Reaching India's rural versus urban youth: A false dichotomy

Narayan Devanathan

This article argues that marketers should no longer be thinking of India in terms of an urban-rural divide, particularly when it comes to youth.

Reaching India's rural versus urban youth: a false dichotomy

Narayan Devanathan Dentsu India Group

This article is from the Warc series, New perspectives on Indian youth. Read more on this topic.

Three journeys

In early 2010 I visited Jodhpur to give a talk to an MBA class at Jai Narayan Vyas University. While not the boondocks, Jodhpur had yet to be invaded by the likes of McDonald's, Subway or our own home-grown Café Coffee Day (nearly five years l

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