The Last-Mile Challenge in Rural India India’s rural markets have long posed a tough distribution challenge for consumer goods companies. Fragmented supply chains, poor road networks and hundreds of small local shops make it hard for Fast-Moving Consumer Goods (FMCG) brands to serve villages efficiently. Industry experts note that rural distribution remains “one of the most persistent challenges in the FMCG space. Indeed, rural demand is surging – NielsenIQ reports that Indian FMCG grew 13.9% in Q2 2025 largely thanks to rural consumption – but reaching remote customers is still difficult. Major brands are therefore keen to tap this growth…
