Sales, service and social impact: Mitigating COVID’s effect on rural India

LinEngage’s Sriharsh Grandhe looks at the many ways that Indian businesses have been helping rural consumers get through the COVID-19 pandemic.

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

Businesses are in the midst of the grimmest challenge ever faced in modern times. The spread of COVID-19 has impacted the other 4Ps of marketing like never before.

The first wave of the pandemic was sudden enough and gave no clues to time, place and pace. The effect was felt more in cities with denser populations, so much so that during the first wave, there were reports about COVID being an urban-only virus. T