Pandemic pay-off: How rural India is driving the economy | WARC | The Feed

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