FMCGs now eye countryside for sales

It’s there all right. But consumer goods makers who have hit the dustroads out of the cities are finding rural buyers a bundle of contradictions and paradoxes. Some beginnings have been made, but experts say they are too skewed and superficial to be consistent. At the moment. there’s only ITC and HLL’s e-choupal and Project Shakti, respectively, and there seems to be some enthusiasm about them at the moment.

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