One of the important aspects of globalization is homogenization of consumer wants and needs. This paper
uses product linkage data of Indian Readership Survey (IRS) on the usage of consumer goods in Kerala to
analyze this issue. We examined whether the urban „consumer-demand? is more for the Fast Moving
Consumer goods (FMCG) and Consumer Durables (CD) compared to rural consumers. This study also
attempts to trace the evidences supporting the tendency of convergence of consumer demand in rural and
urban Kerala. We find support for no statistically significance difference in demand between Urban and
Rural area for FMCGs in contrast to Consumer durables. Using top ten Consumer goods categories in terms of
demand this research concludes that there is an evidence for strong convergence in demand for FMCGs and
moderate convergence in respect of CDs between rural and urban area. The implications of this on managerial
focus and industrial policies are discussed to enrich our understanding of the issue.