MAM
Digital is the key to unlocking Emerging India
NEW DELHI: The next big market is beyond metros’.
Non-metros, rural, tier 1, 2, & 3 are driving the next wave of consumption in the country. There is no product category on the shelf that does not sell well in this region. However, the consumer and the consumption pattern is also much different from what we see in the metros.
Better known as Emerging India or Real Bharat, the audiences in the region are aspirational and keen to spend on newer experiences. Brands and marketers are very excited about this opportunity and working towards chalking out a strategy to increase its footprint, strengthen the distribution, and create tailor-made range of products for the audiences region. All of them are leveraging digital medium to crack this billion dollar puzzle – ‘Real Bharat’.
Natter, a leading Delhi-based digital marketing agency that has placed itself comfortably between the consumer insights and marketing requirements, is accompanying brands in this journey to crack the Real Bharat code. It undertook a study with 11000 respondents across 10 states to get an indepth analysis on the digital consumption patterns of this new consumer. The new-age agency that aims to position itself as the one-stop solution to all the brand requirements has come up with a report ‘Digital Unlocked for Emerging India’. The report clearly elucidates the role of 'Digital' in Emerging India is not just restricted to advertisements, but it will be the medium to engage, reach and sell.
It further enables the marketers and brands to deep-dive into the consumption & spending patterns, digital penetration, entertainment choices and mediums, language preferences of ‘Emerging India’ across socio-economic groups and geographies.
Some of the key points highlighted in the report are:-
• 43% respondents are taking farming as primary occupation; 21.5% use WhatsApp groups for gathering farming related information; 9.9% farmers watch farming related videos on YouTube
• 37% women access internet for songs, movies; 18% watch funny videos; 16% educational videos;
• Samsung leads in the smartphone & feature phone category
• 50% respondents use Jio followed by Airtel
• Order from E-commerce: Flipkart (46%), Amazon (33%), other local online stores (16%), Snapdeal (5%)
• YouTube: 63% go for entertainment & songs, 12% education related videos, 25% business & farming related videos
• WhatApp: 68.3% use it for connecting with friends, 21.5% use it for farming related information, and 7.5% for buying and selling information.
• Facebook: 65% respondents had profile on Facebook
• Gaming: Time spent on gaming has increased, and increasingly females are also playing more.
Jankana Kaul, Founder & CEO, Natter says, “The focus of report has been to capture the variations in digital consumption patterns & insights on different needs of Digital citizens in Bharat. At Natter we will continue to de-code these differences & capture nuances to help marketers to opt, devise & craft solutions relevant for rural consumers. With more than a decade long brush with Bharat, I have seen a steady pace of digital evolution & now giants entering this space to woo this consumer class. Here we are in next phase of Digitisation – an imperative shift from WHY DIGITAL TO HOW DIGITAL. And at Natter we provide you with the HOW STRATEGY.”
Avinash Joshi, COO Natter says, “We at Natter strongly believe and aim to initiate and catalyze discussions around the significant advancements in adoption of digital across emerging India. In its first edition, the Digital Unlocked report reveals the most significant shift in digital that will be driving marketing strategies, company investment and consumer behaviour. Brands leading the way in engaging and providing the needed value are more likely to significantly exceed their business goals. Digital Unlocked will prove to be a valuable tool for our teams at Natter and marketers across the globe.”
You can download the report here.
Brands
Jubilant FoodWorks faces Rs 47.5 crore GST demand, plans appeal
Tax authorities flag alleged misclassification of restaurant services
MUMBAI:Â Jubilant FoodWorks Limited has landed in a tax tussle after receiving a GST demand of Rs 47.5 crore from the office of the additional commissioner of CGST and central excise in Thane, Maharashtra.
The order, issued under the provisions of the Central Goods and Services Tax Act, 2017, relates to an alleged incorrect classification of certain services under the category of restaurant services. According to the tax authorities, this classification resulted in a short payment of goods and services tax for the period between the financial years 2019-20 and 2021-22.
The demand includes Rs 47.5 crore in GST along with an equal amount as penalty, in addition to applicable interest. The order was received by the company on March 13, 2026.
In a regulatory filing to the BSE Limited and the National Stock Exchange of India Limited, the company said it disagrees with the order and believes its arguments were not adequately considered.
The company is preparing to challenge the decision and plans to file an appeal. It added that once the redressal process is complete, the demand is likely to be dropped.
Despite the sizeable figure attached to the notice, the company said it does not expect any material impact on its financials, operations or other activities.
The disclosure was signed by Suman Hegde, EVP and chief financial officer, who confirmed that the company received the order at 19:06 IST on March 13 and has already initiated steps to contest it.
The development places the quick service restaurant major in the middle of a tax debate that could hinge on how certain restaurant-linked services are classified under GST rules. For now, the company appears ready to take the matter from the tax office to the appeals desk.
