Digital Transformation Adtech Martech

Marketers need to rethink the playbook for the burgeoning Indian mobile market


By Amit Bapna | Editor-at-large

February 11, 2022 | 4 min read

Mobile marketers need to overhaul their app marketing strategies to reach the burgeoning Indian app user market, beyond the metros.

Mobile marketers get app-savvy

Mobile marketers get app-savvy

New users from semi-urban and rural India significantly contributed to the rise in the app economy, highlighting the growth opportunities of the Indian mobile market, as per the findings of a just-launched report by AppsFlyer, the global marketing measurement leader.

The study does a deep dive into the ‘state of app marketing in India’ with an overview of verticals like gaming, shopping, finance, entertainment, travel, food and drink, news, utilities, health and fitness.

The Drum shares some key takeaways for marketers to make the most of the growing Indian app market

Time to target the app-savvy Indians living beyond the metros

  • Users are becoming more and more digitally savvy and hyperconnected, and this growth is here to stay as India reaches a billion mobile users.

  • Interestingly, India’s mobile-first economy growth is backed by the sharp rise seen in markets, beyond just the top cities over the last year – reiterating the reality that marketers need to bring focus on this ‘new Bharat’ that lives beyond the metros.

  • 80% of all non-organic installs in India were seen to be coming from non-metros as per the study.

  • In general, rural India demonstrates a promising opportunity for app marketers, especially in categories like finance, gaming, news, shopping, utilities, and entertainment that have shown the surge in rural mobile-first users.

Get ready with an effective regional strategy

  • App marketers would need to opt for a well-defined regional strategy and vernacular content to pursue growth in rural and semi-urban markets. What works in Mumbai may not work equally well in a smaller town located in the interiors of the state.

  • “India’s rural and semi-urban markets’ pivot towards mobile has given rise to new user growth opportunities”, points out Aditya Maheshwari, director of customer success, INSEA/ANZ, AppsFlyer.

  • Bharat users, from Tier Two and Three cities who prefer vernacular content, are now actively contributing to India’s mobile-first economy as they become increasingly hyperconnected, adds Maheshwari.

Choose between marketing or remarketing

  • Remarketing has emerged as one of the most cost-effective strategies to boost retention, especially among entertainment, finance, and food and drink apps.

  • Remarketing is also the way forward to drive user growth, revenue and reduce uninstall rate – all of which underlines its value amidst the growing app economy.

  • Optimizing the remarketing strategies could well be a key focus area for marketers to drive growth and retention going forward.

  • "Overall, remarketing continues to be an efficient solution to improve user retention rate", points out Maheshwari.

Digital Transformation Adtech Martech

More from Digital Transformation

View all


Industry insights

View all
Add your own content +