From farmers to shopkeepers, India counts the cost of a weak monsoon

Rice yields have dropped after erratic monsoon rains, and higher farm input costs are now squeezing rural incomes. That matters because farmers and shopkeepers in rural belts drive much of the spending during the wedding and festival season. If rural buyers hold back, small businesses selling goods and services could see slower sales. Keep an eye on your rural customer demand and plan stock and credit carefully.