Mumbai: GroupM, WPP’s media investment group, in collaboration with Kantar, the global leader in marketing data and analytics, has released the Rural Barometer Report 2025, offering critical insights into the changing aspirations and behaviors of rural Indian consumers.
The report uncovers a complex yet evolving reality—while financial anxieties have prompted a more cautious and value-driven approach to spending, the adoption of digital technologies has witnessed an unprecedented surge, reshaping consumption and media habits across Bharat.
Despite ongoing inflationary pressures, rural India’s resilience remains evident. Price sensitivity is becoming increasingly central to purchase decisions, even as digital adoption grows across demographics, geographies, and income brackets. The report paints a portrait of a rural consumer who is both cautious and connected—measured in choices yet ambitious in outlook.
Key Financial and Consumption Highlights:
- 3 in 4 rural Indians are currently worried about financial stability
- Discretionary spends on durables and vehicles are declining
- Price consciousness is more influential than ever in driving purchase behavior
- Borrowing trends show a growing inclination towards personal loans
- Free ration schemes, particularly under PM Garib Kalyan Yojana, remain widely accessed
While younger and affluent segments show a dip in discretionary purchases, older and lower-income groups exhibit steadier consumption patterns. A noteworthy uptick in job security sentiment signals green shoots of recovery, offering a potential inflection point for future growth.
The Digital Leap:
The report underlines an accelerated digital shift—70% of rural consumers now engage with online media, marking a 28% increase since 2022. This rapid rise is most visible among Gen Z and affluent households, who are increasingly interacting with social media, video content, and messaging apps.
Yet, traditional media such as TV and print continue to maintain trust and reach, especially among older demographics. The evolving media landscape presents a compelling case for an integrated approach.
Media and Technology Adoption Trends:
- Social media and messaging apps dominate daily usage
- OTT platforms are gaining popularity in Tier 2 and rural belts
- Digital wallets and e-commerce are becoming commonplace, signaling deeper financial integration
- Traditional formats still lead among older users but are being steadily complemented by digital consumption
Ajay Mehta, Managing Director – OOH Solutions, GroupM India, noted, “The Rural Barometer Report is a strategic compass for brands navigating this dynamic landscape. As media habits evolve and digital adoption deepens even in the heartlands, it’s clear that a dual-channel strategy—blending the scale of traditional with the precision of digital—is essential. At GroupM, we see this as an opportunity for marketers to go beyond surface-level reach and build meaningful, hyper-local engagement. This report not only helps decode rural mindsets but also empowers businesses to craft smarter, more inclusive growth strategies for Bharat’s next chapter.”
Puneet Avasthi, Director – Specialist Businesses, Insights Division, Kantar, added, “As rural India becomes more connected and conscious, brands must rethink how they engage with this audience. The new rural consumer demands relevance, value, and authenticity. Marketers must move beyond a one-size-fits-all approach to adopt hyper-local, digitally powered strategies, while still leveraging the trust and familiarity of traditional media.”
As Bharat continues its digital and economic evolution, the Rural Barometer Report 2025 serves as an essential guide for brands seeking to connect authentically, strategically, and sustainably with rural India.
