Every area that has a police station will soon boast a Godrej dealer &service centre.
BPL is planning to add 13,000 active dealers this year to its existingnetwork of 15,000 throughout the country
.A dramatic change is in progress. Villagers who used to crack open peanutcandies, eat the nut and throw away the shell are now demanding chocolatecandies that will melt in their mouths, not in their hands. Charcoal-cleaned teethare a rare sight; so is the case with twigs of
(babool) tree.Today, the ultra bright shine of Colgate or some other international brand of toothpaste holds more appeal than the traditional methods of cleaning teeth.Even the native expressions of cleaning teeth, such as
, are endangered to being replaced by new expressions suchas
, 'to brush teeth with paste'. Even a simple query such as:
Where are you from?
Is not free from the overtones of marketization andglobalization in rural discourse. Consumerism and globalization is invading partsof India where, as some would venture to say, time seems to have ceased for centuries. Yet there has not been substantial progress in this area.
The hurdles that pose a challenge to the companies in rural marketing areas follows:Seasonal Market:
The rural market is typically a seasonal market. Theconsumption level goes high post-monsoon and dries up during the non-cropperiod.
The unit disposable consumption level is very low and theassortment has to be made in a different size compared to the urban market tosuit it to the rural customer's pocket. Multiplicity of assortment adds up to the costlevel of the product and works against adding experience effect to the production.Furthermore, the distributed settlement and high transportation cost makes it
MAKING INROADS INTO THE HINTERLANDS.