Recent insights from Worldpanel by Numerator indicate that rural India is evolving as a significant market for branded fast-moving consumer goods (FMCG), including premium self-care items. Contrary to the belief that rural consumers predominantly buy unbranded products, only 37% of such products are purchased in these areas, with the majority sold in urban markets. Between 2023 and 2025, the compounded annual growth rate for FMCG in rural India is projected at 11%, compared to 9% in Tier 1 cities. Notably, rural consumers are diversifying their purchases to include premium brands, which have grown by 13% in the last couple of years, with the share of super-premium brands rising from 30% to 42%. Experts attribute this trend to improved internet connectivity and the distribution efforts of national brands, which have successfully penetrated rural markets. As rural households increasingly seek convenience and solution-oriented products, the landscape of consumer behavior in these areas is maturing, reflecting a shift towards self-care and indulgence.