1. Create trust and relevance through an ecosystem of stakeholders: engage with a wide set of stakeholders to prove that the business is a force for widely shared good.

2. Define a unique value proposition for rural customers: Successful companies continuously renew their commitment to— and strengthen their capabilities for—knowing rural customers and delivering experiences tailored to their needs, values and preferences.

3. Engage the right set of influencers: Since most brands have a relatively short history in rural India, word of mouth plays a much stronger role in acquiring rural customers than it does in urban markets.