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India’s rural population outnumbers city dwellers two to one. The current Indian government has a desire to connect rural India with urban, and has set some ambitious targets: achieve 100% rural electrification by 2019; increase rural tele-density to 100% by 2020; provide broadband connectivity through optical fibre to all gram panchayats (village councils) by December 2018. From the 420 million internet users in June 2017, it is expected that there will be 730 million Internet users in India by 2020, with 75-80% of user growth coming from rural India. Such initiatives provide opportunities for marketers to reach India’s rural population.

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