Summer rain: Good for rural sales, hurts urban market; ‘early’ monsoon hits ice cream, soft drink demand in cities where FMCG companies tackle slowdown

Early monsoons in India present a mixed bag for FMCG companies. Rural consumption of staples like soaps and packaged food is expected to rise, while urban sales of summer-centric products such as soft drinks and ice cream are likely to decline due to unseasonal rains.

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