Creators replace celebrities, UPI dominates payments, and video-led research reshapes consumption beyond metros
India’s consumption growth is decisively shifting beyond metros, with Tier 2, Tier 3 cities and small towns emerging as the country’s next demand engine. This transformation is at the heart of Beyond Metros: The Real Story of Bharat’s Next 500 Million, a new consumer study released by Rukam Capital, which maps how non-metro Indians discover brands, build trust, and make purchase decisions.
WhatsApp Becomes Bharat’s Digital Backbone
One of the report’s most striking findings is the dominance of WhatsApp as Bharat’s primary digital platform. Nearly 90% of consumers across Tier 2 and Tier 3 markets use WhatsApp not just for messaging, but also for discovery, coordination, and commerce-related interactions. This positions the platform as the central layer of everyday digital life in non-metro India.
Creators Overtake Celebrities in Driving Trust
The study highlights a fundamental shift in influence dynamics. Creators have replaced celebrities as the most trusted voices, with 22–23% of consumers relying on creator recommendations. In contrast, celebrity influence has fallen sharply to around 3%, underscoring the growing importance of relatability, demonstration, and lived experience over aspiration-led advertising.
Discovery Is Video-First and Research-Led
Bharat consumers are increasingly informed and research-driven. 37% rely on YouTube reviews, while 32% discover products via social media. Notably, 35% actively use e-commerce platforms as research engines, well before making a purchase. This marks a shift away from impulse buying toward evidence-based decision-making.
UPI Anchors Value-Led Commerce
Payments behaviour reflects discipline rather than spontaneity. UPI has emerged as the default payment layer, used by 67% of Tier 2 and Tier 3 consumers. The report notes that spending is closely tied to value, timing, and utility, with festivals influencing discretionary purchases more than quick-commerce or instant gratification models.
Trust is the central currency of consumption in Bharat. 22% of consumers rely on word-of-mouth, while 43% of Tier 3 consumers verify brands through official websites before purchasing. Customer service, sustainability claims backed by peer validation, and transparency play a growing role in shaping confidence.
Gaming and Vernacular Content Gain Ground
Gaming has emerged as a high-intent influence channel, with over 50% of Tier 2 and Tier 3 consumers responding to in-game advertising. Meanwhile, vernacular OTT platforms and utility-driven apps continue to gain traction, reinforcing the need for culturally rooted engagement.
The study, conducted with YouGov across 5,000 respondents in 18 states, concludes that Bharat’s next 500 million consumers are already shaping India’s retail future. For brands and founders, long-term growth will depend on understanding how Bharat discovers, validates, and spends—grounded in trust, relevance, and real utility.
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