The rural ways of buying: An opportunity to reimagine digital

India’s rich and distinct cultures lead to diverse behaviours, with each having a direct impact on consumption patterns and Stratedgy’s Shraddha Ganesh asks why there is a homogeneous purchase process for a vastly heterogeneous market, especially with increased access to online avenues to purchase.

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

There has always been a physical division between urban and rural markets due to accessibility concerns, one which has acted as the default segmentation in the minds of marketeers.

From Mumbai to Nagpur, Bangalore to Mysore, Chennai to Coimbatore, Kolkata to Durgapur, and Delhi to Bareilly, there is a significant shift in mindsets, consumption patterns, choice of lifestyle, cultural practices, etc, impacting the consumer’s preferred products, brands, points of influence and spending capabilities.

The rural consumer – not to be...

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