Pandemic pay-off: How rural India is driving the economy | WARC | The Feed
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Pandemic pay-off: How rural India is driving the economy
There are many ways that rural consumers are driving the Indian economy with their needs and aspirations during the COVID-19 pandemic, as Arc Worldwide’s Neha Chauhan explains.
Why it matters
Multiple behaviour changes have been identified among India’s rural consumers due to the pandemic, driven by four major purchase shifts in household structure, cash flow, needs and aspirations.
Takeaways
- Indian migrants returning to their homes jobless during the pandemic triggered a change in rural consumer behaviours.
- Marketing to women must be relooked to view them as an influencer in categories not previously seen as their domain.
- The impact...
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