Insights

Latest Insights

December 2022

18th

December

2022

Report
Digital footprint: Is there really an Urban-Rural divide?
It is estimated that while urban users grew by 4%, rural users were actually growing by 13%, implying that by 2025, there will be more rural internet users than urban.

18th

December

2022

Report
Fast food consumption among rural adolescents increasing risk of obesity
The most consumed ‘fast food’ item among adolescents is chips/Kurkure type of snacks with 87% having consumed the same about three times in the past 7 days.

18th

December

2022

Report
Quality diet still elusive to many in rural India
The average Individual Dietary Diversity Score (IDDS) was 4.20 out of a total possible score of 12. This means an average rural household could only consume 4-5 out of the 12 food groups for a balanced diet in the last 24 hours.

18th

December

2022

Report
India’s Consumer Sentiment – May/June 2022
Given that 2021 was a tough year in terms of COVID-related disruptions, close to half of the earners confirmed that there has been some sort of economic recovery. However, the recovery was ten percentage points higher in urban areas than in rural.

18th

December

2022

Report
Insights into Rural Entrepreneurship

The average number of households where there was someone who was running a business enterprise was 6.3%. Nearly 62% of rural businesses are retail trading outlets. Nearly 9 out of 10 rural businesses are first-generation enterprises.

18th

December

2022

Report
Perceptions of the State of the Nation
The biggest issue in India today is unemployment, being the priority choice of nearly 33% of urban respondents and over 37% of rural respondents.

18th

December

2022

Report
Are Indians financially ready for retiring from work?
Universally, higher share of the older age group tends to believe that their children would take care of them in their old age; but this sentiment is not reflected in the view held by the younger earners.