Brands
Rural India tightens purse strings, but swipes right on digital
MUMBAI: Rural India, it seems, is having a bit of a digital dance while keeping a tight grip on its wallet. GroupM and Kantar’s Rural Barometer Report 2025 reveals a nation grappling with the ‘pinch-penny’ reality of rising expenses, yet diving headfirst into the digital deep end.
Forget the quaint image of the village square; rural India is now scrolling, streaming, and swiping with gusto. Seven in ten rural consumers are now online, a whopping 28 per cent jump since 2022. Social media, video content, and instant messaging? They’re the new village gossip, especially among the young and the loaded. But hold your horses, television and newspapers still hold sway with the older crowd, proving that old habits die hard.
Financial anxieties are playing a havoc with household budgets. Three out of four rural Indians are fretting about their finances. Younger, flashier spenders are cutting back on the big toys—durables and vehicles—while the older, thriftier lot are keeping things steady. Personal loans are on the up, suggesting a ‘bit of a pickle’ as folks juggle their cash. But, there’s a glimmer of sunshine; job security optimism is bouncing back..
The government’s PM Garib Kalyan Yojana, especially the free rations, is a ‘real life-saver’, proving that a bit of state-sponsored generosity goes a long way.
GroupM India managing director -OOH solutions Ajay Mehta said: “The Rural Barometer Report is a strategic compass for brands navigating this dynamic landscape. As media habits evolve and digital adoption deepens even in the heartlands, it’s clear that a dual-channel strategy blending the scale of traditional with the precision of digital is essential. At GroupM, we see this as an opportunity for marketers to go beyond surface-level reach and build meaningful, hyper-local engagement. This report not only helps decode rural mindsets but also empowers businesses to craft smarter, more inclusive growth strategies for Bharat’s next chapter.”
Kantar director- specialist businesses, insights division Puneet Avasthi added, “As rural India becomes more connected and conscious, brands must rethink how they engage with this audience. The new rural consumer demands relevance, value, and authenticity. Marketers must move beyond a one-size-fits-all approach to adopt hyper-local, digitally powered strategies, while still leveraging the trust and familiarity of traditional media.”
Brands must ditch the ‘one-size-fits-all’ claptrap. Rural India wants it real, relevant, and authentic. Go hyper-local, go digital, but don’t forget the old favourites.”
In essence, rural India is a ‘right proper’ mix of caution and connectivity, a ‘digital dynamo’ with a keen eye on the price tag. Brands, take note: it’s time to get your digital act together, whilst still paying homage to the traditional.
Brands
Emami names Dhruv Aggarwal as chief growth officer
Former Bain partner steps in as FMCG firm sharpens growth playbook
MUMBAI: Emami Limited has appointed Dhruv Aggarwal as its chief growth officer, effective 25 March 2026, following the resignation of Giriraj Bagri.
Aggarwal joins the FMCG major from Bain & Company, where he most recently served as partner. With over two decades of experience across consulting and strategy, he brings a global perspective shaped by work across India, the US, the UK and Germany.
During his tenure at Bain, Aggarwal advised consumer, retail and media companies on large-scale transformations, business turnarounds and growth strategies. He was also closely involved with India’s startup ecosystem, guiding early-stage ventures on scaling and digital expansion, while supporting private equity and venture capital firms on investment decisions.
His earlier stints include a brief role at Barclays Capital and operational experience at Jindal Power, giving him a mix of financial and industry exposure.
Academically, Aggarwal holds an MBA from Indian Institute of Management Bangalore and has also been associated with University of Illinois Urbana-Champaign as a PhD candidate and teaching assistant.
The appointment comes at a time when Emami Limited is looking to sharpen its growth strategy in a competitive consumer market. With a seasoned strategist now at the helm of growth, the company appears set to double down on transformation and expansion in the months ahead.
