AN ANALYSIS OF RURAL MARKETING IN INDIA

Authors

  • Dr. Surendra Singh Rajput Dr. Manoj Kumar Khare,

Keywords:

Bottom of Pyramid, Marketing Strategy, Marketing Communication Mix, Changing Paradigm, Haat

Abstract

In past few years rural India has witnessed an increase in the buying power of consumers,
accompanied by their desire to upgrade their standard of living. Host of projects, such as
NREGA, ITC's echaupal, HLL's project Shakti, retail hubs like Kisan Sansar (Tata), Haryali
Kisan Bazar (DMC), both from the government and the private companies, have changed the
rules of the marketing game in rural India. The paper discusses the profile of the rural Indian
customer and analyses the characteristics of the diverse and scattered rural market. Despite the
irregular buying capacity of rural markets, the taboos and traditions it is seeped in, the rural
market in India is a highly lucrative one. The paper goes on to explore how some companies
have been able to have an impact in the rural segment through effective marketing strategies.
The paper studies the changing paradigm of the Indian rural markets and suggests some ways in
overcoming the roadblocks in rural selling. A new rural marketing mix is suggested with special
emphasis on the marketing communication mix.

References

Rural Marketing, Ravindranath V. Badi

and Naranyansa V. Badi, Himalaya

Publishing, 2004 New Perspectives in Rural

and Agricultural Marketing, Case Studies,

Ramkishen Y, Jaico Publications, Second

Edition

Rural Marketing: Targeting the Non

Urban Consumer, Sanal Kumar

Velayudhan, Response books, Sage

May

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Published

2014-05-30

Issue

Vol. 3 No. 6 (2014): May 2014

Section

Social Science & Humanities

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