Rise of the 'rurban' Indian

Abhishek Chaturvedi

This article charts the development of 'rurban Indians' - people who live in rural locations but have consumption habits previously associated with urban dwellers - and gives guidance to brands who need to capture and keep 'rurban' interest.

Rise of the rurban Indian

Abhishek ChaturvediGrey Worldwide India

The Indian Rural community has long been viewed as the beast of toil and has been touted as the driver for the next big consumption wave that will change the fortunes of brands in the fray.

Historically, brands have been passing off differing products, grades and accessible packs to margin pressures and price sensitivity, when compared to urban counterparts. However, the people of the hinterland have changed with respect to their attitude and consumption, but brands are yet to catch up with this change.

Being 'rural in demography' but 'urban...

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