This article is part of a Spotlight series on rural marketing in India. Read more.
Rural consumers account for more than 70% of India, the second most populous and the fastest growing country in the world. It can be inferred that any global mass brand needs to succeed among rural Indian consumers. (Okay, that was a tad bit exaggerated given the number of Chinese consumers).
But how does a brand go about connecting with this rural Indian audience? What are the rules of marketing to engage with this consumer?
There is a guidebook on this. It starts...