India, Oct. 10 -- A comprehensive research report has revealed surprising insights into the purchasing behavior of rural India during the festive season, shedding light on the country's 600 million rural consumers. Based on 37,629 responses across more than 1,500 villages in nine states, the study presents one of the most detailed analyses of rural consumer preferences ever conducted in India.

The findings uncover a digital adoption paradox - nearly two in five rural consumers with no formal education prefer buying smartphones online, while fewer than a third of college-educated consumers choose online stores. Aspirational spending trends also emerge strongly, with even households earning below Rs.2.5 lakh annually willing to spend Rs.10...