The approach focuses on the essential elements with a gradual increase in personal care spending, while the decrease in the purchase of other non -essential categories. At the same time, there is a growing digital adoption with 7 out of 10 rural consumers that are now involved with online media. Photo: Vijay Soneji | Photo credit: Vijay Soneji
Rural Indian consumers showed sensitivity to expenditure by making their purchase decisions emphasize. According to a report published by Groupm India in collaboration with Kantar, 3 out of 4 rural Indians expressed anxiety for their financial stability. At the same time, Rural India is digital platforms of rapid adoption for purchases, payments and media consumption.
The report indicated that the increase in household expenses in rural India is leading to adjust monthly budgets that lead to financial conerns and limited space for savings. In addition, rural consumers are concerned about inflation with financial stressed states feeling the toughest pinch.
“Pricing sensitivity has constantly increased over time, indicating that consumers are becoming more aware of prices when making purchase decisions,” he said.
The findings are based on a survey or around 4,000 rural adults in 20 Indian states, ensuring representation between gender levels, income and age groups.
Purchasing patterns
In terms of purchase patterns, in Anverage, rural Indians buy in 17 categories. The approach focuses on the essential elements with a gradual increase in personal care spending, while the decrease in the purchase of other non -essential categories. At the same time, there is a growing digital adoption with 7 out of 10 rural consumers that are now involved with online media. Social networks, video content and instant messaging platforms are quickly becoming the norm, partly among younger and rich users. “Online purchase behavior has shown significant growth in time, with clothes such as the majority of the category bought, followed by cosmetics, home and edible products,” the report said. Local stores in the town remain the favorite channel to buy groceries and home products.
Ajay Mehta, managing director – Ooh Solutions, Indian Groupm, said: “As media habits evolve and digital adoption grows in rural India, brands must focus on significant and hyperlocal commitment.
Puneet Avasthi, director of specialized business, Division of Insights, Kantar added: “As rural India becomes more connected and conscious, brands must rethink how they get involved with this audience. In terms of media consumption habits, there has been diversification of content consumption in rural areas, with a decrease in snacking behavior and an increase in increase in the increase in the increase in gender preferred. ” “
Traditional media such as TV and Newpapers remain the most credible sources, some social and influential networks are perceived as less confidence, especially among major and older income groups, the report added.
Posted on April 17, 2025
