The aspiration among rural consumers has resulted into adoption of urban lifestyle in the rural areas. Hence, it has grown the sales of small cars, two wheelers and many other products and services in the villages. Watch an exclusive interview with Sanjeev Shukla, Group Chief Marketing Officer, Muthoot Pappachan Group who has been instrumental in growing sales of motorcycles in rural markets in his previous organisation which witnessed 55% of its sales from the hinterlands. Currently, he is serving a leading financial services company which has larger footprints in the rural areas. He is talking on emerging rural markets, consumer insights, digitisation and many other issues related to hinterlands which can be the guiding force for the brand managers.