Game changer: Technology and the rural market

Wunderman Thompson’s Amit Rangra examines how the pandemic, the agri economy, the FMCG sector and, most importantly, technology, are demonstrating the potential of rural India.

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

Two hands meet under a towel, fingers are counted, repeatedly, until finally they shake hands and an elephant just got sold for an agreed amount that only the buyer and seller know.

This is not a scene from a novel or movie but a real marketplace operating for ages with its own set of rules, traditionally known to us as rural markets.

The rural market is like an elephant – big and sweet, completely self-aware of its size and importance,...

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