Success in rural India requires understanding and a relentless pursuit

Looks at how marketers need to take a more strategic, sustained and an inclusive approach to convert rural consumers to brand fans in India.

This article is part of a Spotlight series on rural marketing in India. Read more.

The size and appeal of rural India has tempted brands for decades, with countless attempts to capture a market that accounts for 12.2% of the world’s population. But not many have succeeded.