Rise of the rurban India – Abhishek Chaturvedi

“The Indian Rural community has long been viewed as the beast of toil and has been touted as the driver for the next big consumption wave that will change the fortunes of brands in the fray.

Historically, brands have been passing off differing products, grades and accessible packs to margin pressures and price sensitivity, when compared to urban counterparts. However, the people of the hinterland have changed with respect to their attitude and consumption, but brands are yet to catch up with this change.

Being ‘rural in demography’ but ‘urban in lifestyle’ marks the arrival of the ‘rurban’ class of Indian consumers.” – Abhishek Chaturvedi, AVP Strategic Planning, Grey Group India

Abhishek’s article talks about how ‘digital age’ is impacting rural Indian consumers. Read it here: Rise_of_the_rurban_Indian



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