand too has been affected, but the fall in rural consumption has been steeper on a month-on-month basis.

Demand in rural areas was down 17 per cent in November over October and urban demand decreased 10.1 per cent, according to the data by Bizom, a retail intelligence platform.  

Overall, India’s FMCG sales declined 15.3 per cent while they were down 2.7 per cent on an annual basis.

“FMCG sales have dropped month-on-month in November as stocking at kiranas has fallen significantly. Year-on-year sales