Introduction to

Rural marketing

Why GO RURAL
Census 2011, India has 6,41,000 villages and
total population of 1,210 million.
Rural population is 833 million which
constitutes of about 69% of the total
population.
Result of green revolution (late 1960s)
Per capita income of farmers increased
Disposable income increased

Why GO RURAL
Many corporate houses like Godrej, Birla, ITC,
Reliance.
Initiative by ITC : e-Choupal
Company could directly link with rural farmers
through internet for the procurement of products
like soyabean, coffee, wheat , prawns etc.
http://www.youtube.com/watch?v=Fx4gukMYTGA

 Godrej Aadhaar: A retail venture of Godrej Agrovet Ltd, has embarked

on social initiatives to tap the potential in rural India.
It has decided to screen the popular animation movie Hanuman for
the rural population at the Godrej Aadhaars in Maharashtra and
Gujarat.
This is the first time it is being screened outside the metros, especially
in the rural areas, according to Godrej Aadhaar.
For the first time, the farmer community along with their families in
the interiors of the State would enjoy a grand theatre style screening
of a newly released movie on a 35mm projector with a 30 ft X 15 ft
screen using Dolby Digital sound.
With these initiatives, Godrej Aadhaar aims to connect with more than
1 lakh farmers and offer them a platform to enjoy, interact and be
connected.

Why GO RURAL
In urban consumers durable market for products
like TV, washing machines, refrigerators and ACs
grow annually at a rate of 7% to 10%.
Rural market is zooming ahead around 25%
annually.
MART: specialist rural marketing and rural
development consultancy has found out :
53% of FMCG sales lie in rural areas
59% of consumer durables
Of 2 million BSNL mobile connections, 50% went to
small towns and villages.

Reasons for improvement of business in rural

area
Socio-economic changes
Lifestyle, habits and tastes, economic status
Literacy level more than 70%
Infrastructure facilities (roads, electricity, media)

Increase in income
Increase in expectations

Rural market environment

Social changes
Economic changes
Ethical changes
Political changes
Physical changes
Technological changes