The slowdown in rural demand is expected to gradually recover but the pain is likely to persist somewhat, with consumers still cautious before buying a staple or a discretionary item. As consumer demand in the urban sector continued to grow despite inflationary pressures and price rise of products, while rural took a drastic hit, analysts expect the growth divergence to start narrowing. A full recovery in rural demand may still be a far cry, but there are visible green shoots. A healthy harvest season, better minimum support prices (MSPs) for crops and expected spending by the government in Union Budget ahead of general elections next year are a few factors that may lead growth in the rural consumer segment.