Digital Media and its role in enhancing FMCG awareness among rural youth : A study in Sambhal District

This study explores the role of digital media in promoting consumer awareness of Fast-Moving Consumer Goods (FMCG) among the rural youth of Sambhal district, Uttar Pradesh. With increasing mobile phone penetration and use of internet, rural consumers—especially the new generation—are shifting from traditional information sources to digital platforms like YouTube, WhatsApp, and Instagram. This research uses a descriptive survey method to understand how digital tools help young consumers make informed, safe, and economical choices. The findings highlight both the potential and challenges of digital media in enhancing awareness and empowerment among young consumers in a rural setting.