Spam calls in India have increased by 15% in 2019, according to data collected by caller identification app Truecaller. With mobile phone ownership growing in India, more emphasis is being placed on consumer data protection – which is lacking – and brands can step in to better support users.

Cheap handsets and low mobile data costs have helped India become WhatsApp’s biggest market, boasting more than 200 million active users. Yet while many use it simply to message loved ones or colleagues, group chats are proving to be fertile ground for political content and ‘fake news’.

People in rural India might not have their favourite brands in their local area – but they do have Instagram. Indians living outside of cities are increasingly shopping on the social media platform, using it as a space for trend and product discovery to replace shopping in-store.

While people in India once baulked at the inaccessible price points and inflexible services of insurance providers, they’re now signing up en masse. How did companies in the domestic sector engineer a formula to cater to the diverse needs of this enormous, historically untapped market?