While brands focus on big influencers operating in urban spaces, there is a big ecosystem of new influencers growing in smaller towns and villages across India that presents opportunities.

Why it matters

As influencer marketing enters mainstream marketing strategy, India’s younger generations beyond the urban areas are looking at becoming influencers with the easy availability to data and technology, and it is time for more brands to recognise this.

Takeaways

• The increasing penetration of telecommunication and easy access to data are leading to a rise in social media awareness and activity in Tier 3 cities and rural India.
• Macro...