Revenge of the Walking Scarecrow: Seizing the Winds of Change in Rural India

Kantar IMRB, a market research, survey and business consultancy, details its research findings, which show how rural India is growing in its appeal as a new destination for urban people.

Parting The Clouds

The identity of Rural India can be likened to a cloud covered mountain, where the climbers have little clue about its altitude. What they know is shrouded in mystery, based on the tales of the mountain dwellers, and information - often misinformation, that is pervasive on Google. The truth of the mountain is only known to the climbers who have reached the its peak of the mountain. They are the achievers and their prize is priceless.

Like the clouds that swirl around a mystical high-altitude mountain, a fog of myth, misinformation and manufactured perceptions also blurs the...

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