visited a village(kambarasampettai) in Trichy as a part of rural marketing class and analyzed the purchasing behavior and marketing opportunities in the rural market

1. Rural Immersion Program
Kambarasampettai,
Trichy - 620 101
Nandakumar S (33031) | Arunkumar B (33009)

2. Geographic location
Village Kambarasampettai
Block Andanallur
District Tiruchirappalli
State Tamil Nadu
Assembly Constituency Srirangam
Total Area 218.32 hectares
 Village is located on the national highway connecting Trichy to Karur
(NH 81 - Coimbatore to Chidambaram)
 The village is divided into two unequal halves by the railway track
passing through
 Based on the prominent castes, village is divided into:
 Agraharam
 South street
 New south street
 Periyar nagar and
 In the last 8 years, farm lands are sold to realtors and made into plots
which became a new area called Visalatchi nagar a.k.a Flats

3. Lifestyle
Customs and Traditions: Cultural uniformity and much importance
given to societal culture (Everyone worshipping the prominent local
deity Pidari Sri Visalatchi Amman)
Family: Strong bonding between the family members is evident
Neighbourhood: People living in the neighbourhood are generally of
same caste and they are co-operative and mutual goodwill exists.
Domination of Caste: There is domination of caste, where people
belonging to one caste live at the same area
Occupation: Labor / skilled work to Trichy, MNREGA, illegal sand mining
labor etc..

4. Demography
• Population : 5248 (in last 5 years - 500+ houses added i.e about 1500-
2000 people)
• Sex ratio - 1:1
• Village literacy rate ~ 80%
• Livestock - Cow, Goat, Poultry (most of livestock reared in South
street)

5. Social structure
• Village has a heterogenous population
• Social group composition of kambarasampettai is divided amongst
• Brahmin (OC),
• Mutharaiyar (MBC)
• Schedule Castes (SC)
• Muslims (minor OBC)
• Social stratification: Middle class, Lower middle class, Low class
• Hierarchy based class structure is about 60% of the households
belong to most backward class, 8% of forward caste, 15% of
scheduled caste, 5% muslims and rest unknown.

6. Transportation & Road Infrastructure
Agraharam street tar road laid in 2014 Visalatchi nagar street road
 Village inroads are damaged and in dilapidated condition
 Predominantly, houses are having atleast a two wheeler for commutation (Hero, Honda, TVS)
 Major issue mentioned by the people is the bad roads and the railway crossing
 Periyar nagar railway crossing doesn’t have a barricade but only a flagman
 Since the village is on the highway, town buses, mini buses, mofussil buses available at all times
New south street cement road laid in 2012
Single Line Electric Railway crossing

7. Education Infrastructure - Schools
Schools inside the village:
1. Panchayat Union Elementary School, Periyar Nagar (East)
2. Panchayat Union Elementay School, Agraharam street
3. Sri Kanchi Sankara Vidyalaya Nursery & Primary school (English medium)
Other Schools nearby where the village people send their wards :
AKKV Aarunadu Matriculation School, Woraiyur Sri Jayendra Matric Higher Secondary School
Sree Venkateshwara Vidyalaya, Allur Mount Litera Zee School
Aurobindo International School, Woraiyur Mahathma Gandhi Centinary Vidhyalaya, Thillai Nagar

8. Public Institutions
Institution Location Distance
Railway Junction Trichy Junction 8.5 km
Railway Station Mutharasanallur 2.5 km
Bus Stand Chatthiram 5.5 km
Bus Stand Trichy Central bus stand 7.5 km
District Headquarter Trichy Collector office 9.2 km
Taluk Office Srirangam 9 km
RTO (TN 48) Srirangam 9 km
Market Trichy Gandhi Market 7 km
Primary Health Centre Mutharasanallur / Andanallur 3km / 7 km
Veterinary Hospital Mutharasanallur 2.5 km
Police Station Jeeyapuram 7 km
Bank (Lakshmi Vilas Bank) On the main road 0 km
ATM SBI, LVB (on the main road) 0 km
Cooperative Bank Andanallur 7 km
Government High School (upgraded to higher secondary) Mutharasanallur 2.5 km
Middle School (both Agraharam & Periyar Nagar) Inside village 0 km
PDS On the main road & Periyar nagar 0 km
Gram Panchayat Inside Village 0 km
Anganwadi centre Inside Village 0 km
Primary School Inside Village 0 km

9. Public Institutions
Panchayat Office
Post Office
Mutharasanallur Railway Station
Kambarasampettai Ration Shop
Periyar Nagar Ration ShopMutharasanallur veterinary centre

10. Power & Water Infrastructure
Drinking water – Every street has 2 to 3 tap connection which
supplies fresh water everyday
Normal water – 24x7 water supply, also from cauvery river
Power – Sufficient electricity infrastructure available in the
village

11. Venues for functions
Community Hall in Visalatchi nagar
Marriage Hall in Agraharam
•Currently, Community hall is hardly utilized
•Shri Visalakshi Hall is the preferred venue for small gatherings

12. Only bank in the village
•Primary bank in the village with all facilities, most of the people are having a
secondary account in SBI
•LVB is the major place to avail jewel loan
SBI ATM available in the main road

13. Religious places
Noor Masjid on the
main road
Mariamman temple
in Periyar nagar
Erikkarai Nagamman temple across the road
Varadharaja Perumal temple in
Agraharam

14. Sources of Information
• Newspaper daily, magazines
• Television – Cable connection, TACTV, DTH (Sun, Tata Sky)
• FM Radio - Suryan FM, Hello FM, FM Rainbow, Kodaikanal FM
• Mobile – whatsapp, social media

15. BTL
marketing

16. Incidence of Duplicates
Original Brand : Kinder Joy
Spurious Brand: Krazy Day
Original Brand: Britannia Marie Gold
Spurious Brand: Marino Marie Crunch

17. Self help group(SHG)
• SHG concept exploited by the banks and private finance institutions
• Self help group was formed and majorly used for getting loans from
private banks such as Lakshmi villas bank,RBL bank etc.
• Women from the village will get short term loans for a period of 2
years(maximum) without any collateral.
• Guarantee will be given by the co-borrowers from the self help group.
• These loans have almost nil bad loans for the lenders and they also
get higher interest rate compare to the other loans

18. Buying habits
FMCG
• Most of the consumer were Brand conscious, they were
always asking for a product with brand name prefix to
it. ex: 5star chocolate, Aashirvad atta, VKA curd, Aavin
milk etc..
• Most of the sales were done in credit
• Bulk purchasing were made in the city and only smaller
SKUs were bought in the nearby shops.
Provision shops buy groceries and vegetables bought from Trichy
market as it was just 5km from the village
Durables
• Purchase made from the city and most of the
appliances showroom make home delivery
E commerce
• Amazon and Flipkart make delivery to the village

19. Places/occasions for Campaigns
Arai madai (Kambarasampettai Check Dam)
 Every evening, it garners visitors of about 100-200 people
 Visitors were from Trichy city and nearby villages
Visalakshi Amman(Pidari) temple function:
 Pidari is regarded as the most powerful local deity located in the midst of the
farm lands.
 Irrespective of caste, every household is allowed to worship the holy being
 Every year, temple festival happens for a week in the month of April and
approximately 15,000 people will gather from neighboring villages and cities
 It is the most important function of the villagers, as nearly 600 goats will be
slaughtered for rituals

20. Changes in the last 5 years
• Farm lands sold to realtors which are made into plots
• Population increased rapidly due to migration from urban
• Agro farm stores (3 in number) are closed
• More amenities available inside the village premises eg. Beauty
parlour, photo studio, electrical servicing etc…

21. Recommendations to a Brand
Manager
Retail shops in the village has no posters / danglers displaying the brand
Product placement is not taken care by the retailers / salesmen and this paves way
for selling the spurious brand
Infrastructure facilities provided by one brand is utilized by competitors and takes
the space because of consumer preferences
Impact of BTL in rural is high as consumer exposed to these for many instances
eg. Karur’s VKA milk brand concentrated heavily on BTL and it caputured Aavin &
Arokya market share. VKA extended the product line
Promoting service in the unavailable market leads to negative brand image (Paytm)
New products given as free samples

22. Thank You!!!