Overview

• Rural FMCG volumes rose 8.4% year-on-year in Q2 2025, almost double urban growth of 4.6%.
• Value sales jumped 13.9% while unit sales growth outpaced volume as consumers shifted toward smaller pack sizes.
• Home and personal care topped category gains at about 7.5%, compared with roughly 5.5% growth in food.
• Small regional manufacturers and D2C brands continued to capture share through competitive pricing and last-mile distribution.
• E-commerce, including quick commerce, delivered over half of omnichannel growth in metros despite accounting for just 11–13% of FMCG value.