Sales of consumer goods slowed close to a 10-year low, suggesting that Indians are making deep cuts in spending and preparing for things to get worse before they get better amid high inflation and an economy that’s yet to show any sign of revival.

While India’s biggest cities have been hit the hardest, rural and other areas are also feeling the slump’s effects.

If heavy rain continues in south india, sales will bounce back in latter half of 2014 as money flow has to come from villages as there is no sufficient rain or food production for 2 years in a row.