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Source : http://www.blonnet.com
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last activity : 07 06 2010 20:18:04 +0000
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The emergence of rural markets as highly untapped potential emphasizes the need to explore them…Surge in the publications on rural marketing is an indicator of the interest in this emerging domain of knowledge. However, studies have been widely fragmented and time has come to consolidate the knowledge that has evolved over the past years.
Consumer culture, spurred by rapid economic growth, is spreading to the vast rural areas where two-thirds of India's 1.1 billion people still live. The trend is creating new opportunities not just for big business, which has long focused on the urban middle class, but also for some of India's poorest citizens.
Some impulses to go RURAL:
Large Population
The rural Indian population is large and its growth rate is also high. Over 70% India’s one billion plus population lives in around 627,000 villages in rural areas.
Rising Rural Prosperity
India is now seeing a dramatic shift towards prosperity in rural households. To drive home the potential of rural India just consider some of these impressive facts about the rural sector.
Growth in Market
The purchasing power in rural India is on steady rise and it has resulted in the growth of the rural market. The market has been growing at 3-4% per annum adding more than one million new consumers every year and now accounts for close to 50% of volume consumption.
Impact of Globalization
The impact of globalization will be felt in rural India as much as in urban. But it will be slow. It will have its impact on target groups like farmers, youth and women.
Many of the leading companies are driving their Ad Campaigns strictly focussing on the rural consumer.Hindustan Lever is not alone in recognizing the vast potential for profits in rural India.
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