Kuldip Maity

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.

 

Young people in rural India today live in a way that would have been hard to imagine just a decade ago. One of the biggest changes is digital penetration. As of 2025, nearly 97 % of rural residents aged 15–29 have used a mobile phone in the last three months, and the vast majority own smartphones. This means a rural teenager today is as likely to send WhatsApp messages, watch YouTube videos or browse the internet as a city youth.

This widespread access is powered by improved connectivity — almost every village has 3G/4G connectivity. This digital wave has brought a shift in how Gen Z consumes media, learns new skills, socialises, and shops. Many young people now use online tutorials, social media and streaming platforms for both education and entrepreneurship.

For example, instead of waiting for a nearby market, a rural teen can watch videos on tailoring, jewellery-making, or graphic design and learn on the go. Several rural microbusinesses now have a young family member managing their digital presence, orders, and phone-based payments. This digital fluency reduces dependency on middlemen and opens up markets far beyond the village.

Beyond lifestyle changes, there is a deeper transformation in financial awareness. With the spread of digital banking and payment systems, rural youth increasingly handle online payments, bank transactions and digital bookkeeping.

What this means on the ground is significant. For a small shop, for a roadside stall or even a household business run from a home, the stigma around “only cash” is fading. A young woman running a food stall may now accept UPI payments, track daily sales on a phone spreadsheet, and even send money to suppliers digitally. This not only makes business smoother and safer but also enables better record-keeping, savings, and financial planning.

This digital financial inclusion is also changing how rural families view savings, credit and investment. Awareness of banking, digital wallets, and formal financial tools is rising. Young entrepreneurs who once relied on informal loans or cash-in-hand earnings now see value in maintaining a bank account, building credit history, and using traceable transactions. This shift is critical to reducing vulnerability and making small enterprises more stable and transparent.

Moreover, this new financial awareness intersects with social change. Women of Gen Z — often more educated and tech-savvy than earlier generations — are leading many of these changes. They not only manage digital payments and accounts for family businesses, but also explore side ventures and freelancing using skills learned online. This is subtly changing power dynamics at home and in the community: younger women are becoming earners, decision‑makers, and financially independent.

Yet, this transition also brings new challenges. Digital comfort doesn’t always guarantee financial literacy. Some young users may misuse easy credit from dubious apps or get drawn into impulsive spending when digital transactions feel disconnected from real cash. There are also gaps in digital readiness: in certain households and social groups — such as among women or those extremely poor — smartphone access or comfort with online banking is still limited.

Still, the trajectory is clear. For Gen Z in rural India, the combination of digital access and growing financial awareness is redefining opportunities. It’s enabling micro‑entrepreneurship, remote learning, flexible income streams, and a more inclusive economic outlook. Family-led businesses are slowly evolving into structured enterprises, with younger members bringing in planning, records, and marketability.

In many villages, this change is setting the stage for a new kind of rural renewal — one powered not just by agriculture, but by small businesses, remote work, digital services, and innovation. The traditional divide between “urban modernity” and “rural simplicity” is narrowing, as young people carry digital tools and financial knowledge across that divide.

Over the last few years, the silent transformation — led by a digitally aware, financially conscious Gen Z — may be the biggest engine shaping the future of rural India.