New-age cos chase gold far from the city centres

A new wave of urban-focused consumer technology and lifestyle brands is pivoting toward smaller Indian towns, following the path of established auto and consumer goods giants, as rising incomes and digital adoption fuel a new phase of growth outside major metros.

- Ayaan Kartik & Nehal Challa wala

Executives and independent experts say the shift is driven by accelerating consumption power and a convergence of aspirations in Tier 2, 3, and 4 cities, which are now becoming key markets for electric vehicles (EVs), digital-first retail, quick commerce, and organized jewellery.