FMCG categories like home care, packaged foods, branded commodities and personal care have driven the rural sales turnaround in February this year, as the hinterland outpaced urban growth. This, according to data, underscores rural India seeing real growth for the first time since August 2022. In February 2023, while urban sales grew 5.5% as compared to the year-ago period, rural sales expanded 12.4%.
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