Role of Voluntary Sector in

Making & Marketing of rural products

Presented by:Prabhatam
Advertising
 Rural Products

• Rural products of India are unique, innovative and have

good utility and values.
• ‘Ethnic origin’ and ‘indigenous design & appearance’ are
two traits of rural products , attracting a premium in the
market.
 Few Categories of rural products

• Handloom products
• Handicrafts
• Utility products
• Decorative products
 Current Scenerio

• Rural market will represent a community in a rural area

with a population of 2500 to 30000.

• Rural marketing involves delivering manufactured or

processed inputs or services to rural producers or
consumers.

• Rural Products in local use are also not marketed

horizontally.
 Current Scenerio

• Long chain of intermediaries

• People in rural areas suffer from both low prices as

producers and high prices as consumers.

• Rural products loose its equilibrium and the supply side

becomes exponentially high.

• Rural entrepreneurs face acute economic loss and rural

markets become stagnant.

.
 Current Scenerio

• There is an emergent need for Building sustainable

market linkages for rural products.

• Current marketing scenario indicates that many of the

marketing issues such as demand assessment, brand
identification, product promotions etc. have not been
extended the desired attention.
 Challenges

• Limited demand & supply in the limited local market

(rural haats).
• Low income for the producer.
• The chances for product improvement remain bleak.
• With limited publicity and limited awareness in the global
market about the existence of these micro-enterprises
• The exhibitions and melas are not a frequent
phenomena
• Existing marketing infrastructure is ill equipped
 Objectives
• Infrastructure should be durable in terms of time as
initial return-on-investment is low.
• Need for strategic publicity and promotion of the
products to the widest possible customer base
• The infrastructure should provide an any time - any
where access to the customers. 
• An understanding of the potential demand to enhance
the sale of products 
• Financial benefits, generated from the sale of products
must flow unhindered to the producer.
 Role of Voluntary Organizations

Role of voluntary organization in making and

marketing of rural products is to ensure
mutual benefits of the rural entrepreneurs,
customers and industries.
 Promotional Strategies

• Client and Location specific promotion

Exhibitions, Mela participation, Theme specific
events, Joint Work Shops
• Joint or co-operative promotion
participation between the marketing agencies and
the client, Encouraging Self Help Groups
• 'Bundling of inputs' marketing strategy, arrangements
of credit, after-sale service etc.
 Cont’d..

• Developmental marketing
Refer to taking up marketing programmes keeping the
development objective in mind and using various
managerial and other inputs of marketing to achieve
these objectives.
• Media
Both traditional as well as the modern media, is used as
a marketing strategy.
 Cont’d..

• Unique Selling Propositions (USP)

– The heartbeats of rural India
– With new technique for a life time of company
– For the sake of progress and prosperity
• Extension Services denote, in short, a system of
attending to the missing links and providing the required
know-how
• Ethics in Business. form, as usual, an important plank
for rural markets and rural marketing.
 Cont’d..
• Partnership for sustainability involve laying and
building a foundation for continuous and long lasting
relationship.
• Work shops to educate artisan about various
promotional tools
• Development of permanent hubs for sale
• Developing a hassle free financial system
• Strategic planning for promotional events
• Practical and affordable media to promote rural
products
Let’s Grow Together
Thanks