Marico's MD and CEO, Saugata Gupta, believes that the worst in rural consumption is over. The primary factors leading to the softness in rural consumption were food inflation and forced price hikes. However, progress has been made, inflation is under control, and price drops have been taken. Consequently, Marico expects an improvement in rural consumption, despite uncertainty over the monsoon. In terms of volume growth, Gupta is optimistic that this year will surpass those of the previous year.