There's both good news as well as bad news for those worrying about the India growth story. Here's the good news first. Consumption, the bulwark of India's economic growth is alive and kicking. And leading the charge is not urban India but the rural hinterlands of the country. As per a leading daily, additional spending in rural India was nearly Rs 800 bn more than urban India between FY10 and FY12. And this spending wasn't just restricted to necessities. There was a shift beyond it to discretionary products like TV and mobile phones. What more, this trend is only likely to get stronger from here on. Little wonder, consumer companies are making a beeline for rural areas.