Indian OTC market continues to see double digit growth (14%) in Q4'23. Consumption has picked up in this quarter while price continues to grow at same rate vs previous quarter. In Q4'23, Urban (15%) is growing faster however, boost in consumption coming from both urban and rural. North (17%) & West (16%) zones are propelling growth for OTC. Mid-sized firms driving OTC growth while small firms growing at par with OTC growth.
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