Rural India sees e-commerce lift

Rural India has seen a surge in the use of e-commerce apps in the past six months, according to the latest Rural Barometer* study from Kantar and GroupM’s Dialogue Factory.

Why it matters

A digital revolution is taking place as rural India moves beyond entertainment and social media to embrace payment apps and e-commerce.

Takeaways 

• There has been three-fold growth in usage of e-commerce apps, along with a significant increase in the number of users over the past six to eight months, IndianTelevision.com reports.
• The study also says rural monthly household income has increased and that people are spending on items such as smartphones to increase connectivity.
• Further, the FMCG category has seen increased spending on indulgence and vanity items.

Key quote

“The pandemic has changed ways of living for rural India … rural India is more confident in recovery and adopting new technology and putting it to the right use” – Dalveer Singh, head of experiential marketing/APAC, Dialogue Factory. 

^{*the study surveyed 3,739 rural adults across 12 Indian states.}

Sourced from IndianTelvision.com, Mint