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Companies betting on rural demand to grow: Report
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SME Times News Bureau | 19 Mar, 2019
A brokerage report on consumers and their consumption patterns on
Tuesday said that consumption in central Indian rural states and Odisha
is growing fast and that it favours companies with reach in both urban
as well as rural India.
The Centrum report said that the
companies that have realigned distribution and products to the "new
rural" paradigm post-GST will be the winners.
"We initiate
coverage on Asian Paints, Dabur, Bajaj Consumer and Britannia with 'Buy'
ratings, Hindustan Unilever with a 'Hold' rating and Colgate-Palmolive
with a 'Sell' rating."
The report added that "new rural" states
-- Bihar, Jharkhand, Madhya Pradesh, Chhattisgarh, Odisha, Rajasthan and
Uttar Pradesh -- have reported remarkable growth and currently account
for 47 per cent of the rural Indian households, but just 30 per cent of
consumption, showing the enormous latent potential.
"This is
mirrored in consumer companies' strategic shifts and product
re-alignments to match this demand. We believe that rural-centric
category growth will drive incremental growth as companies focus on the
emerging affluent in the New Rural states," the report said.
Commenting
on the overall aspects supporting rural growth, the report said the
Reserve Bank of India's Consumer Confidence Index has a positive bias,
and the Global Competitive Index shows India rising quickly while
inequality is relatively low.
India's consumer market is the
fastest-growing among BRICS nations and is the fifth fastest-growing
market among world economies, it said.
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