Rural aspirations fade amid money troubles

THREE IN FOUR RURAL INDIANS EXPRESS ANXIETY OVER THEIR FINANCIAL STABILITY

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If you know Ankur Dahiya's background, you will understand why she built Rozana, an e-commerce platform for rural India. Born to a conservative family in Haryana, she grew up in the village, living the rural life, fighting to study computer science and management. Later she consulted on several rural projects of the government, across 13 states, understanding the service need-gaps and paucity of products first-hand.

Four years ago, she co-founded Rozana, a hyper-local e-commerce platform currently servicing 19,000 villages in Haryana and Uttar Pradesh.

Familiar with the hole-in-the-wall kirana shops stocking limited items, Dahiya offers a wider selection of branded products — from food and beverages to personal and home care to kitchen items. Aspirations and tastes of rural India have evolved. "People living in small villages like the convenience of online shopping, seek quick deliveries and are open to trying out new products", she says.

Her observations are backed by The Rural Barometer Report 2025 released last week by GroupM and Kantar which showcases the evolution of rural consumers, recalibrating their choices amidst economic strain even as they embrace digital platforms. From tighter household budgets to increased trust in digital media, the report reveals a rural consumer that is cautious yet connected.