Rural mktg mod 3 rural marketing of consumer durables (milon & govind)

1. B Y
N I S H A N T H H
Consumer durables, related issues
& how to market in rural market

2. Overview…
 FMCG comprises of consumer goods and sold
quickly, also termed as non-durable goods
(beverages, personal care prdts, cleansing prdts,
food/consumables…)
 It’s the 4th largest economic sector in India & grown
USD 16 billion in 2006 to reach a market size of USD
52 billion.

3. Distribution Channels in Rural India
 Co-operative Societies – They have necessary
infrastructure for storage & distribution, so
companies may contact these societies to sell their
products. There are over 4 lakh of them operating for
different purposes like –
 Marketing,
 Credit & Dairy Cooperative,
 Mini super-markets for rural customers,

4. Related Issues
 Intensified competition
 Counterfeited goods
 Consumer awareness
 Consumer health & safety
 Stringent tax regime
 Rural slowdown
 Supply chain constraints
 Lack of infrastructure
 Regulatory issues
 Environmental

5. Contd…
 Public Distribution System (PDS) - run by
Govt. & utilized to sell consumables and low value
durables.
 Agricultural Input Dealers – fertilizer
companies have retail outlets within a range of 5 km.
to any village & offer scope to marketer.
 NGO’s – can reach interiors of villages & focus on
sustainable development by providing avenue for
income generation.

6. How to market?
 By acquiring Indian brands
 By effective media communication
 By adopting localized way of distributing

7. Thanks & have a great
day folks…