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Rural Marketing in India
Rural marketing in India is important because approximately three-fourths of India's population lives in rural areas. Rural areas contribute significantly to India's GDP and employment. While rural markets offer great potential, they also present many challenges for companies. Some key challenges include a lack of infrastructure, low literacy rates, seasonal demand, and different cultural factors than urban areas. Effective rural marketing requires tailored strategies for distribution, sales, promotions, and product innovations that account for the rural context. With the right integrated approaches, the rural market is very promising for companies that view rural populations as important customers.
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Rural Marketing in India
- 1. Rural Marketing inIndia Rajani. A. Devagudi For âFeacherâ
- 2. "India's way isnot Europe's. India is not Calcutta and Bombay. India lives in her several hundreds of villages" - Mahatma Gandhi
- 3. Introduction Introduction ď About three-fourth of the total population resides in the rural areas. ď Agriculture -24.7% Gross Domestic Product (GDP) & 13.1 to Exports. ď Employment to 58.4% of the country's workforce and livelihood to more than 650 million people.
- 4. What is RuralMarketing? ď A rural market is any market that exists in a area where the population is less than 10,000 ď They not only needs agricultural inputs, but also consumer goods. ď Rural market is growing at the rate of five times its urban counterpart.
- 5. Rural Attraction ď Rural development initiatives. ď Increasing agricultural productivity. ď Lowering of difference between taste of urban and rural customers. ď Good Monsoons ď Growing rural infrastructure. ď Increasing purchasing power.
- 6. Challenges in RuralMarketing ď In comparison to just 5,161 towns in India there are 6,38,365 villages in India. ď Numbers speak, the rural potential is to be tapped. ď Easier said than done.
- 7. The challenges are 1.Agricultural Situation 2. Lack of Infrastructural Facilities. 3. Spurious Products 4. Low Literacy 5. Seasonal Demand 6. Transportation
- 8. 7. Distribution 8. CommunicationProblems 9. Traditional Life 10. Buying Decisions 11. Media For Promotion 12. Career In Rural Market 13. Cultural Factors
- 9. Future Outlook: ď A joint effort to penetrate the market is required. ď Every effort should be made by the companies to promote the "my brand" feel in the minds of consumers. ď TRADITIONAL STRATEGIES: ď No direct interaction. ď Print media and Radio used ď Focus on price and not quality and durability.
- 10. Present Strategy Now companies have changed traditional and taken up new strategies like 1 Marketing strategy 2 Distribution strategy 3 Sales Strategy 4 Promotional strategy.
- 11. Conclusion: ď Looking at the challenges and the strategies, Indian rural market is very promising. So, the need of the hour is the integration of all the above stated approaches and constantly reinventing the products and bringing new innovations. ď Development of a dedicated model for these areas is a must.
- 12. âThe future lieswith those companies who see the poor as their customers.â - CK Prahalad *Real India is Rural India. *And Real Marketing is RURAL MARKETING *SO, GO RURAL
- 13.