What brands need to know about the changing rural youth in India

Rica Facundo

Market Xcel leveraged mixed methodology to present the latest findings on the changing attitudes and behaviours of rural Indian youth at QUAL360.

All eyes are on India as one of the fastest growing and biggest economies in the world. It’s estimated to become a US$30 trillion economy in the next 30 years with a GDP likely to cross US$7.5 trillion by 2031.

But this growth story is incomplete without looking at the bharat or rural India, said Market Xcel executive director Ashwani Arora at the recent QUAL360 APAC conference in Singapore at the session on “An inside track to rural India: Leveraging the power of neo-research methods (traditional research with technology) to bring to life the rural consumer behaviour”.

He...

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