India’s consumption story is rapidly shifting beyond metros, with Tier 2 and Tier 3 cities and small towns shaping the country’s next phase of growth, according to a new consumer study released by Rukam Capital. Titled Beyond Metros: The Real Story of Bharat’s Next 500 Million, the report finds that 84–89% of Bharat consumers now use WhatsApp as their primary digital platform, spanning communication, product discovery and even commerce. The study highlights a clear shift in influence and decision-making. Content creators have overtaken celebrities as trusted voices, with 22–23% of consumers relying on creator recommendations, while celebrity influence has fallen to just 3%. Discovery has become video-first and research-led, as 37% of consumers depend on YouTube reviews, 32% discover products through social media, and 35% use e-commerce platforms mainly for research rather than impulse buying.
Payments behaviour also reflects discipline. UPI has become the default payment method for 67% of Tier 2 and Tier 3 consumers, underlining value-led and planned spending. Trust, community validation and transparency now play a decisive role in purchase decisions, the report notes.
Guwahati is witnessing these trends on the ground, with WhatsApp-based enquiries, creator-led product discovery and UPI payments becoming routine among non-metro buyers. Local businesses say customers increasingly research online before visiting stores, reflecting Bharat’s growing preference for informed and trust-driven consumption. The survey, conducted with YouGov across 18 states and over 5,000 respondents, concludes that Bharat’s next 500 million consumers are no longer emerging but actively shaping India’s retail and digital economy.