The consumption demand slowdown in the country is biting hard and companies are finding it increasingly difficult to get the cost-conscious Indian consumer to spend more. But it is turning out to be a rough road. Take December quarter results of FMCG companies for instance. According to Kotak Institutional Equities, the aggregate revenue growth for 11 consumer staples’ companies has dropped to 3.4% last quarter, the lowest in the last ten quarters.

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