As hygiene awareness rises and consumer behavior evolves, rural India presents both an opportunity and a challenge for brands. While millions of households are adopting new hygiene habits, many decisions still depend on tradition, income, access, and cultural values.

Our exclusive, on-ground report made from over 8400+ responses dives deep into the patterns, preferences, and psychology behind soap usage in villages across India. Whether you’re a marketer, product innovator, or strategist—this data-backed report is your gateway to building more impactful rural campaigns.

• 32% of the respondents in UP say that Parents or elders in the family decide which soap or handwash to buy in their household
• 38% of the respondents consider protection from germs and infections as the most important factor while choosing soap.
• 54% of the respondents reported that they do not have a pipeline water connection at home
• 50% of the respondents said that men and women in their family use separate soaps
  

• Sharpen Your Targeting: Decode regional language preferences, cultural beliefs, and local hygiene narratives to create hyper-local campaigns that build trust and brand recall. Tailoring your message with cultural relevance isn’t a bonus—it’s a necessity in rural markets.
  
•  Innovate with Purpose: Identify unmet rural needs—like affordability, multipurpose usage, or preference for natural ingredients—and design products that aren’t just sold, but used and loved. This report helps you align innovation with real-world usage patterns.
  

Don’t market in the dark. Get a front-row seat to how rural consumers think, shop, and clean. This isn’t just another hygiene report—it’s your edge to scale smarter, faster, and with empathy.

Download the full report now and unlock the data that drives real rural impact.