Rural Marketing in India Rajani. A. Devagudi For “Feacher”
"Indias way is not Europes. India is not Calcutta and Bombay. India lives in her several hundreds of villages" - Mahatma Gandhi
Introduction Introduction About three-fourth of the total population resides in the rural areas. Agriculture -24.7% Gross Domestic Product (GDP) & 13.1 to Exports. Employment to 58.4% of the countrys workforce and livelihood to more than 650 million people.
What is Rural Marketing? A rural market is any market that exists in a area where the population is less than 10,000 They not only needs agricultural inputs, but also consumer goods. Rural market is growing at the rate of five times its urban counterpart.
Rural Attraction Rural development initiatives. Increasing agricultural productivity. Lowering of difference between taste of urban and rural customers. Good Monsoons Growing rural infrastructure. Increasing purchasing power.
Challenges in Rural Marketing In comparison to just 5,161 towns in India there are 6,38,365 villages in India. Numbers speak, the rural potential is to be tapped. Easier said than done.
The challenges are1. Agricultural Situation2. Lack of InfrastructuralFacilities.3. Spurious Products4. Low Literacy5. Seasonal Demand6. Transportation
7. Distribution8. Communication Problems9. Traditional Life10. Buying Decisions11. Media For Promotion12. Career In Rural Market13. Cultural Factors
Future Outlook: A joint effort to penetrate the market is required. Every effort should be made by the companies to promote the "my brand" feel in the minds of consumers. TRADITIONAL STRATEGIES: No direct interaction. Print media and Radio used Focus on price and not quality and durability.
Present Strategy Now companies have changed traditional and taken up new strategies like1 Marketing strategy2 Distribution strategy3 Sales Strategy4 Promotional strategy.
Conclusion: Looking at the challenges and the strategies, Indian rural market is very promising. So, the need of the hour is the integration of all the above stated approaches and constantly reinventing the products and bringing new innovations. Development of a dedicated model for these areas is a must.
“The future lies with those companies who see the poor as their customers.” - CK Prahalad*Real India is Rural India.*And Real Marketing is RURAL MARKETING*SO, GO RURAL