Spends to grow 21% in Tier 2, 3, 4 towns & cities: Nukkad Bharat Insights

Even as there is an element of gloom in the metros about consumption, Tier 2, 3 and 4 towns and cities seem to buck the trend. According to leading specialist ‘Bharat’ marketing outreach firm Nukkad Official, a part of martech firm Vatsana Technologies, spends will grow 21% in Tier 2, 3 and 4 towns and cities.

Nukkad Official has been serving Tier-2/3/4 audiences in the country for the last nine years and is part of Vatsana, a leading player in offering digitally-driven marketing solutions. The survey, part of the Insight Bharat series, also determined that 60% of Bharat enjoyed shopping on e-commerce portals. 

Insight Bharat is a monthly series of focussed studies conducted online by the Nukkad Official team. This survey was conducted in the month of January 2023.

Other highlights of the survey:

• Over 65% of Tier 2/3/4 audiences feel that education is the key to greater professional success. Better education has a direct correlation with monetary success, they say. Edtech platforms are an excellent starting point to stay home and study
• 60% of Bharat enjoy shopping on e-commerce portals, reveals a Nukkad Official survey
• Mobile phones, electronics are the first choice in e-shopping
• Mobile phones are the #1 personal status symbol, as per 73% of respondents
• Covid has taught them it is important to conserve cash and save for the rainy day: 87% have stopped unnecessary expenses
• Travel is something which over 65% of respondents want to do, citing they consider it a destresser
• Telecommunications and Digital are the biggest equalisers for Tier 2/3/4 residents. You don’t have to live in a big city to be ahead in life

Runa Sinha, CEO, Nukkad Official, noted, “The last 30-plus years have seen a tremendous India story, post liberalisation. Coupled with the media boom and the internet first and later mobile revolution, we see that geographical location of an individual is no longer a factor in her/his progress in life. At Nukkad Official, we appreciate the power of the audiences in Tier 2, 3 and 4 India, and have specialised in our outreach to them. We believe we are best placed to understand ‘Bharat’ consumers, their lifestyle and aspirations.”

Sinha further said, “The Insight Bharat series will be published every month and highlight various aspects of Bharat audiences.”