Women living in rural India have for long been ignored by companies seeking to capitalize on growth opportunities presented by India’s hinterlands.
These consumers today represent a substantial market for brands, and ignoring them could cause companies to miss out on a significant opportunity. Why?
The buying preferences of India’s female rural consumers are changing fast, and their decision-making power and independence is increasing. These women are eager to purchase branded, high-quality products, use mobile devices to stay in touch with family and friends, and even research brands. They are no longer willing to accept inferior products simply because such offerings cost less than higher-quality ones.
This report draws on extensive conversations with a wide range of female consumers in India’s hinterlands, macro-trend analysis and discussions with business leaders across an array of industries to illuminate the aspirations, purchasing behavior and “pain points” of female rural consumers in India and suggests an approach companies can adopt to win over these consumers.