FMCG companies such as HUL and Nestle may need to increase their advertising spending to drive volume and value growth. The anticipated volume growth for HUL and Nestle has been lower than expected due to moderate rural discretionary spending. However, analysts believe there will be a strong rural recovery in the second half of the year, which will benefit FMCG players. Valuations for HUL and Nestle are not cheap, so their stocks may experience corrections. ITC has reported reasonable numbers, with the cigarette volume growth being a key factor to watch.