Good news for buyers and sellers alike! Household products and groceries have made a spectacular comeback in India's FMCG market during the second quarter (July-September). Sales volume rose an impressive 4.7% year-on-year, beating the previous quarter's 3.6% and last year's 4%. This happened even before the GST rate cut on key staples kicked in on September 22, proving the market is truly strong. This thrilling growth is thanks to household care products soaring by 6.1%. Washing liquids stole the spotlight with a massive 61% increase! Fabric conditioners rose by 15%, and washing powders delivered a sturdy 4% growth despite tough competition. Personal care products also glowed with skin creams climbing 14%, hair conditioners jumping 19%, and hair dyes growing 11%. Food and beverages, the bulk of FMCG at 75%, didn’t stay behind. Tasty noodles and salty snacks both grew 6%, while edible oils increased by 3%. The growth buzz is not just in cities; rural areas are singing the same tune. Urban sales grew by 5.2%, and rural areas by 4.2%, each adding a healthy one percentage point from the last quarter, says K Ramakrishnan, managing director of Worldpanel by Numerator for South Asia. "This growth is likely to continue into the final quarter of the calendar year," he predicts. Why is this happening? "Commodity prices have cooled down, and there is no increase in fuel costs either," explains Vineet Agrawal, CEO of Wipro Consumer Care and Lighting. He adds, "While job creation is still an issue, there will be income tax benefits which should start to kick in at some point in time and, coupled with a good monsoon, these are cumulatively a good thing." Despite some disruption due to the GST transition affecting trade inventories and sales, companies are optimistic. Hindustan Unilever’s MD, Priya Nair, says, "If I had to tell you how we will look at the business, it will be unblinkingly looking at growth. When we do that, we have the right financial leverage to deliver operating margin for the business." All in all, the FMCG sector is cooking up a strong recipe for growth, with both urban and rural consumers showing their appetite. No wonder experts expect this sizzling trend to keep going as 2023 heads towards the last quarter!