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<ul><li>Consumption gaps between urban and rural markets narrowed down in the December quarter, for the first time in 2023.</li><li>Modern trade saw double-digit growth in consumption, but growth in <keyword id="20479724" type="General" weightage="20" keywordseo="traditional-trade" source="keywords">traditional trade</keyword> slipped sequentially.</li><li>Non-food category volumes grew sequentially but that of food slowed down, led by staples and impulse categories. </li></ul>Even as FMCG sales growth has been moderating on a sequential basis, sales of noodles and biscuits saw an uptick in the rural markets in the December quarter, says a NielsenIQ report. Rural markets too saw a sequential-quarterly decline, but consumption gaps between urban and rural markets narrowed down for the first time in 2023, in the December quarter. The North and West regions contributed to this phenomenon, the report says. “Despite a sequential-quarter decline, the rural recovery narrative continued to evolve throughout the year. In Q4 2023, we observe an uptick in consumption, primarily driven by habit-forming categories (such as biscuits and noodles) in food and essential home products. These categories have thrived despite flat to negative price growth, indicating resilience and sustained demand,” said <keyword id="20476060" type="General" weightage="20" keywordseo="roosevelt-dsouza" source="keywords">Roosevelt Dsouza</keyword>, Head of Customer Success – India, <keyword id="20475890" type="General" weightage="20" keywordseo="niq" source="keywords">NIQ</keyword>. The rural areas are also seeing a growing preference for larger packs, while urban markets see a persistent preference for larger packs, the report said. It says that the FMCG industry experienced a 6% growth in value, attributed to a 6.4% increase in volume. However, on a sequential basis, there is a moderation in consumption growth, it adds. The pricing growth in the overall fell to 2.7% in Q3, due to the price cuts taken across categories by FMCG majors to fight off competition. In the December quarter of last year, it was 10%, as per Nielsen data. FMCG major <keyword id="19948892" type="General" weightage="20" keywordseo="hul" source="keywords">HUL</keyword> said that in Q3, its volumes grew 2% in Q3, but its value growth fell marginally by 0.3%. Marico’s domestic volumes grew 2% during the quarter, with a flat value growth. <keyword id="20021294" type="General" weightage="20" keywordseo="kirana" source="keywords">Kirana</keyword> continue to suffer Modern trade which consists of supermarkets, hypermarkets and such has seen a double-digit growth in consumption at 16.8%. Traditional Trade which consists of kiranas or mom-and-pop stores saw a 5.3% growth in consumption, falling from 7.5% in the Q2 of FY24. “Despite certain challenges, the positive momentum in modern trade adds a promising dimension to the overall market scenario,” Nielsen says. Non-food categories grow faster The volume growth in general is also much faster for non-food categories. Though more units were purchased in food categories compared to the same period last year, non-foods saw more large packs being purchased. The volume growth in the food sector was at 5.3% YoY, but it was at 8.7% in Q2 of FY23. This slowdown in growth is primarily due to staples (such as refined and non-refined edible oils, etc.) and impulse categories such as confectionery. In non-food categories, volumes grew at 9.6% in Q3 FY24 — higher than the 8.7% recorded in Q2. This improvement can be attributed to an increase in rural consumption growth, with a growth rate of 9.8% (vs. 6.7% in Q2), Nielsen says. “Volume growth is attributed to home care products like detergent cakes and bars, washing powder; and personal care like toilet soaps categories in rural areas,” the report said. In urban areas, the non-food sector is witnessing slower consumption growth, with a growth rate of 9.4% in Q3, slightly down from 10.4% in Q2.

Amidst slowdown, noodle and biscuit sales see an uptick in rural areas

<div class="KonaFilter image-container display-table"><div><div class="image on-image">Thomson ReutersConservative commentator and best-selling author Dinesh D'Souza exits the Manhattan Federal Courthouse after pleading guilty in New York</div></div></div><ul><li>With his pardon of Dinesh D'Souza, President Donald Trump is sending a clear message to the people around him.</li><li>D'Souza's tweets are more abhorrent than his crime, but neither are relevant to the story of his pardon.</li><li>In pardoning D'Souza, Trump is making a calculated, self-serving move.</li></ul> President Donald Trump's pardon of Dinesh D'Souza has little to do with protecting D'Souza and everything to do with protecting the man he cares most about - Donald Trump. In 2014, D'Souza pleaded guilty to <a href="http://www.businessinsider.com/dinesh-dsouza-innocent-campaign-finance-fraud-2014-3" target="_blank" rel="noopener">making illegal campaign donations</a> through straw donors. But the outrage over the news of his pardon seems to be unrelated to his crime, and has instead focused on his character - or lack thereof.Twitter has rocketed around old, abhorrent D'Souza tweets which underscore his racism, cruelty, and absolute absurdity. Those are all more than fair accusations. But let's forget about D'Souza. Even in the story of his own pardon, he is not the protagonist but an irrelevant - albeit lucky - pawn. Presidential pardons have a mixed history. They can be utilized for selfless purposes, serving justice to a person who was wrongfully convicted or convicted too harshly. They can also fulfill selfish goals - throwing a bone to a supporter or donor.<a href="http://theweek.com/articles/724589/presidential-pardons-explained">The Week </a>had a good recap of some of the more controversial pardons in our nation's history:And then, obviously, there was President Gerald Ford's pardon of Nixon. But Trump's pardon of D'Souza differs from the examples above in key ways. Jefferson may have been looking out for his allies, Harding may have been profiting from his pardons, FDR may have been trying to please power players, and Nixon may have been trying to make new friends. Trump is doing something much more calculated, and much more self-serving.Laurence Tribe, the Harvard Law School professor, put it best on Twitter: "Trump's Dinesh D'Souza pardon today, on top of his pardons of Scooter Libby and Joe Arpaio, make sense only as an elephant-whistle to Michael Cohen &amp; all who know damning things about Trump: protect me &amp; I'll have your back. Turn on me &amp; your goose is cooked. More obstruction!"D'Souza is a divisive figure. But ultimately, he's irrelevant to the larger story. The details of his crime and of his long record of holding abhorrent opinions are a distraction from the more glaring reality: Trump knows that there are people within his inner circle who have the knowledge and the power to do him real harm, and he is doing everything in his power to prove to them that hurting him is not in their best interest. <div class="margin-top"> <h3>NOW WATCH: <a href="http://www.businessinsider.com/how-to-survive-snake-bite-venomous-venom-attack-2018-5">How to survive a snake bite</a></h3> <div> </div> </div>

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Amidst slowdown, noodle and biscuit sales see an uptick in rural areas

Katya Naidu

Trump's pardon of Dinesh D'Souza has nothing to do with Dinesh D'Souza

Daniella Greenbaum

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