MUMBAI: Post a successful execution of the world’s largest rural survey by Chrome Data Analytics and Media, the company has revealed some game- changing numbers for FMCG brands.

Amongst other findings, the Rural Establishment Survey states that while 80% of rural Maharashtra uses mobile phones, only 20% are actually using internet services on them. The extensive survey that was spread across a period of 15 months, has also reported a number of other interesting insights that will change the way FMCG brands are targeting their user base.

When it comes to educational infrastructure, the rural institutions seem to be moving in the right direction. According to the report, 1/3rd of schools in the area have access to the internet. The report also goes into marketing and branding effectiveness through the questionnaire. For example, one of the country’s largest selling two-wheeler companies is still known by its former name, years after breaking up with its Japanese collaborator.

On speaking to Chrome DM CEO Pankaj Krishna about the impact of this study he stated that ‘The study has taken a deep dive into rural India’s consumer behavior and habits, which is a sure shot solution for FMCG brands to redirect their sales and marketing strategies.’

Further to this, the report is aimed at assisting companies to tap the untapped market. Especially since 74% of the Indian population still resides in rural areas, there is a huge opportunity for companies to scale up their sales to the next level.