Consumer durables likely to become the next big sector. Its the turn of consumer durables to take the lead after the food and grocery sector, which is expected to experience a boom, with consumers taking advantage of easy availability of payment plans and reducing prices due to competition. According to a study by PricewaterhouseCoopers by N V Sivakumar, Executive Director & Leader of the Retail & Consumer Practice, "The market for consumer durables (including entertainment electronics, communitarian and IT products) is estimated at Rs 32,000 crore ($7.1 billion)." With the consumer durable market likely to reach US$ 13.3 billion by 2008 at a 10-12% growth rate, it is the segment to watch out for. Interestingly, the rural consumer durable sector is growing at a faster rate of 25% thano the urban consumer durables market, which is growing at 7-10%. Mobile phones, TV sets and music systems are the hot selling items.