Social change and upward mobility: what numbers can’t tell you


Photo Credit: Rajesh Aithal

Rajesh Aithal noticed this first, in a rural Indian haat or market. Macaroni displayed and sold like any other staple commodity. Pasta was not part of the staple Indian diet, at least not the rural one. It wasn’t mainstream even 10 years ago.

Is it a sign of the adoption of urban consumption patterns as signal of upward mobility? Or are there more pragmatic reasons for its popularity?

If nothing else, its certainly an indisputable sign of social and cultural change in rural India.

This entry was posted in Consumer Behaviour, India, Marketing, Perspective, Prepaid Economy & Informal Sector, rural, User research and tagged , , , , , , . Bookmark the permalink. Trackbacks are closed, but you can post a comment.

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