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Masters of Rural Markets Series Women Consumers in Rural India: Who They Really Are—and How to Win Their Business Women living in rural India have for long been ignored by companies seeking to capitalize on growth opportunities presented by India’s hinterlands. These consumers today represent a substantial market for brands, and ignoring them could cause companies to miss out on a significant opportunity. Why? The buying preferences of India’s female rural consumers are changing fast, and their decision-making power and independence is increasing. These women are eager to purchase branded, high-quality products, use mobile devices to stay in touch with family and friends and even research brands. They are no longer willing to accept inferior products simply because such offerings cost less than higher-quality ones. Our research on women consumers in We developed this report to address India uncovers surprising realities about this issue. The fourth in our Masters of what they want and why. To capture share Rural Markets series, the report draws of mind and wallet of these consumers, on extensive conversations with a wide companies must treat this segment range of female consumers in India’s uniquely and offer rural Indian women a hinterlands, macro-trend analysis and tailor-made proposition. Companies will discussions with business leaders across have to differentiate themselves clearly an array of industries to illuminate the through products and services to build aspirations, purchasing behavior and trust and win rural female consumers’ “pain points” of female rural consumers hearts. Today, we see very few companies in India. meeting these imperatives. 2 Contents Foreword 4 Executive Summary 6 1. Getting to Know India’s Rural Women Consumers 9 2. Uncovering New Realities about Indi