New Delhi, July 17 -- The way people in India are spending money is changing, especially in urban and rural areas.

According to a report by Emkay Research, urban consumers are now becoming more brand-agnostic and are focusing on value, while rural consumers are increasingly adopting brands and becoming more brand conscious.

It stated "the urban-rural play is evolving where slowing urban volumes were also seen in conjunction with shifting perceptions of packaging, pricing, and branding among urban shoppers, leading to them becoming more brand-agnostic and value seeking. Meanwhile, the rural growth story has been reversed".

The report explained that the traditional difference between urban and rural consumption is shifting. In cities, th...