The FMCG sector in India is the fourth-largest and has been expanding due to rising disposable income, a rising youth population, and brand awareness among consumers. Household and personal care account for 50% of sales, making the industry a significant contributor to India's GDP. India's middle class population is larger than the total population of the USA, and with a median age of just 27, the population is becoming more consumerist due to rising ambitions. The urban segment is the largest contributor to revenue, but the FMCG market has grown faster in rural India in recent years, where FMCG products account for 50% of total rural spending.