Do You Know What is More Important in Rural India than Common Necessities!
Smartphones have made deep inroads in rural India and even they have a 'selfie' fetish, similar to urban kinds. The smartphone trend is rising in rural sector, so much so that the rural population is using money to recharge their phones to watch online videos than spending on low-cost FMCG items such as cold drinks, chocolates, etc. The ten-rupee recharge pack is a hit in rural India. "The 'selfie culture' is making consumers spend more on their phones rather than on fast-moving consumer products, which are discretionary," Suresh Narayanan, managing director of Nestle India, told ET. As per the Internet & Mobile Association of India (IAMAI), the mobile internet user base in rural India nearly doubled in 2015, while in urban sector, it increased by 71%. "Spends on mobile recharges - or low-priced entertainment options - have been replacing impulse buys in rural markets. It's been directly impacting a category like ours and we