As per consumer goods of companies, presently, rural Indians are gradually opting for smaller packs of detergents and toothpaste as the shrinking incomes constrained them to cut on spending. Jyothy Laboratories, the seller of Henko detergent and fabric whitener Ujala said that the deal of packs that cost ₹10 has gone up significantly in rural markets. Packaged goods company Marico Ltd said that consumers choosing cheaper options may have affected sales of its value-added hair oils in rural markets.

Ullas Kamath, joint managing Director of Jyothy Research Laboratories said that rural proceeds to be bad which is the same for six- seven quarters. He added “Our ₹10 detergent packs are now almost 40% of the business. Typically, it should not be more than 20%. The 3kg pack in detergent has come down from 20-30% to 10% now. That goes to say that people are buying only as much as they require, they are not putting extra money in buying large pack sizes.”

Companies have been seeing a droop in growth rates of products for daily use in urban and provincial markets. The push is more articulated in rural that contribute 36% to FMCG sales and has grown quicker than urban markets. This was authenticated by market analyst Nielsen, which said development in provincial India moderated to 8.8% in 2019 from a solid 16.2% in 2018. In 2019, the by and large FMCG sector grew by 9.7%. Dabur India Chief Financial Officer Lalit Malik said that reasonable packs are doing well in rural markets. The creator of Real juices and Vatika hair oil has been extending its item in the rural market by propelling more reasonable packs.

The company’s India sales volume fell 1% for the three months finished on 31 December. Parachute brand declined by 2% in volume terms, whereas value-added hair oils were down by 7%. In Marico’s profit call, Managing Director and CEO Saugata Gupta said it was seeing an invert movement slant, where consumers can be moving from branded to unbranded hair oil. He included that during consumption lull that the unbranded to branded, which drove the category development slowed down and there has been a reverse migration in certain markets.

Dabur’s Malik said that his company has been contributing to building its rural impression by expanding its network of sub-stockists. Its rural reach has moreover gone up from 44,000 towns in March 2019 to over 51,500 towns in December 2019. This is making a difference to drive rural businesses ahead of urban. Others said that whereas occasions of downtrading were not visible in their portfolio of goods, they have been utilizing more focused on marketing and promotional campaigns to boost growth. Sunil Kataria, CEO-India and SAARC of Godrej Shopper Items Ltd. said, “We have a strategic, focused approach to conquering micro markets.”

Companies have been taking steps to survive the lull by expanding their coordinate reach in towns and including smaller packs for key brands. Kamath added that within the third quarter, Jyothy Laboratories decreased its stock in response to demand for personal and domestic products.