Middle, rural India driving FMCG firms’ strategic priorities: Nielsen

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Recovering and bouncing back to pre-COVID-19 levels, the middle and rural India is driving the “strategic priorities” of the FMCG firms, according to market research firm Nielsen, adding the contribution of smaller towns is rising in the e-commerce channels.

The FMCG (Fast-moving consumer goods) companies are now increasing focus on the rural areas which retail about 40% of industry sales, said the market researcher in its fifth FMCG forecast.

“From our analytics solutions of e-commerce channels, we see the same phenomenon reflecting in different sectors beyond FMCG also, where there is an increasing contribution of lower town classes to overall e-commerce in the period of May to August vis-a-vis pre-COVID levels,” it said.