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....

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