Now, ruralites also buying anti-aging creams, microwave ovens

Rural consumers are fast catching up with its urban peers as buyers in rural areas are now spending more on certain international brands and premium aspirational appliances in comparison to urban customers.

According to a ToI report, the villagers and small town natives of India have been investing not only in liquid soaps or cream biscuits, but have expanded their choices to more "posh" belongings such as microwave ovens, diapers, anti-ageing creams and international cosmetic brands such as Maybelline cosmetics and Garuda Foods.

According to consumer insights gathered by StoreKing's, a rural tech start-up, a definite trend and interest in more international brands can be seen in the rural markets, with diapers and anti-aging creams becoming the hot selling items in those areas.


E-commerce companies are playing a major role in driving the segment. With changing nature of lifestyle and reach of e-commerce companies, people in even remote areas are also demanding "new-age" products. However, the price tag continue to matter the most in terms of choices as only the "lower-end segment" of products are showing growth.

Besides e-commerce, neighbour's choice also plays a very important role in influencing the buyer's decisions. Be it buying a laptop, two-wheeler, jewellery or a car, peer influence and status quo act very strong in driving the final decision. A Karnataka village named Hanchipura saw almost all household buying a red Hero Honda Splendor because his/her neighbour bought it too.

Further, the proliferation of direct-to-home (DTH) TV and mobile internet have also made them more aspirational.