Rural consumers are not urban’s poorer cousins? Your experiences

Rural consumers are not urban’s poorer cousins
Rural consumer is more empowered than you thought and has more money than you thought
The rural market is not “urban” with a time lag. Nor is it a “poorer” market where smaller versions of what sells in urban India work. “The drivers of behaviour are different, motivations and aspirations are different,” says Alpana Parida, managing director at DY Works, the brand strategy and design firm which has unraveled a report titled Emerging Rural Consumer Behaviours.

1 Its first insight was that it is a feast and famine market. This means that unlike the urban salaried class with regular cash flows, the agrarian economy has 1.5 to 2 crop cycles and the cash flows follow those.
2 Minimalism does not work.
3 Rural consumer is more empowered than you thought and has more money than you thought

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