Uttar Pradesh, Madhya Pradesh, Rajasthan and Bihar have the highest percentage of male shoppers, according to the data — 56-69%. By considering the cultural context, fast-moving consumer goods (FMCG) companies can better meet needs and preferences in different states, experts said. “Upon a quick comparison with the female literacy rate, a clear correlation emerges,” said Anshul Gupta, founder of Kirana Club.