This article is part of a Spotlight series on rural marketing in India. Read more
As we wind our way out of the second wave, the familiar themes urging us to prepare for the “great rising” emerge – Resurgence, Resilience, Rural India upbeat, Strong demand.
A positive sentiment is fantastic but it also runs the risk of going back to familiar generalisations, the comfort of inertia and viewing rural India as a monolith. And now, more than ever, that’s a mindset marketers and businesses alike can ill afford.
In a post-COVID world, there is simply...