This inquiry explores rising forms of multilingualism and multiliteracy in rural India ( ‘literacy’ here broadly covers digital media and marketing literacy and traditional literacy as writing system knowledge). Globalization and digital communication forces produced singular communication conditions that gravely affect our multilingualism grasp and theoretical and practical issues regarding literacy in developing and rural societies. The lately appearing bimodal communication form (man-machine and verbal-visual) results from a novel village institution called an e-Choupal, a meeting place housing a computer with Internet access, where local farmers meet to learn about developments in farming, crop prices, etc. Traditionally, rural and mainstream population communication was restricted to mainstream variety use – in this case, either Indian English or Standard Hindi – rather than rural population's nonmainstream varieties. In many cases this caused the rural varieties to become less employed and, finally, deserted. In an e-Choupal, local variety use betters communication precision, and produces a high level of manager-clientele trust based on shared sociolinguistic identity. This shared identity entails great success in the e-Choupal's functioning as a center for innovation spread as portended by Rogers’ general frame for the study of such centers. The case is also examined in terms of three modern theoretical research traditions – Markedness Theory, Communication Accommodation Theory and Social Identity Theory.