The surge in wheat flour (atta) prices, which have reached a 15-year high, is significantly affecting the fast-moving consumer goods (FMCG) sector in rural India. According to a recent Kantar report, the rise in atta prices is slowing growth in rural FMCG consumption, which recorded just a 4% increase in the quarter ending October, lower than urban growth at 4.5%. Wheat flour prices have remained elevated for several months, despite government efforts to control food inflation. In December, t