Rural India's share of affordable-premium FMCG volumes has crossed 50%, up from 45% in 2021, according to Worldpanel by Numerator data. But most FMCG companies are still running urban-first premium strategies. The real battle is over rural-specific premium architecture.
Tags: Rural FMCG, Premiumisation, Consumer Strategy, FMCG India, Rural Distribution, Monsoon Risk
Category: Consumer Strategy
