BE OPEN TO RURAL MARKETS FOR THE NEXT BIG GROWTH
If there is one blind spot many marketers still carry, it is this: Most of us plan campaigns from the comfort of urban boardrooms without truly seeing what is happening outside our cities. A short drive between 15 to 20 kilometers from the center of Kathmandu valley is enough to reveal a very different Nepal emerging - one that is more connected, more aspirational and more ready to spend. And the same story is unfolding across rural South Asian markets.
Rural South Asia is no longer the “slow-moving”, “low-income”, “traditional” market marketers once imagined. In Nepal, over 26% of the GDP now comes from remittances sent by millions of young workers abroad. These incomes directly fuel home construction, education, consumer goods and lifestyle upgrades in rural towns and villages. Roads that did not exist a decade ago now connect remote belts to nearby markets, making distribution easier and bringing brands closer to consumers. Smartphones and data have brought TikTok, Facebook, YouTube and online shopping including social commerce into nearly every household reshaping aspiration.
If a marketer has not visited rural markets in the last five years, they might still picture an outdated version of it. But the ground reality has changed. Villages today are a blend of tradition and modernity: A house may have a mud courtyard but a 55-inch smart TV inside, the family may continue ritual customs but their children follow Korean dramas, vloggers and influencers. Dish Home antennas, telecom towers and data packs have brought the world into rural homes. This constant exposure has raised expectations from what they wear to what they cook with, from what they ride to the brands they trust.
A simple look at any village kirana shop tells the story clearly. The shelves resemble a smaller version of Bhatbhateni: Branded noodles, chips, soaps, detergents, biscuits, shampoos, packed edible oils and beverages that were once limited to urban households. Motorbikes, scooters, mobile phones and entry level home appliances now sell in large numbers in semi urban belts. Consumers may choose different price points but their aspirations are aligned with urban lifestyles. Everyone wants better: Better looking homes, Better grooming, Better education, Better celebrations.
FMCG companies realized this early. Their rural focused distribution and education programs (oral hygiene campaigns, handwashing habits, daily uses of soaps and detergents) created lasting shifts in consumer behavior. Telecom operators such as Nepal Telecom, Ncell, Grameenphone, Robi, Banglalink in Bangladesh and Jio, Airtel in India accelerated the transformation by providing affordable data and cheap smartphones connecting even the smaller towns to global trends. Today, rural youth scroll TikTok as actively as urban teenagers. They compare brands, follow creators, demand quality and are quick to switch if something better arrives.
Rural aspirations today are also being shaped by migration. Almost every household in rural Nepal (and similarly in India and Bangladesh) has someone working abroad in Korea, Malaysia, Qatar, UAE or Saudi Arabia. These sons, daughters, brothers and husbands do not just send money. They send new ideas home. They share images of modern homes, upgraded lifestyles, new foods, global fashion and digital habits. This exposure influences the entire family’s mindset. Rural Nepal now believes that progress is possible and they are actively working toward it. Homes are being rebuilt with modern designs, families invest in better home appliances, children grow up with smartphones and TikTok and parents follow trends on Facebook and YouTube. The aspiration gap between rural and urban households is shrinking faster than most marketers realize.
For marketers, ignoring this audience is no longer an option. Any brand aiming for double digit growth must expand its lens beyond urban centers. The purchasing power in rural markets is rising. Remittance now accounts for nearly one third of Nepal’s GDP, giving families higher disposable income and a stronger appetite for quality goods. The desire for better products from FMCG to finance products to smartphones is stronger than ever. And loyalty can be built early if brands show up consistently and respectfully.
The key is to avoid outdated assumptions. Rural consumers are not “less informed”. They are digitally connected, culturally aware and value driven. They compare before they buy. They ask shopkeepers, follow influencers, watch product reviews and consider long term value. They may not spend frequently but when they do, they spend meaningfully. For many rural households, a TV, a refrigerator, a mobile phone or a beauty product is not a casual buy. It is an aspiration fulfilled. And brands that understand this earn strong emotional equity.
Rural South Asia is no longer on the sidelines. It is the next growth engine and the brands that move early will lead the next chapter of market expansion.
NOTE:
This article is part of an ongoing exploration of how brand communication and media are evolving across Emerging South Asia. As I revisit chapters from Brandsutra and reframe them for the realities of 2025, the objective remains unchanged: To enable brands to think sharper, plan smarter and build deeper connections.
More insights will follow.
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Ujaya Shakya is the Founder of Outreach Nepal and the author of Brandsutra. He also represents the Nepal Chapter of the Rural Marketing Association of India (RMAI)
