New Delhi, April 17 -- For years, marketers have relied on the narrative of "aspirational Bharat" to fuel rural campaigns-one that framed India's villages as digitally connected, upwardly mobile and brand-hungry. However, new data from Kantar's Rural Barometer 2025 and insights from media agency GroupM suggest that rural India is entering a more cautious phase.

Rising expenses, flat incomes and inflationary pressure are making consumers more selective, even as aspiration continues to simmer beneath the surface.

"Expenditure in rural India has grown faster than incomes. For every additional rupee earned, households are spending Rs.1.50," said Puneet Awasthi, director-customer strategy and insights, South Asia, at Kantar. "That imbalance ...