Earlier this month, research company Kantar and media agency Group M’s Dialogue Factory unveiled the third edition of the Rural Barometer Report, that explores consumer behaviour and purchase patterns across rural India. The big headline? It’s the finding that rural India is on the brink of an e-commerce revolution, though concerns about health, nutrition and job security remain paramount. To know more, MELT was in conversation with Dalveer Singh (Head – Experiential Marketing (APAC), Dialogue Factory) and Puneet Avasthi (Senior Director – Specialist Businesses, Insights Division at Kantar). What do marketers need to know form the report? Let’s find out.