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

To feel the real pulse of India, it is extremely important to move beyond high-profile Metro cities that constitute less than 20% of the Indian population – and look at semi-urban, rural India.

The true potential that India holds cannot be measured accurately without understanding the consumers of small town and rural India, the environment in which they exist, their social fabric and their interaction with retail market.

The ‘Bharat’ part of India – Semi urban (towns with less than 100,000 population) and Rural India (villages having less than 5,000 population) is home to majority of the Indian population. Comprising more than 5,000 small towns and more than 700,000 villages. This is where 80% of Indians reside (out of total 1.3 billion population), contributing approximately 70% to the country’s GDP.