Out of 138 crore Indians approximately 100 crores live in small towns, villages, or outskirts of large urban conglomerates.
This part of India has come online for 1st time. People have learned to find and consume entertainment content easily with cheap data availability (Jio Revolution). Their content consumption pattern differs significantly from Tier 1 India (~ 20-30 crore). And the content they consume differs a lot too. They have learnt to shop online & pay digitally.
Gradually E-Commerce is also slowly increasing the demand has started increasing for
Often the formal Infrastructure - Roads/Healthcare/Education/Banking is quite broken in this part of the country and people are accustomed to the laggy way of life.