Key truths about young Indian consumers, many of which clash with our urban assumptions about non-metro India, revealed in a new report
Girl Uninterrupted is a study I had wanted to take on for almost a decade, for the simple reason that media portrayals of small-town India have, at some point, taken over from the reality to the extent that even marketers believe that what they saw in the last year’s hit comedy film represents the reality of ‘bharat’.
At the same time, I began to notice that every meeting about Gen-Z and the changing image of India revolved solely around what was happening in affluent circles, in metro cities.