Rural India takes to the internet for gaming, entertainment and socialising

Dr Ramkishen Y, Professor - Marketing & International Business, K J Somaiya Institute of Management, shared his thoughts in an article titled 'Rural India takes to the internet for gaming, entertainment and socialising' in The Hindu Businessline.

The article discusses the surge in internet usage in India driven by enhanced digital infrastructure, returning migrants and a demand for culturally relevant entertainment. Prof. Ramkishen noted that the influence of rural celebrities further boosts consumption rates. He also emphasises that the accessibility, affordability and cultural relevance of online entertainment have given rise to dominant use of internet in rural India.