India's rural growth engine: the need to address rural diversity

Purpose The article aims to examine the rural‐urban divide used as a premise for idiomatic understanding of Indian rural consumers, and review current practices. This may be self limiting, and may trap marketers in an idiom that is not in touch with current realities in the rapidly evolving rural market. The paper highlights the rapid changes, emerging segments, the factors affecting change, and the need to revisit the rural idiom, with a more...