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Amid strengthening demand in small towns and rural areas, Indian businesses are expanding beyond metros. In the September quarter, packaged consumer goods in India witnessed 9% growth in value and 8.6% in volume, driven by increased spending in rural regions on essentials and discretionary products. This recovery followed four quarters of subdued growth due to factors like rising food and fuel prices.
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Internet penetration, urbanisation and the limited variety of products available at local stores are the primary reasons for the expected growth in smaller cities, data from the report, titled ‘E-commerce Logistics: Unveiling Data Driven Shopping Patterns showed.
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