“India’s way is not Europe’s. India is not Calcutta and Bombay. India Lives in its seven hundred thousand Villages” Mahatma Gandhi
Rural India contributes……. 70% of Indian Population . 56% of Indian Income 46% of Indian Expenditure 33%of Indian Saving
Some Myth About Rural India Rural India is all about agriculture . Less than 50% of the population in agriculture. Rural income is mainly come from agriculture thus uncertain Only 41% of the rural income comes from agriculture Rural growth is slow ,investment gives late results Rural markets showed 25% of growth in consumer durables, whereas urban markets showed only 8 to 10 % of growth.
How Is Rural Market Different From UrbanMarketIndia Bharat • Traditional out look: It values• Modern out look: Old custom old customs and traditions. Cultural s and traditional cultural values values have not yet faded have faded • Level of literacy: Low level of• Level of literacy: High level of literacy literacy • Communication and• Communication and infrastructure facilities: infrastructure facilities: All Facilities like roads, warehouses, major facilities are available to the communication systems and urban customer financial facilities are inadequate in• Higher per capita Income: rural India which makes distribution costly . 65% of gross domestic product produced is shared by 30% of • Low per capita Income: 35% of population. gross domestic product produced is shared by 70% of population.
Approaches to Rural Marketing Affordability RuralAcceptability Marketin Availability g Awareness