How can brands help resilient Indian MSMEs seize opportunity in the COVID-19 crisis?

Kantar’s Biswapriya Bhattacharjee outlines how brands can better engage Micro, Small & Medium Businesses in India as COVID-19 continues to disrupt operations.

Why it matters

In India, MSMEs are a lifeline, contributing to 99.8% of all businesses in the country and employing more than 120 million people. For brands that include these resourceful ventures as a customer segment, now is the time to proactively engage and off

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