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Essay text:
Forget all of us sitting in the cities (4.4% more) -- 12.2% of the world lives in
rural India. Which, given our effective lack of knowledge makes it a bit like one of the
world's last great undiscovered countries.
Rural inhabitants aren't a different species, but consumers as quirky and
demanding of marketers as any of their urban cousins. And just as eager to consume --
maybe even more so, given their access to messages of consumption via TV, but lacking
the easy access that makes urban consumer’s blase. For marketers the potential is huge --
a country waiting eagerly for their products, providing they can make the effort to export
inwards, and learn to play the games by rural rules...
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