Hurrah ! Prickly heat powder to the people

According to Nielsen, in Middle India, 43 of the 53 categories it tracks saw a growth (by value) in excess of 10% in the last quarter of 2011 (October-December) compared with the first. In smaller towns, the number of categories that saw this growth was an even higher 53. The fastest growing categories? Shampoos and conditioners, air fresheners, prickly heat powders, and cheese—not exactly the kind of products that would have been associated with small towns even five years ago.

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