RURBAN APPROACH WILL YIELD RICHES

THE The consumption story of India will only become stronger moving forward. Aspirations are rapidly converging between urban and rural India due to the advent of the internet and smartphones that have significantly bridged the information divide between urban and rural consumers. The convergence of aspirations in the digital age has been far sharper than what we had imagined. Additionally, at a given income level, both urban and rural consumer groups desire a similar standard of living, aspire for a similar set of brands and are equally comfortable with technology-enabled consumption. This indicates that consumption of branded goods with high quality, safety, nutrition and credentials will see