Growth Scenario of “Rural Marketing” in India

Abstract A debate continued for a long cadence amongst the Indian food marketers, both practitioners & academicians, on the justification for the existence of the intelligible discipline of hoidenish marketing. Consequently, two school days of thought emerged. The first school belived that the products/services, marketing tools & strategies that are successful in urban areas, could be transplanted with little or no more modifications in agricultural areas. However, the second school saw a clear line between urban & uncouth India, & suggested a different approach, skills, tools & strategies to be successful in rural markets. What differentiates the two markets is not immaculate income, but a host of other infrastructural & socio-cultural factors. The rural market cannot be tapped successfully with an urban marketing mindset & would unquestionably require its thorough understanding. In other words, the approach toward rural markets needs to be distinct from the one adopted for the urban markets.

Increased telecom broadband penetration, clean energy investments, orthogonal Direct Investment (FDI) in rural development, PURA (Providing Urban Facilities in verdant Areas), growth in food processing perseverance and several new initiatives are set to transform India rural and make it an even bigger market place for the world(prenominal) corporates to pounce upon. Several management studies have proven the personnel of rural markets over urban. country-style market potential in India is so huge that a mere one part increase in Indias rural income translates to Rs 100,000 million of purchase power, according to a study quoted in Marketing to Rural Consumers- Understanding and tapping rural market potential by Sanal Kumar Velayudhan and Gudha Sridhar (Excel Books). Rural market is already bigh for FMCG (53%) and durables (59%). Money available to pass by on FMCG products by urban India in 2001 was Rs 495,000 mn as against Rs 635,0000 mn in rural India, the book quoting another... If you want to drive a full essay, order it on our website: Ordercustompaper.com

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