Scribd
Upload
74 views5 pages

Rural Marketing Strategies in India

Rural areas in India account for 64% of the population but have lower incomes, less infrastructure and different priorities than urban areas. Factors like rural-urban migration, growing youth population, infrastructure development and agricultural technology are changing rural lifestyles and markets. To succeed in rural marketing, companies need direct community outreach using local talent, participative product demonstrations, solutions that address real problems, engaging content delivered through accessible formats, and high-visibility reminder advertising.

Uploaded by

baseeransari
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
74 views5 pages

Rural Marketing Strategies in India

Rural areas in India account for 64% of the population but have lower incomes, less infrastructure and different priorities than urban areas. Factors like rural-urban migration, growing youth population, infrastructure development and agricultural technology are changing rural lifestyles and markets. To succeed in rural marketing, companies need direct community outreach using local talent, participative product demonstrations, solutions that address real problems, engaging content delivered through accessible formats, and high-visibility reminder advertising.

Uploaded by

baseeransari
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd

Rural Marketing – Need & Best

Practices
Rural Marketing : Session 6
Rural marketing in the Indian context

Rural India in numbers

64% of India’s population


reside in rural areas 4.6 - 4.0 57 - 155
Rural vs Urban average Rural vs Urban mobile
household size (# of people) teledensity (connections per 100)

84% higher poverty rates


than urban areas

₹ 3,95,000 cr 1 : 2.1
Estimated size of rural FMCG Ratio of rural to urban
82% of farmers are small or
marginal
market in 2019 per capita income
Rural marketing in the Indian context

Critical differences with urban markets :


• Low availability of infrastructure like power, transportation & financial
services
• Low population density
• High travel distances for amenities
• Predominance of local language usage
• Low entertainment and leisure activity options
• Farming as primary occupation
Factors impacting rural markets

Rural to urban migrations driving


aspirations and social outlook

Deeper reach of telecom & media


content driving consumption demand

Rural youth moving to non-agricultural


professions changing priorities

Infrastructure development helping


increase opportunities & income levels

Increasing population changing rural


settlements into semi urban profile

Growth of agri-tech changing


agriculture sector ecosystem & lifestyles
Keys to success in rural marketing

1 Direct Outreach Essilor Eye Mitra HUL Project Shakti


Involve local talent to maximise reach &
availability

2 Participative Demonstration Mimi Moto Cookstove


Customers need to be educated on product use case
through demonstration

3 Real Life Problem Solutioning Mahindra Krishi Sammelan ITC e-Choupal


Brand needs to be part of customers’ daily life

4 Content & Technology Innovation HUL Kan Khajura Tesan Tata Tea Agni
Engaging content needs to be delivered in a simple,
cheap & easy to consume format

5 High Visibility Reminder Media Vodafone 3G Van Ceat Safety Banner


Brand recall needs to be built through OOH media

You might also like