Rural India: Propelling the Indian economy during COVID-19

Arc Worldwide’s Neha Chauhan examines the many ways that rural consumers are driving the Indian economy with their needs and aspirations during the COVID-19 pandemic.

This article is part of a Spotlight series on rural marketing in India. Read more

India’s rural ecosystem is no different from the rest of the country when it comes to battling the disruption caused by the COVID-19 pandemic, with the cautious but agile rural consumer evolving at a pace no one would have imagined. From championing to competing with their urban compeer for , the rural consumer is propelling the Indian economy in many ways.