Businesses optimistic on demand, climatic factors a concern for food prices, rural growth: Britannia

Businesses in India are optimistic on demand conditions despite apprehensions about global recession though challenges from a shortfall in monsoon due to 'El Nino' conditions still persist, as per Britannia. Any shortfall in monsoon due to the 'El Nino' conditions as forecasted, would also have a higher impact on rural consumption and the Indian economy as a whole.