The opportunity for sustainable rural growth in India’s COVID-19-driven reverse migration

MART dissects the impact of COVID-19 and reverse migration on rural demand.

Why it matters

Unless India lays the foundation for rural economies that work for all stakeholders, the overall national economy will be susceptible to shocks like the COVID-19 pandemic. But there is opportunity in the wake of the reverse migration that’s since taken place for brands and marketers to tap into.


  • Government schemes and the application of learned skills will boost rural economies, bringing mechanisation to farms and boosting demand for two-wheelers, FMCG products and other categories.
  • Postponement of purchases of semi-automatic washing machines or single-door fridges common in rural areas as farmers are unlikely to purchase durables for...

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Insights Team
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