There is a reason why FMCG and consumer durable companies depart - TopicsExpress

There is a reason why FMCG and consumer durable companies depart from census definitions, and consider any demarcated area with a population of 20,000-99,999 as a ‘rural’ market. In effect, for these companies, it isn’t rural India that is ‘rural’: rural India for them means Class-II (population of 50,000- 100,000) and Class-III (20,000-49,999) towns, because these have the purchasing power, and any area with a lower human population is too small to support the kinds of FMCG outlets in their plural that would make marketing to them viable. (Not ‘sustainable’ — in these times, almost anything is sustainable given an inflow of money; but viability means an outflow of profits sustained for evermore beyond an initial period of necessary sustainability.)

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