The Future of Rural Marketing

Learning Objectives

Understand the rural boom

Identify the way forward for rural marketing

Understand the rural dividend and new opportunities

 The Rural Boom

Expected to be a one trillion USD market by 2017

Shift to non-farm activities

Better infrastructure in terms of roads, electricity, and

communication

Improved literacy and incomes

Rural consumption and penetration levels of FMCG

products to equal urban levels by 2017 (McKinsey report)

Agricultural reforms leading to explosion in demand

 The Way Forward

Dedicated rural teams Sensitized to rural conditions and rural markets

Forward innovation Create manufacturing jobs locally

Inclusive marketing Enhance rural incomes while marketing to them

Innovative rural
Use social infrastructure and SHGs
distribution

A new price
Deliver on the basics with not many frills
performance paradigm
 Rural Dividend
Rural healthcare, durable consumer financing, banking,
construction and housing great opportunities in rural
India

Companies can derive a huge rural dividend if they get

their focus and strategies right

Companies have to understand the rural consumer and

the ecosystem

Solutions have to be developed to overcome the

challenges of accessibility, affordability and availability

Rural consumers have to be approached with a

business mind, social heart approach