Non-metro consumers in India are increasingly using WhatsApp for all their digital needs. India’s non-metro consumers are increasingly relying on WhatsApp as their primary digital platform, with nearly 90 per cent using the messaging app for communication, discovery and commerce.
According to a new consumer study by early-stage venture capital firm Rukam Capital titled ‘Beyond Metros: The Real Story of Bharat’s Next 500 Million’, shows a shift in how consumers in tier-II and tier-III cities discover brands, make purchasing decisions, as consumption growth continues to move beyond large metropolitan markets.
“For a long time, Bharat has been spoken about through a metro lens, and that has limited how we understand its consumers. What we saw through this study is a far more confident and deliberate consumer, one who researches deeply, relies on community validation, and values consistency over hype,” said Archana Jahagirdar, founder and managing partner, Rukam Capital.
Creators have emerged as the most trusted source of influence, with 22 per cent of consumers relying on creator recommendations, while celebrity endorsements now influence only about 3 per cent of respondents.
The study further reveals product discovery is increasingly video-led and research-driven, with 37 per cent of consumers depending on YouTube reviews, 32 per cent discovering products through social media, and 35 per cent using e-commerce platforms as research tools before making a purchase.
Digital payments have become deeply embedded in non-metro consumption. UPI is now the default payment method for 67 per cent of tier-II and tier-III consumers, reflecting value-led and planned spending behaviour rather than impulse buying.
In addition, around 43 per cent of tier-III consumers verify brands through official websites, while 32 per cent consider customer service interactions before purchasing. Word-of-mouth continues to matter, influencing 22 per cent of consumers, highlighting the role of community validation in non-metro markets.
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