Welcome to Top of the Morning by Mint, your weekday newscast that brings you five major stories from the world of business. It's Wednesday, December 25, 2024. This is Nelson John, let's get started.

The Department of Pharmaceuticals recently penalised AbbVie Healthcare India for allegedly violating the Uniform Code for Pharmaceutical Marketing Practices. AbbVie reportedly spent ₹1.91 crore flying 30 doctors to Paris and Monaco under the guise of a medical conference, including lavish hospitality. The UCPMP, now mandatory, prohibits such expenses unless doctors are speakers at events. AbbVie argued the trips occurred before the March 2024 UCPMP mandate and were compensation for services, but the DoP rejected this and directed the company to spend the same amount on treating poor patients in government hospitals. Further probes by tax authorities and the National Medical Council may follow. Soumya Gupta explains the situation in today’s Primer.

Packaged goods makers are focusing more on rural markets. Companies like Zydus Wellness, Dabur India, and Godrej Consumer Products have launched affordable packs and brands tailored for these areas. Rural markets are experiencing more growth compared to urban ones, with FMCG volume growth in rural areas at 6%, double that of urban areas at 2.8%, according to NielsenIQ. Godrej Consumer has introduced smaller products like hair colour and incense sticks specifically for rural consumers. Dabur is enhancing its rural distribution and rolling out new innovations. Suneera Tandon reports that rural consumers are embracing branded commodities and dairy products more than before, boosting the FMCG sector, which gets 37% of its sales from these areas.

Renewable energy developers are racing against time to complete projects before the inter-state transmission system waiver, which allows free transmission for 25 years, expires on 30 June. This urgency drove a 43% jump in power capacity additions during April-November, with green energy leading the charge. The Central Electricity Authority reports that 14.9 GW of renewable energy—solar, wind, and small hydro—was added during the period, nearly double last year’s 7.53 GW. Developers are leveraging favourable solar module prices, revived wind turbine manufacturing, and strong investor interest to meet the deadline. However, industry groups are pushing for an extension of the waiver, Rituraj Baruah reports.

Smartphone addiction is pushing brands like Vivo, Oppo, and HMD to embrace digital detox as a selling point. Features like OnePlus’s Zen Mode and HMD’s Detox Mode help users disconnect by temporarily hiding distracting apps. Vivo’s study highlights the problem: parents average 5.5 hours and kids 4.5 hours of daily screen time, with 64% of children feeling addicted. Most kids even think their parents' phones should stick to basics like calling and messaging. Gulveen Aulakh reports on how brands are responding with smarter tools. HMD's Detox Mode makes taking a break easy, while Vivo’s devices offer focus modes and screen-time reminders. Feature phones are also being reimagined with essentials like UPI payments to encourage reduced smartphone dependency.

This December has been a tough one for markets, with a 1.7% drop so far, making it the second-worst in a decade after 2022’s 4% fall. Profit-booking, foreign investor outflows, and IPO-driven sector shifts have hit large-cap stocks, but experts see this as a chance for savvy investors to buy. FPIs have been pulling back, driven by a stronger dollar and valuation concerns, while IPOs have drawn much of the inflow. Yet, December has seen ₹20,071 crore in FPI inflows, signalling some recovery, writes Niti Kiran. Analysts expect IPO momentum to continue into 2025, potentially crossing ₹2 trillion, though inflation and global uncertainties may stir volatility. Historically, December has often been a positive month for markets, with gains in three out of every four years. Despite current challenges, local buying and January optimism could stabilize markets, keeping December’s reputation for resilience alive.