Business Growth of e-commerce in grocery channels irreversible; will co-exist with general trade: HUL CMD Updated : October 28, 2020 09:10 PM IST Mehta also said rural sales are growing faster than the urban markets and would sustain depending on the government's support. Subscribe to Moneycontrol PRO at just Rs.33/- per month for the first year. Use code SUPERPRO. Limited period offer. Available on Web and Android.