FMCG companies turn gaze towards rural recruitment amid rising demand

India’s fast-moving consumer goods (FMCG) companies are intensifying talent acquisition in rural areas, focusing on versatile workers who can handle multifaceted roles like delivery, sales, and supply chain coordination. With a surge in demand for quick-commerce (q-commerce) and the need to strengthen traditional distribution networks, firms such as Hindustan Unilever Ltd (HUL), ITC, and Tata Consumer are seeking multitasking employees with skills such as driving and digital literacy.

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This shift aligns with evolving consumer preferences and the rise of real-time demand prediction models. Leading companies have set up nano factories closer to rural markets and enhanced direct distribution efforts. HUL’s Shikhar app exemplifies this trend, enabling retailers to order directly, bypassing wholesalers. Job openings for roles like sales officers and area managers have spiked in regions like Nandurbar, Surat, and Bhopal, with hiring in the sector rising by 10% this year, per TeamLease data.

Rural India, contributing a third of FMCG sales, is emerging as a growth driver amid urban slowdowns. The 2024 Rural Barometer report shows a 60% increase in rural FMCG basket sizes, with consumers upgrading to premium products like Dove shampoo. As rising incomes and digital expansion transform hinterlands, rural markets are poised to sustain growth, creating new opportunities for the FMCG sector.