Bharat Rising: Reconnecting with the soul of India

This ethnographic study on rural India was based on qualitative research – structured interactions with 130 customers, retailers and influencers – across 32 towns in 16 states, covering all 4 regions (North, East, West, South) in India.

This article is part of a Spotlight series on rural marketing in India. Read more.

To feel the real pulse of India, it is extremely important to move beyond high-profile Metro cities that constitute less than 20% of the Indian population – and look at semi-urban,...