New Delhi, June 12 -- Procter & Gamble Hygiene and Health Care Ltd (PGHH), the maker of Whisper, Vicks, and Old Spice, is seeing a steady revival in rural consumption, even as urban demand remains under pressure.

This divergence in consumer sentiment is likely to influence near-term growth in the fast-moving consumer goods (FMCG) sector, a top company executive said on Thursday.

"Demand in the FMCG, industry continues to evolve. While the non-food inflation continues to stay below RBI's (Reserve Bank of India's) medium-term target of 4%, consumption trends are still shifting," said Mrinalini Srinivasan, chief financial officer, PGHH, during the company's virtual analyst day.

With a good monsoon last year and rural wages picking up, rur...