'Growth must come from deeper penetration...'

You also want to focus on fewer, bigger and bolder bets.

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Is this strategy coming from the froth you see in the marketplace and the need to stay focused on a few key trends?Yes. We must put serious investment behind doing fewer things bigger, better and bolder and avoid getting distracted by every new emerging trend. You cannot be good at everything you attempt. Innovation is important, but supporting innovation is equally critical. And when you think about support, you must recognise that resources are finite.

In the last few years, Nestle has tapped smaller towns under its 'rurban' strategy, but the push into rural areas has been limited. Will you go deeper into the hinterland?