Rural India’s Gen Z consumers are buying across more categories, spending more time online and adopting AI tools faster than older groups, according to the Rural Barometer Report 2026 by WPP Media and Kantar. Based on a June 2026 study of rural mobile users across 12 state groupings, the report shows Gen Z (18-29) now buys across 19.1 categories a month, up from 17 in February 2025. Their health and wellness basket grew 36%, while convenience foods expanded 27%.
Gen Z also leads in digital engagement, spending 115 minutes online daily against the rural average of 93. Around 39.4% of rural Gen Z shop online, compared with 29.6% across rural India. AI usage is rising too: 52.6% of rural consumers use at least one AI-enabled feature, climbing to 60.4% among Gen Z.
Influencers are shaping discovery as well. About 32.3% of rural adults follow them, rising to 40.9% among Gen Z, and 77.3% of followers trust their recommendations. However, only 12.4% buy directly after viewing content, with many turning to family, friends or online research first. Rural women are narrowing the gap, with online shopping rising from 20% to 29%, and more than 83% of respondents calling local-language content essential.
Ajay Mehta, WPP Media India, said rural consumers cannot be treated as a uniform market, while Puneet Avasthi, Kantar, noted that creators and AI are changing how brands are discovered and bought.
