Kuldip Maity

 

Conversation was once central to everyday life in India. It unfolded naturally—on verandas, at tea stalls, during long train journeys, and over evening walks. People spoke without urgency. They listened without distraction. Words carried pauses, expressions, and shared silence. Today, that art is slowly fading.

Modern India speaks more than ever, yet listens less.

The first shift has come from the pace of life. Urbanisation, long work hours, traffic, and constant deadlines have reduced the space for unstructured interaction. Conversations are now compressed between tasks. They are functional, not exploratory. The question is no longer “How are you?” but “Did you finish it?”

Technology has accelerated this change. Smartphones have replaced face-to-face exchange with screens. Social media has reshaped expression. Messages are quick. Emojis stand in for emotion. Even when people sit together, attention is divided. Conversations compete with notifications, calls, and endless scrolling. People speak to audiences rather than individuals. Opinions are broadcast, not discussed. The goal is reaction, not understanding. Likes replace nods. Comments replace follow-up questions. Nuance disappears in the race for visibility.

This shift has altered how disagreement works. Earlier, disagreement unfolded through discussion. Today, it often turns into an argument. There is little patience for opposing views. Conversations end abruptly when opinions clash. Blocking is easier than listening.

As a result, generational gaps have widened. Older generations grew up in a culture of storytelling, where values and memory were passed orally. Younger generations consume information in fragments. They skim more than they sit. Conversations between generations feel strained—one side feels unheard, the other misunderstood.

Even living spaces are shaping how we converse. The rise of gated apartment complexes has quietly changed social interaction. These spaces promise safety and convenience, but they also create homogeneity. People increasingly live among those who are similar—similar incomes, professions, lifestyles, and often similar opinions.

Earlier neighbourhoods were mixed. Daily conversations crossed age, class, religion, and occupation. A single street held many perspectives. Gated living narrows this range. Interaction stays within comfort zones. Exposure to differences reduces. Over time, this creates echo chambers where ideas circulate but are rarely challenged.

The loss is cultural. India’s strength has always been its diversity, expressed through daily interaction. When communities become homogenous, conversations lose texture. Empathy weakens. Children growing up in such spaces experience limited social variety. Their understanding of society is shaped more by similarity than difference.

The impact is not limited to cities. Even in small towns and villages, conversation patterns are changing. Tea stalls now have televisions. Evenings once spent chatting are spent scrolling. Youth gatherings revolve around phones more than people. Digital presence is growing faster than emotional presence.

How is this getting reflected in workplaces? I shall put my thoughts out in the next blog.

 

The Unified Payments Interface, or UPI, has quietly revolutionised the way rural India conducts business. What began as a digital payment option has become an everyday tool. Today, UPI is changing how rural businesses earn, save, grow, and connect with customers. Its impact goes far beyond cashless transactions. It is reshaping trust, access, and opportunity in villages across India.

Rural businesses traditionally relied on cash. But cash meant physical handling, risk of loss, delayed payments, and limited records. UPI reduced these frictions. A small shopkeeper can now receive money instantly. A vegetable seller no longer needs exact change. Payments settle in seconds, directly into bank accounts.

This speed matters. Faster payments improve cash flow. Better cash flow helps businesses restock on time, pay suppliers, and manage daily expenses. For many rural traders, this is the first time money movement feels predictable and secure.

UPI works on basic smartphones. It does not require expensive machines or complex infrastructure. A QR code and a bank account are sufficient. This low entry barrier is crucial for rural businesses. Tea stalls, kirana shops, tailors, electricians, barbers, and mobile repair workers have adopted UPI with ease. Many of them skipped debit cards and point-of-sale machines entirely. UPI allowed them to move straight from cash to digital.

Women-led microbusinesses benefit strongly. Home-based enterprises—such as pickle making, tailoring, snacks, and beauty services—can accept digital payments without stepping outside. This gives them financial independence and visibility.

UPI has changed customer behaviour too. Rural consumers are more willing to buy when payment feels easy. There is no hesitation about carrying cash. There is less bargaining delay. The transaction feels formal, even for small amounts.

This builds trust. A digital receipt creates confidence. Both buyer and seller see the transaction clearly. Disputes reduce. Over time, repeat customers prefer shops that accept UPI because it feels reliable. Trust also grows between businesses and suppliers. Payments sent instantly strengthen relationships. Delays reduce. Informal credit cycles shrink. This improves the overall business environment in rural markets.

One of the biggest impacts of UPI is invisible. Digital transactions create records. These records act as proof of income. For rural businesses, this is of great value. With transaction history, shopkeepers can show earnings. This helps them access loans, overdrafts, or working capital. This pushes rural businesses toward formalisation without forcing paperwork. They remain small, but they become visible in the financial system. Over time, this opens doors to insurance, pensions, and government schemes.

UPI enables rural businesses to sell beyond their immediate area. A weaver can accept advance payments from a city buyer. A farmer can receive money from a trader without travelling. A local artisan can sell through WhatsApp and receive payments instantly. Digital payments support rural e-commerce. Platforms connecting villages to urban consumers rely heavily on UPI. COD dependence reduces. Sellers gain confidence to ship products. This connectivity shortens the distance between producer and buyer. It increases margins for rural entrepreneurs.

UPI is also shaping the mindset. Rural entrepreneurs feel more confident using technology. They become open to other digital tools—accounting apps, inventory tracking, and online learning. Young business owners see UPI as normal. For them, digital payments are not innovation; they are expectation. This shift in attitude prepares rural India for future digital systems. Aspirations rise. A business that accepts UPI feels modern. It feels connected to the wider economy. This psychological impact matters. It encourages growth thinking.

However, despite progress, challenges exist. Internet connectivity can be inconsistent. Some users face technical issues. Cyber awareness is still limited. Fear of fraud persists among older users. Still, adoption continues to grow. Training, local support, and familiarity reduce resistance. Over time, trust in the system improves.

UPI is not flashy. It does not change shop signs or market layouts. Yet its impact is deep. It simplifies transactions, builds trust, creates records, and connects rural businesses to formal systems.

This quiet digital shift is strengthening the backbone of rural commerce—one QR code at a time.

A few blogs ago, we discussed that storytelling plays a considerable role in shaping choices. Let us elaborate on that.

Think back to childhood evenings when our parents or grandparents told stories before sleep. Those stories stayed with us. They taught lessons without sounding like lessons. They held our attention, made us listen, and shaped our behaviour.

Stories work the same way in business. They draw people in. They build emotional connections across cultures. A product’s features may fade from memory, but a story rarely does. Global consumers connect with narratives of struggle, craft, community, sustainability, or identity.

Take a microbusiness that sells nutritious, homemade food products. The founder’s story—growing up in a tight financial situation, where the family could afford only basic needs but not exorbitantly priced supplements—gives context to the product. Stories of how the family fulfilled the nutritional needs build relatability. It humanises the brand. It makes the business more than a seller; it becomes a carrier of meaning and culture.

Trust is central when a small brand tries to reach global buyers.

People hesitate when they do not know the seller. They worry about quality, authenticity, or service reliability. A clear brand story helps ease these doubts. When micro-entrepreneurs share how the business began, what shaped its values, and what guides its decisions, they offer transparency.

This sense of mission attracts buyers who feel aligned with those values.

Stories about the founder, early challenges, or customer feedback make the brand feel grounded—like knowing the neighbourhood shopkeeper personally, only now in a digital, global form. This trust leads to long-term loyalty.

Storytelling also highlights what sets a microbusiness apart. Large global brands lack personalisation, but small businesses have personal journeys, cultural depth, and passion. A small-batch coffee roaster in rural India can differentiate itself by telling stories of local farmers, eco-friendly harvests, or memories of growing up among plantations. These narratives carve out a distinct identity that mass-produced products cannot match.

Brands that stay in memory are the ones that grow. Storytelling creates this recall. A strong narrative gives customers a simple hook to remember. Each milestone—new products, reviews, partnerships—adds a new layer to the story. Over time, the brand becomes larger than its business function.

The digital world is built for storytelling. Platforms like Instagram and YouTube favour content that engages. Stories do better than direct advertisements. For microbusinesses with limited budgets, this is a major advantage. A short reel showing the making of a product can go viral and reach global audiences. The more people respond, the more the algorithm pushes the content forward. Digital engagement builds curiosity, conversation, and reputation.

In urban and international markets, handmade or culturally rooted products gain higher value when supported by strong narratives. A simple item becomes a piece of heritage when its story is known. Storytelling turns functional goods into emotional ones.

Beyond sales, storytelling builds community. Global reach is not only about selling to more people—it is about forming a group that believes in the brand’s purpose. When a microbusiness consistently shares stories, it forms a circle of supporters who feel part of the journey. These supporters become advocates, helping the brand grow through word-of-mouth.

In a world that craves authenticity, storytelling turns the deficit of size into strength. It allows microbusinesses to convert constraints into character.

 

 As the calendar turns, somehow I feel that 2026 arrives not as the common dramatic break, but as a steady continuation of change already underway. It promises progress that is quieter, deeper, and more personal. If I am asked to do crystal balling on what to expect in the year, 2026 is less about disruption and more about refinement of habits, systems, and aspirations.

India’s economy in 2026 is expected to grow with confidence. The focus will be on stability rather than speed alone. Infrastructure development will continue to strengthen internal connectivity. Rural and semi-urban economies will play a bigger role. Rising rural incomes, better connectivity, and digital access will unlock demand. Micro-entrepreneurs, farmers, artisans, and small traders will find new ways to reach wider markets.

Financial inclusion will deepen. Credit access will improve for small businesses and individuals. Digital lending, data-driven credit assessment, and formal banking will reach more people. This will fuel consumption, entrepreneurship, and local employment.

For the average Indian, daily life in 2026 will feel smoother. Technology will blend more naturally into routines. Digital payments, online services, and smart devices will become less noticeable because they will simply work better. Waiting times will reduce. Access will improve. Small efficiencies will add up.

Work patterns will continue to evolve. Hybrid work will stabilise. Many professionals will split time between home and office, saving travel hours and improving work-life balance. Tier-2 and tier-3 cities will see more professionals choosing to stay local while working for national or global organisations.

Education will also shift. Skill-based learning will grow. Short courses, online certifications, and vocational training will gain importance alongside formal degrees. Students will focus more on employability, creativity, and adaptability rather than marks alone.

Daily consumption will become more conscious. Indians will think more about what they buy, why they buy, and how long it lasts. Repair, reuse, and local sourcing will gain value. Convenience will matter, but not at the cost of quality.

Socially, India in 2026 will reflect more confidence in its diversity. Conversations will mature. People will value balance—between tradition and modernity, speed and stability, ambition and well-being.

Festivals will continue to unite communities, but with more mindful celebration. Sustainability will influence how events are organised. Local culture will gain renewed respect. Language, craft, and regional identity will find new platforms through digital media.

The younger generation will lead with clarity. They will be practical yet hopeful. Purpose-driven careers, ethical choices, and social impact will matter more. At the same time, elders will find better tools to stay connected, informed, and independent.

In short, for me, 2026 is not about dramatic headlines. It is about steady improvement. Better habits. Better systems. Better balance. It offers space to grow—personally, professionally, and collectively.

 

Beyond lights and greetings, Christmas carries stories—some familiar, some less known.

I read somewhere that India’s Christmas traditions are older than many realise. Long before colonial rule, Christmas was already part of Indian life. The St. Thomas Christians of Kerala trace their origins to the first century. Another often overlooked detail is that India gave the world its first modern plum cake. In 1883, in Thalassery, a local baker named Mambally Bapu adapted a British recipe using Indian ingredients and local techniques. What began as an experiment became a Christmas staple across the country. Even today, plum cake in India tastes different—richer, spiced, and deeply local. (Feel free to get these verified through credible sources and let me know if there are other versions of the lore.)

India’s festivals have always crossed boundaries, and Christmas is no exception. It fits naturally into a land that celebrates together. Christmas in India is as much about community as it is about faith. It brings a gentle reminder to be generous, to forgive, to gather, and to give.

Across the country, Christmas is less about religion alone and more about shared feeling. It is marked by kindness, warmth, and pause. In cities, streets glow with stars. Bakeries overflow with cakes. Offices slow down. Homes exchange sweets. Churches open their doors wider, and people step in—many not for prayer, but for peace.

But the real heartbeat of Christmas in India is often felt away from city centres.

In rural India, Christmas plays a quieter yet deeper role. It becomes a moment of dignity, celebration, and collective joy. In villages across Kerala, the Northeast, Jharkhand, Chhattisgarh, Odisha, and parts of Bengal, Christmas is woven into daily life.

In rural homes, preparation starts weeks in advance. Families clean their houses carefully. New clothes are bought with savings set aside throughout the year. Cakes are baked in shared ovens or ordered from local bakers who work day and night during the season. Food is cooked together. Meat is shared. Nothing is wasted.

Churches become centres of activity. They are not just places of worship but spaces of gathering. Carol rehearsals bring children together. Youth groups organise plays and midnight services. Elders guide, correct, and encourage. For many villages, Christmas is the biggest social event of the year.

As with other major festivals, Christmas also has an economic impact in rural India. Small businesses thrive during this season. Bakers, tailors, poultry sellers, vegetable vendors, florists, and decorators see a rise in income. Local artisans make stars, cribs, and decorations from bamboo, paper, and clay. Many families depend on this seasonal demand to balance their annual earnings.

For rural women, Christmas often brings opportunity. Self-help groups prepare cakes, snacks, candles, and décor items. These are sold within villages and nearby towns. What looks like a celebration also becomes a livelihood.

Christmas in rural India is also deeply inclusive. Neighbours of all faiths visit each other. Cakes are shared across homes. Greetings travel without barriers. In many villages, Christmas becomes a moment when social divisions soften. People sit together. They eat together. They celebrate together.

The message of Christmas—birth, renewal, light—finds strong resonance in rural spaces. It speaks of new beginnings. It reassures people that small lives matter. That joy does not need excess. That celebration can exist even in simplicity.

Perhaps the strongest impact of Christmas in rural India is emotional. Life in villages is not easy. Income is uncertain. Access is limited. Opportunities are fewer. Christmas offers a pause from struggle. It gives people something to look forward to. It renews hope.

In today’s fast, digital world, rural Christmas also reminds us of what celebration truly means. It is not about scale. It is about sincerity. It is not about display. It is about connection.

Again, Merry Christmas.

May it bring warmth, dignity, and quiet joy—wherever you are.

 

 

 The recent trend among urban consumers is to show a lot of love for village-made brands. What was once considered niche has become mainstream. From fashion and food to home decor, products with a rural touch now sit proudly in city homes. This shift is not accidental. It reflects a bigger change in how urban India sees value, identity, and authenticity. The “rural aesthetic” has become a lifestyle choice.

Urban consumers often feel disconnected from the origins of what they buy. Mass-produced goods, fast fashion, and high-speed consumption have created uniformity. In contrast, a handmade product from a village feels real. It carries the imprint of a person, not a machine. A handwoven gamcha, a bamboo basket, a terracotta cup, or a homemade pickle is more than an object. It carries the story of the place it came from. City buyers are willing to pay a premium for this sense of origin. They see it as a return to simplicity, honesty, and craft.

Village-made products often carry unevenness, texture, and little quirks. These are the opposite of factory-made precision. Urban consumers find this refreshing. The imperfections give the product character. A cracked glaze on pottery, slight colour variation in handloom cloth, or a handmade soap shaped a little differently each time—these are now symbols of charm. This idea comes from a global movement that values natural, imperfect beauty. It matches the desire for products that feel rooted, human, and warm. The rural aesthetic brings this feeling without effort.

Bamboo replaces plastic. Terracotta replaces synthetic decor. Handloom replaces chemical-heavy fabrics. Urban consumers are increasingly aware of environmental impact. They want products that cause less harm. Village-made goods are seen as sustainable because they use natural materials and traditional methods. Buying from rural artisans also supports circular and local economies. Urban buyers feel they are part of a positive chain—supporting livelihoods, reducing carbon footprints, and keeping old crafts alive. This emotional value is strong.

Many city dwellers have roots in small towns or villages. Rural products remind them of childhood summers, family homes, and slower days. A clay water pot reminds them of their grandparents. A handmade broom reminds them of old houses. A pickle from a cottage microbusiness tastes like family kitchens.

For urban consumers, it is a return to roots—simpler, natural, and more human. The rural aesthetic is more than a trend. It is a cultural shift shaped by values, identity, and a longing for authenticity.

This nostalgia is powerful. In a fast-paced urban life, rural goods bring a sense of grounding. They help people reconnect with a past that feels stable and comforting.

Urban life is full of clutter—too much choice, too much noise, too much speed. Rural-made goods offer an alternative. Their simplicity appeals to consumers looking to reduce excess.

The rural aesthetic aligns with this desire for a slower, calmer lifestyle. It fits into the shift from “own more” to “own meaningful.”

Gen Z in rural India has witnessed a significant shift in lifestyle, ambitions, and daily choices over the past few years. This change is not sudden. It has arisen from rising costs, increased exposure, and heightened aspirations. The result is a generation that thinks very differently from the youth of even a decade ago. Last week, we discussed how digital media has influenced the lives of the younger generation.

The biggest change is the rise in the cost of living. Essentials such as food, fuel, transport, and education are costlier. Even small villages feel this pressure. A decade ago, a family could run a household with far less. Today, even a simple lifestyle demands more income.

This has shaped how Gen Z looks at monetary affairs. They are more aware of prices, savings, and stability. Many start working early—sometimes part-time, sometimes through gig work, sometimes by helping family businesses. They may still live in rural settings, but their financial goals look closer to those of urban youth.

Education now demands higher spending. Coaching classes, school fees, mobile data, and travel for exams add to the burden. But Gen Z sees this as necessary. They understand that to break out of traditional job cycles, they need better skills. Families also accept this. Even low-income households now treat education as an investment rather than an expense.

The cost of living has made Gen Z more calculative, but rising aspirations have made them more experimental. They want branded clothes, better smartphones, and more entertainment.

Even in small towns, you see new cafés, gyms, and coaching hubs filled with young people.

Earlier, trends took years to reach rural markets. Today, they land instantly. A reel becomes a fashion trend within days. A food trend spreads through village WhatsApp groups.

Relationships are changing, too. Gen Z interacts more openly on social media. They make friends outside their village circles. Their exposure to new ideas makes them value independence more. Many want to delay marriage, focus on careers, and build savings.

Mental health awareness is slowly rising. They may not always use the term, but the signs are clear. They speak about stress, pressure, and expectations. They look for ways to manage it—music, fitness, or online communities.

Rural Gen Z stands at a crossroads. The generation wants more—better opportunities, better quality of life, and a better future. And despite challenges, their energy and adaptability show that rural India will look very different in the coming decade, shaped strongly by the choices Gen Z is making today.

Next week, we shall discuss how Gen Z is handling their aspirations from rural India.