Consumer companies need to refocus rural strategies after the pandemic. Here are some pointers.
A woman shopkeeper in Badami, Karnataka
Synopsis
With rural accounting for 35%-40% of the business for most consumer-facing companies, having a distinct strategy is imperative to drive business growth over the next three to four quarters. However, the rules of the game to excel in rural have changed.
Across consumer-facing industries, excelling in rural India is being seen as a key element in recovering the ground lost to the Covid-19 pandemic. The rural economy is getting a lot of attention, as it has been outgrowing the urban one because of the limited perceived impact of Covid-19, a rich harvest, and reverse migration of labour from towns and cities to villages. With villages accounting for 35%-40% of the business for most consumer-facing
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