Mahindra Finance: Battling the rural India challenge

Ramesh Iyer, vice chairman and managing director, Mahindra Finance outlines the challenges of serving rural consumers in India and how digital could be the key to unlocking potential.

With nearly 70% of India’s population living in rural areas and with purchasing power and mobile connectivity on the rise there, several marketers have been eyeing the rural segment. However, consumers in the rural markets of India are vastly different from those of urban areas and marketers need to first understand them.

This was the essence of the presentation made by Ramesh Iyer, vice chairman and managing director, Mahindra Finance, at the Chief Digital Officers’ Summit held in Mumbai, organised by the IAMAI – Internet & Mobile Association of India. He also stressed that the digital medium can help fill...

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