One nation, many notions: Digital avenues in rural India | WARC | The Feed
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One nation, many notions: Digital avenues in rural India
India’s rich and distinct cultures lead to diverse behaviours, with each having a direct impact on consumption patterns and Stratedgy’s Shraddha Ganesh asks why there is a homogeneous purchase process for a vastly heterogeneous market, especially with increased access to online avenues to purchase.
Why it matters
India’s digital medium is still at a nascent stage, with patterns of adoption far from being similar, and digital-first brands have the potential to optimise these differences by acknowledging consumers’ various touchpoints through efficient micro-targeting.
Takeaways
- Rising digital maturity has led to an amplified growth in digital-to-consumer (digital first) brands.
- More than...
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