India is predominantly a Rural Economy since, the rural population stands at 833 million, constituting almost 68% of the total population. Showing a growth of around 12% and increment in the number of villages by 2279 units, the rural areas in India are on a way to progress. Having access to electricity, roads, shelter, etc, the rural population is moving towards modern lifestyle.

1. What Are Rurban Areas & How
Marketers Use Them?

2. India is predominantly a Rural Economy since the
rural population stands at 833 million, constituting
almost 68% of the total population. Showing a
growth of around 12% and an increment in the
number of villages by 2279 units, the rural areas in
India are on a way to progress.
Rurban refers to a geographic territory/landscape
which possess the economic characteristics and
lifestyles of an urban area while retaining its
essential rural area features. The zones are on the
edge of an urban area and have the urban influence
and potential for growth.

3. Power Villages
Those feeder villages that have a good network of
connectivity and supply chain to feed a number of small
and inert villages is called a power village. Being a
resource hub for many small villages, power villages act
as the supplier of various and all types of necessities to
the rural section of the society.
Rural India accounts for 65% of retail outlets in the
country. The logistics of feeding the 35 lakh retail outlets
spread over 6 lakh villages is a tough task. Hence the
necessities and rising demands of the millions of
villagers get smartly distributed over these feeders.
Finally, a huge target achievement for brands &
companies seems to be as easy as pie.

4. The Rise Of The Rurban Market
There has been a significant leap in the purchasing
power, changing lifestyle, and consumption patterns of
villagers. Backed with an improved education system,
social mobility, convenient transportation and
connectivity and a boost in the interests in mass media
have all improvised the perceptions of the rural sections
of the society.
Large corporate houses are recognizing their presence
and are re-strategizing their positioning and techniques
to leverage the business opportunity to own this sector.

5. Money For Value
Rurban consumer spends money depending on the value
of the offering. Therefore, companies must invest in
research and development to ensure their needs meet.
The Rurban consumers have easy access to the
products that are available in Urban areas but their
shopping habit is different.

6. The marketing and communication strategies will help to
capture the market but in the end, it all comes down to -
what is that you are offering. For instance, no matter how
much you strategize and ruralize a high-end smartphone.
A rurban consumer will not see the point in spending the
hard-earned money if they don't see the value the
product will bring to them.
Finding the Rurban Code

7. Customization & Innovation
The key to cracking the emerging Rurban market is
customization & innovation which can bring the same
experience to the Rurban consumer at a reasonable
price. Rurban consumers are less willing to experiment if
they don't see the adequate value of the product.
Therefore, investing in research and development is
crucial to customize and innovate the right thing.

8. What Are Rurban Areas & How
Marketers Use Them?
Would you like to target a Rurban
area if you get the opportunity?