70% of the Indian population lives in rural areas. Commonly referred to as the 'bottom of the pyramid', this is far away from reality. Rural India presents a huge opportunity for companies, their services and products.

‚Value for money’ rules – and the willingness to pay more if getting it.

In recent years, rural markets have acquired significance, as the overall growth of the economy has resulted into substantial increase in the purchasing power of the rural communities.

India's rural consumers are changing fast

New attitudes, priorities and behaviors are reshaping the purchase decisions of India's rural consumers. These consumers are becoming far more aspirational, networked and discerning.

Changing realities of Rural India

Companies will have to let go of longstanding assumptions about rural Indian consumers that have prevented them from understanding who these consumers really are and establishing long-lasting brand relationships with them.