As per my study on behavioral pattern of customers and big companies producing/offering range of products in FMCG sector, each company has different policies and range of products. Either it has a single product which is selling top in the market or has number of products in single category. Few companies are concentrating only on Urban population and there needs where as some are exclusively tapping the rural region.
As India has diverse geographical population & cultural clusters, covering all with a single process and policy seems to become a problem. Logistics and supply chain are hard to establish unless broken to micro level.
It is been said out loud that, in the coming years, penetration and increasing awareness in rural sector will beat the FMCG business potential in Urban areas by a considerable margin.