Source: LiveMint.com, Oct 06, 2019
New Delhi: It’s been months since Phool Bai, the wife of a daily wager from Nateran village in Madhya Pradesh’s Vidisha district, last purchased toothpaste. The shop from which she purchases her monthly household supplies has stopped selling goods to her family on credit over past dues, forcing her to cut down to the bare essentials.
In India’s rural hinterland, Phool Bai’s story isn’t unique. Thousands of vulnerable low-income households are falling back into extreme poverty. They are at the heart of a rural demand slump witnessed by packaged consumer goods makers. India’s villages account for more than 35% of overall FMCG sales. Read the rest of this entry »