Buying perception and brand awareness of the rural consumer towards branded products

Today, talking to rural consumers reveal that their thoughts and ideas are similar to
that of urban consumers and Rural is often restricted now to a physical space or geography.
Most villages have pakka roads, electrification and proper housing. But crucially, what is
important for marketers is that there is a change in the mindset of rural consumers. The per
capita consumption in India is much lower than the per capita consumption in other developing
markets and one of the reasons for that is that rural consumption, rural penetration and rural
frequency are much lower than in the urban segment. However, it is important to look beyond
the obvious and understand that a lot of rural income is disposable, so the ability to consume
and the willingness to consume are constantly evolving. And that's why rural India represents an
enormous opportunity.