Consumer goods companies turn their focus to rural hiring

Recruitment firms estimate that FMCG companies have ramped up hiring in rural markets by 10-15% in FY25

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has increased hiring in rural areas alongside introducing smaller and more affordable packs across key consumer goods categories to drive deeper penetration in rural markets. "To support this initiative, we have increased our rural workforce, enabling us to double our outlet and village coverage," said Krishna Khatwani, head of sales (India), Godrej Consumer Products, which has warned of weaker margin and volumes for the December quarter chiefly because of higher input costs.

Delhi-based Dabur is deploying more on-ground sales force, particularly for its foods business, which the company said has "significant rural potential".