I think in urban, it is a slightly different story. I think what we are seeing is that look consumption on its own is not being impacted, but what we are seeing is a clear shift in consumption patterns where historically a lot of the consumption would have gone towards QSRs, towards FMCG, towards traditional retail, that is shifting now whether it is a phenomenon like a fast fashion, whether it is quick commerce, whether it is a food delivery, or concert sales.
ideaForge shares jump 7% as firm swings to profit in Q2, revenue soars 124% YoY
ideaForge shares surged over 7% after the company reported a turnaround to a Q2 FY27 net profit of Rs 6.46 crore, while revenue jumped 124%
November 3, 2026