Indian's rural youth are 11% of the global population, presenting a huge opportunity for marketers, but their attitudes and behaviours are changing, according to Market Xcel. 

Why it matters

Rural India is transforming, and marketers should be aware that the boundaries between rural and urban Indian girls are blurring as technological advancements expose the former to big-city culture and new aspirations.

Takeaways

• Brands have to become an enabler of the rural girl and help her attain her dreams, rather than talking down to her.
• If the rural girl is exposed to urban living, she approaches her defined role as a...