These mainly include agricultural products like food grains ,oilseeds, cotton ,sugarcane etc.and finished products like handlooms, textiles, earthenware, brass- ware etc by rural industries, craftsmen and artisans that find a market in the urban areas.
Here production and consumption is limited to rural areas. It includes agricultural tools,baskets,ropes, household goods, earthenware etc produced by artisans like blacksmiths ,carpenters and cobblers.
6. Inaccessibility to conventional advertising media
7. Poor roads,power problems
8. Banking and credit problems
9. High initial market development expenditure
10. Wholesaler and dealer network problems
11. Highly dispersed and thinly populated markets 12. Social and cultural backwardness of the rural masses. 13. Low level of exposure to different product categories and product brands. 14. Cultural gap between urban based marketers and rural consumers. Contd.
It is helping Indian agriculture to enhance its competitiveness by empowering Indian farmers through the power of internet .
This unique transformational strategy has become the subject matter of a case study at Harvard b school ,has created for I.T.C a huge rural distribution infrastructure ,significantly enhancing the company’s marketing reach.
Formed in 1946,it is a brand name managed by an apex cooperative organization ,Gujarat co-operative milk marketing federation limited which today is jointly owned by some 2.41 million milk producers in Gujarat.
It has been a sterling example of right mix of rural marketing and has established itself as a uniquely appropriate model for rural development.
Looking at the challenges and the opportunities which rural markets offer to the marketers ,it can be said that the future is very promising for those who can understand the dynamics of rural markets and exploit them to their best advantage.