PwC’s Pulse Survey underscored the determined intent of companies across industries to tap into the inevitable rural juggernaut fuelled by the rising income levels and middle-class aspirations as well as continued investments in infrastructure in rural and ‘rurban’ areas.
Based on the figures of the Census 2011 report, the current rural population can be estimated to be 875 million. If we consider the Tier I and Tier II towns as well, this figure is likely to touch one billion today. That is about 14 per cent of the world’s population, one that is young, ambitious, spreading its wings and has developed an appetite for the best products and services.
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