With rural India more confident about the future, DDB Mudra’s Anand Murty says rural consumer sentiment is leading the charge post-second wave.

Why it matters

Rural India is not a monolith and while the growth story looks promising, the optimistic growth narrative needs to be nuanced, with open teaming as well as constant dialogue with experts and entrepreneurs from different fields being key in helping marketers understand the pulse of rural.

Takeaways

• There is no one-size-fits-all strategy in a post-COVID world and marketers need empathy to understand rural consumers.
• The turnaround in consumer sentiment is primarily a rural...