Small town and rural India: The dawn of new consumption

This article looks at the growing importance of 'rurban' India as small town and rural consumers fuel growth in many categories.

Small town and rural India: The dawn of new consumption

Gurpreet WasiIMRB

The rural landscape in India is hurtling ahead of the clichés in the urban imagination. The gawky youth in filmy looking goggles, tight jeans and fitted floral shirts, the Salman Khan clone, is no longer the popular imagery to represent the progress of India's villages.

Though the rural market in India contributes 70% of India's population, 56% of income, 64% of expenditure and 33% of savings, it is not the large homogeneous mass of popular presumptions. Not much can be aggregated except that it is...

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