Kantar: Rural India sees 43% rise in digital payments, 23% e-commerce growth
Kantar’s ‘India at Crossroads’ report outlines key trends shaping Indian marketing in 2025, focusing on socio-economic shifts, rural consumption growth, and the evolving aspirations of Gen Z and smaller families. It emphasizes tailored brand strategies, digital adoption, and the need for unique, consumer-centric narratives. Brands must embrace complexity, harness data-driven insights, and leverage diverse media channels to thrive. With rural optimism, premiumisation trends, and nuanced Gen Z engagement, the report provides actionable guidance for navigating India’s dynamic market landscape.
