ISSN: 2456:6381 BIMS International Research Journal of ...

ISSN: 2456:6381 BIMS International Research Journal of Management and Commerce

VOLUME 02, ISSUE 04, DECEMBER 2017 1

RURAL INDIA- THE GOLDEN BIRD: EXPLORING THE REAL BHARAT

Aditya S. Betala

MBA, PGDM and PGPM, Cardiff-Metropolitan University [U.K.]

Universal Business School, Mumbai.

Abstract:- This paper discusses about the Rural India; the Real Bharat where the economic golden bird resides.

Marketers, Researchers and Industrialist etc have been working on this sector from many years and also have

derived with disruptive ideas for growth but yet the major chunk of the rural India is untapped because of many

factors. This paper will act as a light house to the growth seekers and will perform as a catalyst in order to

comprehend the bottom of the pyramid.

Keywords:- Rural Branding, Rural Marketing, and Rural Scanning.

1. INTRODUCTION For a long while now, the bait of rural India has been the subject of energized talk in corporate suites. There is a

justifiable reason as well with urban markets getting soaked for a few classes of consumer products and with

rising rural livelihoods, marketing heads are fanning out and finding the qualities of the expansive rural markets

as they endeavour to develop their markets.

Today, the thought has become out of its early stages and overwhelms dialogs in any corporate meeting

room methodology session (Rakshit, 2006). Rural buyers are on a very basic level not at the same as their urban

counterparts and extraordinary rural geologies show impressive heterogeneity calling for rural particular and

area specific strategies e.g. a cultivator in provincial Punjab is considerably more dynamic than his partner in

Bihar. A farmer in Karnataka is much more learned than one in Rajasthan and so forth (Kumar, 2017).

Fig. 1 A Scanning of the World Rural Market with India as the most elegant player. (Accenture, 2013)

2. DEFINING INDIAN RURAL MARKET National Commission on Agriculture demarcated Rural Marketing as the decisions to produce saleable

commodities involving all aspects of the market system or structure, both functional and institutional, based on

technical and economic considerations and includes the pre and post-harvest operations (Dr. T.V. Malick, 2014).

2.1 What Institutes Indian Rural Market?

The Census of India defines rural as habitation where population density is less than 400 per sq. Km, and where

at least 75% of the male working population engaged in agriculture, and where there is no any municipality or

board. Niti Aayog of India defines rural as a town having population up to 15,000(Tikku, 2017).



Fig. 2 A snap shot of Indian consumer base

(The Goldman Sachs Group, Inc, 2016)

2.2 Common Myths for Rural Marketing in India

A. Rural India is only about farming: Nearly 50% of the rural Indian economy is non-agro based and

33% of the families around 50 million are occupied with non-agrarian exercises, individuals working in

assembling, or as brokers, retailers, giving administrations, for example, electricity generation,

construction , mining and quarrying, transportation and haulage. Around 40 % of rural family units are

landless (Kumar, 2016).

B. Rural buyers will accept whatever is given: Another allegory that marketers accept is that rural

buyers are not demanding. They will purchase any item that is accessible on the racks butit’s not genuine any longer with high entrance of TV medium, rural buyers likewise approach data and quickly

change their inclinations (Sagi, 2013).

C. Rural Disposable income is very low: According to an automobile research it was found that the rural

India purchases more XUV’s as compared to the urban India (Kumar, 2017).

D. Rural market is just a low priced consumer goods market: One of the imperative misguided

judgments about rural buyers is that they are more touchy to cost but there are affluent class in parts of

rural India who are purchasing premium brands moreover. There is urge of a proper STP of rural

market needed. (Sharma, 2003).

E. Rural marketing is just about distribution: Distribution is unmistakably the way to rural marketing.

In any case, it's inappropriate to envision that distribution is the only thing that is important. Rural

purchasers are not cased from the urban market. In the event that marketers don't catch the chance to fulfil the requirements of rural buyers, at that point rural purchasers will scan for different other options

to satisfy their necessities (L.K. Vaswani, 2010).

F. Growth in rural is moderate ROI has late outcomes: The rural market is growing quicker than the

urban market. The rural market, which represents almost 70% of the aggregate number of families, saw

a 25 % yearly growth while the urban consumer durables market developed at 7 to 10 %. 70% of



India's population, 56 % of its wage, 64 % of expenditure and 33% of its saving funds originate from

the rural India (Singh & Satya Prakash Pandey, 2005).

G. One Marketing Stratagem for all: Rural India is portrayed by more than 780 vernaculars, 1650

lingos, and decent variety in castes, sub- castes, tribes, culture, and subculture. Brands & products

should be displayed and advanced in a way that obliges the local cultural social and social sensitivities.

Thus, it winds up plainly basic for marketers to utilize a multilevel approach for product promotion and to remember the particular territorial progression before arranging a marketing strategy (khanna, 2016).

Fig.3 Companies will need to master three steps to achieve profitable and sustainable growth in rural

markets —reaching, acquiring and retaining customers

(Accenture, 2013)

2.3 Demographic details and Fast Facts of Indian Rural Markets

(Bhigania& Mr. Shaikh Juned Saoud, 2016)



Figure. 4

(McKinsey Global Institute, 2007)

Fig. 5 Progress of Rural Marketing

(Vyas, 2014)

3. THE LUCRATIVE RURAL POCKET 27 % of a rural consumer's pay is spent on basic needs. This is trailed by around 13 % on Agri inputs, 8% on

pharmaceuticals and medicinal services and 7 % on attire and footwear. Along these lines the essential use of a

rural buyer is on fulfilling day by day physiological necessities. The utilization studies has likewise demonstrated that foodstuffs are purchased in rural shop itself yet attire, consumer durables and even agri Inputs

are purchased in close-by town or urban communities.

The extent of rural market, where usage of tractors developing at 15 % for every annum while

utilization of pesticide furthermore, prepares growth rates are individually 12 and 10. Non-food products market

is of Rs 20,000 crore, these all clearly illustrate the measure of rural market. There are 6800 mandis, agrarian

markets set up by state governments to secure farming produce straightforwardly from farmers. They are

situated in high yield focus areas and fill in as a decent promotion option put for all products and brands (Saini,

2014).



3.1 Assimilating the Potentiality of Rural Market

Large Population: 742 million Indians constituting 138 million family units live in 6,38,365 villages.

The extent of rural market itself talks about its potentiality (PATEL, 2013).

New Employment Opportunities: Government plans like IRDP (Integrated Rural Development

Program), JRY (Jawahar Rozgar Yojana) and TRYSEM (Training Rural Youth for Self-Employment)

have made new business openings in Rural India. Co-operative banks and Public banks are stretching out loans to rural individuals, in this way they are making openings for work for themselves (Dr. Y. M.

Gosavi, 2016).

Expanding Income and Purchasing Power: The agricultural development projects of the government

have expanded pay in the farming part. These thus have made more noteworthy obtaining power in

rural markets (Panigrahi, 2016).

Development in Market: The market has been growing at 3-4% for each annum including more than

one million new customers consistently. Buyers are brand loyal’s and comprehends logos better (Daru,

2015).

Purchaser Behaviour Changes: Increased education and more noteworthy awareness in rural markets

make new requests and segregating purchasers. This is identified more in the rural youths. In towns

today, this portion of purchasers expends a substantial assortment of products, both durables and non-durables (IBEF, 2017).

3.2 Marketing strategies for apprehending the Rural Customer base.

Prof. C.K. Prahalad explains on the immense open door and test before the Indian marketers. The principle

challenge is to send innovation to turn out with rural driven products that would have the capacity to make

another expending class out of the poor purchaser. Low cost and useful esteem being the main thrusts, this new

classification of products would have the capacity to create higher value than the ones as of now accessible in

rural markets. Firms have the chance to go for the real Indian mass markets that need great quality at lower cost,

attractively designed, packaged, branded and properly advertised. Rural markets as of now represent more than

50% of the aggregate FMCG utilization in the nation (JHA, 2014).

4. STRATEGIES FOR PRODUCTS FOR RURAL

Product Designing and style for rural: While designing products for rural markets one should

consider the ecological conditions in which the item will be utilized, its usefulness, accommodation of

operations and cost. The Nokia 1100 mobile phone is an exemplary case of product intended for rural

market. At the point when Nokia engineers watched field laborers utilizing cell phones in India, they

saw that the extreme stickiness influenced the telephones to smooth and difficult to hold or dial. So

they outlined the Nokia 1100 with a Non-slip silicon covering on its keypad and slides to oppose the

harm caused by the dust in dry climate. The Godrej Chotu Kool fridge is an amazing case of creative

and reasonable item that takes into account rural needs as well as goes for enhancing their expectations

for everyday comforts. To keep the maintenance cost of the item low is similarly essential while

fabricating the item for the rural market. Durability and simplicity in maintenance must go as an

inseparable unit (JHA, 2014).

Use of Refilling packs: Refill packs of milk powder, tea, baby powder and other FMCG items can be

marketed by the marketers. A product which is filled in jars of either plastic or glass can be reused with

"refill packs" which comes in poly bundles. The purchaser gets profited as the cost of refill packs are

far the most part less when contrasted with the first run through acquired container. Such system

functions admirably if there should be an occurrence of Boost, Horlicks, Bru Coffee etc. (Panigrahi,

2016)

Making Durable Products: Rural customer gives tremendous significance to the toughness of an

item. They likewise have a mental confidence that items which are heavy and massive in look are

stronger and enduring. Eveready battery which has a mind-boggling chunk of dry cells and lights in the

rural markets, found that the plastic lights presented by them got a decent reaction in urban markets,

however has no buyers in rural India. Farmers favoured heavy metal torches because of the scrap value was high when sold to a scrap merchant. The products intended for rural markets ought to be

sufficiently tough to oppose unpleasant taking care of and the severities of transportation (Kumar &

dangi, 2013).

Choosing the packaging Colour: Striking colour, intense labelling and recognizable logo, especially

those that the shoppers can undoubtedly distinguish are particularly helpful. The splendid shades of

Brooke Bond Red Label tea, Nyle Shampoo, Colgate's red and white noticeable tooth paste, Lifebuoy's

commonplace packaging and Parle’s biscuit packs are the well-known illustrations which made brand

distinguishing very easy (JHA, 2014).



Evading complexities: One of the purchasing thought processes in the rural consumers is the practical

utility instead of rich attributes and superiorities. The products will have a higher possibility of

succeeding when the nitty gritty are added to the products and therefore it decreases the cost of the

product also. Tata's Swach is an ease answer for drinking water. Assembling privately sourced

materials with Nano silver particles for the filters helped improve performance (up to 90% end of

germs) while decreasing expense too (Sharma, 2012).

Branding strategies for Rural: The difficulties in the development of brand recognition in rural

markets include the need to relate the brand with the rural way of life and with rural conditions. Tata

steel branded its galvanized corrugated sheets Tata Shaktee to make a brand personality that passes on

the characteristics of quality, sturdiness and strength. Britannia’s Tiger biscuit made a character of a

brilliant, dynamic and sharp child. Mahindra and Mahindra has kept up its binding image in rural India.

The Bhoomiputra (son of soil) series of tractors with their tough highlights and sarpanch (village head)

arrangement have enhanced deals. The sarpanch brand gravitated towards brand acknowledgment

between the product and the head of the village. Rural shopper’s brand affiliation is basically with

colours, numbers and pictures. Long names with specialized sounding languages ought to be dodged.

Brands like Rin Shakti, Nima have done well in rural India in that way names retained in the

consumers mind. The brand name ought to be with the end goal that the rural people can without much of a stretch articulate it. Few Cases can be Lux, wheel, and Bajaj etc. (Srivastava, 2011).

Choosing the right Brand ambassador for Rural: Choosing of a right ambassador is a very

important per se to who can associate to specific regions like in Karnataka we can find Kannada actor

Upendra in many ads because of the popularity among the rural base similarly in other states regional

actors are made ambassador in order to connect instantly (JHA, 2014).

4.1 Pricing Strategies for the Rural Markets

Low unit packaging (LUPs): The tiny packs have a superior possibility of picking up as a result of

their affordability. Dominant part of the miniscule and peripheral agriculturists/every day wage

workers don't buy consumables that would keep going for over 7days. Godrej is offering its Expert hair

shading Nupur henna at INR 5 and INR 10. HUL's Pepsodent toothpaste is accessible in a sachet for

INR 4. PepsiCo’s snacking S.B.U., Frito-Lay has propelled its Kurkure brand in packs of Rs 3 and 5. Jio, Vodafone, Tata Docomo have bounced on to INR 5 recharge. Tiny unit packs, being estimated low

initiate elevated amounts of trial buy. Pepsi had propelled chota Pepsi at Rs.5/ -. Coke had stuck to this

same pattern with its "Mini Coke" in the rural markets (Singh, 2017).

Low cost packaging: The cost of a product can be brought around by utilizing minimal effort bundling

materials that are sturdy and refined. The best exemplar is the disruption brought by Cavin care[CK] by

introducing Chik Shampoo in Rs1 Sachets which was whole heartedly accepted by the rural mases and

today all most all companies follow the same(Harvarards Business Review Mamta Kapur, 2014).

Coinage/Round-off pricing: The coinage pricing methodology is for the most part utilized as a part of

rural markets for FMCG brands. For the comfort of retailers and buyers organizations utilize this sort

of estimating with a specific end goal to avoid the issues caused by lack of change. Pricing are made at

a coin value ex Rs 5,10, etc. Coinage cost is specifically relative to the package size. These packs are

tiny in measure and are regularly implied for one time consumption(shampoo sachet)or a day's

consumption(tea bag) or seven days' consumption(bathing or washing soap)Some of the brands that

P&G offers for INR 5(Swathi, 2016).

Psychological pricing: It’s pricing technique which juggles with the mind of consumers, they feel that the product is under their budget. For instances Rs 99, 49 etc (BOOSHAN, 2016).



Fig. 6

(Harvard Business Review Erik Simanis, 2012)

4.2 Strategies for Rural Distribution

Fig. 7 An Exemplar of Rural Distribution of HUL

(Belchada, 2017)

Choosing the right set of intermediaries: Appropriate selection criteria for mediators ought to be

shaped so the outlets with better portrait are chosen and the organization does not loose because of

stocks being available in stores, which would not be disparaged by the clients (Vinayagamoorthy, 2014).

Self-Help Groups [SHG] Model: The quick growth of the SHG [Self-Help Groups] movements in

India has given marketers a chance to set up a way breaking dispersion demonstrate through connecting

these groups with more than seven million SHGs crosswise over India. These hold an extraordinary

potential to build up a minimal effort of circulation model to achieve rural homes in the remotest parts

of the nation. TTK prestige cooker was the first company to use this channel and today prestige is the

leading brand of India (Prashanth Sagi, 2015).



New product Stocking: This viably bolts up the rural retail shelf space by the current items and brands

ruling out new items and brands. This adds to the attitudinal obstruction of the retailer for anything

obscure, making it basic to try exceptional endeavours to move down the dispatch of new

product/brand offerings to rural markets (PARWEZ, 2014).

Haats: Haats (periodic market) deliver as an extremely helpful component of achieving the inside rural

markets. The significance of haats is more prominent in the inside, less prosperous towns. In the more fruitful tracts, for all time found shops are more critical as outlet of products. Haats, Shandies are

distinctive names used to assign periodical markets held once per week. An occasional market is an

open social event of purchasers and merchants meeting at a standard area at normal interims. The vast

majority of the haats serve a territory inside a sweep of 12-15 kilometres. Haats can take into account

around 4000 individuals spread more than 10-15 towns (Gogoi, 2013).

Use of Public Distribution System for tapping Rural chunk (PDS): The PDS in the nation is

genuinely efficient. The patched up PDS puts more accentuation on achieving remote rural ranges like

hills and tribal's. The motivation behind the PDS is to influence accessible fundamental products like

grains, sugar, eatable oils, lamp oil, and others to the purchasers at a sensible cost. The shops which

disseminate these products are called Fair Price Shops. These Fair Price Shops are controlled by State

Civil Supplies Corporations, Cooperatives and additionally private business people. Here again there is

a plan for incorporated acquirement and appropriation. Since the PDS outlets cover the whole nation,

both urban and rural ranges, these can be used for advertising consumable things and low esteem tough

things in rural regions. Powerful use of the PDS framework ought to be investigated by the

manufacturing and marketing people, since they as of now have a distribution set-up country wide (Arshi Talwar, 2014).

Fig. 8 Emerging Rural Sales and Distribution models

(Accenture, 2013)



4.3 Other new distribution options to be explored [Self-observations]

Petrol pumps[Self-observations]

Post offices[Self-observations]

Fig. 9 A snap shot of views executives about piggybacking

(Accenture, 2013)

Fig. 10 A snap shot of views of executives about most thoughest criteria to cream up the Rural Market

(Accenture, 2013)

4.4 Promotional Strategies for Rural

Elementary message should be clear enough: The focal product advantage should shape the fundamental

message of the commercial go for the rural purchaser. In the event that the product is motor oil it should be

portrayed as inconvenience free long existence of motor ought to be the fundamental message. In a

promotion for the manures, higher yield ought to be the key point (JHA, 2014).For instance ‘Thanda

Matlab Coca-Cola, Desh Ki Dhadkan – Hero Honda

Use of Logos/Symbols and pictures: Use of pictures and images can be a capable approach to speak with

the rural purchasers, particularly where the vast majority of the rural shoppers are less taught, utilization of

dialect has impressive constraint. Pictures and images can beat this obstruction. Advertiser ought to solicit

some from the significant inquiries like, what sort of pictures can be utilized as a part of correspondence. Which one would be more compelling criteria before choosing the correspondence system? In any info,

focusing on the rural customer, the logo must be featured as he makes sure to allude to the item, by its logo,

as opposed to the brand name (Umang Goel, 2013).

Use of Vibrant Colours for promotion in rural: Colours can be utilized as a part of passing on the

messages, feelings and represent the topics effectively. Colours can conjure reactions from intuitive

personality. Villagers like splendid colours like red, yellow, green etc. Thus the rural attention media

whether TV, wall paintings, posters, flags or freebees ought to be in brilliant sorts. Before giving the

commercial message it is smarter to pull in the plausible customers. Colours is one such apparatus for

drawing in the rural customers. A portion of the marketers like, Emami's navratan oil, Asian paints and so



on utilize the rural setting viably. They utilize rural occasions, people artists with brilliant outfits' for getting

consideration and making significant affiliation which may in the end increment the brand maintenance and

help strong brand recall (Kumar, 2013).

Use of Jingles or Music: Music is an essential piece of rural life. The rural social communities have tunes

for each event from birth of a child, engagements, marriage, and even despondency. Aside from this, each

part of the country has its own particular people music and move. Utilization of recognizable music makes an exceptional distinguishing proof with the rural group of onlookers. On the off chance that these could be

consolidated in the rural promotion crusade, it is certain to succeed. Most jingles are adjusted from the

customary wellsprings of music. Manikin shows conveying a notice message mixed with film music

reaches rural villages where electronic channels are truant (ANJUM, 2013).

Using Local Language for promoting the products in rural: Commercial crusades for rural territories

ought to essentially be in the local language and not in English. In South India, even Hindi would not work,

as each state has its own particular dialect with advance varieties in various districts inside the state.

Presently a-days visuals are shot and later named into a few territorial dialects taking consideration that the

lip developments coordinate the words in the sound track. For most healthy drinks promotions and for other

shopper merchandise this technique is taken after. A few ads might be precisely have a similar topic and

area however are produced independently for various dialects. For example wheel packets consists Kannada font in Karnataka similarly goes with the advertisements too (JHA, 2014).

Use of Melas or fairs and Haats: Melas are a noticeable component of Indian rural life, held intermittently

or yearly to remember imperative occasions or to respect a divinity. 25,000 melas or fairs are held every

year, more often than not at celebration time at a sacred place.

1. Melas can be grouped on the premise of their tendency into product fairs, cattle fairs, blends of the

both, display and religious fairs and on the premise of their periodicity into one day fairs, short

(between 2 to 7 days) fairs, and long (finished seven days) fairs, or relying upon district their

significance, their territory of impact extends over an area, a locale or the whole nation (JHA, 2014).

2. Melas work best for quick moving customer merchandise, as purchasers are all the more positively

arranged towards new brands of non-durables, particularly since more ladies and youngsters are

available. These melas fill in as real wellsprings of data about new items to villagers, as advertisers set

up slows down. A rundown of melas, is made toward the start of the year can be made and afterward the organization can choose about cooperation (RATHEE & KUMAR, 2013).

3. The mela chose relies upon its area concerning brand nearness. The length of the fairs, target group of

onlookers for the item and number of expected guests all assume a crucial part in choice. Care ought to

be taken to maintain a strategic distance from closeness to other slow down offering comparative items.

An imperative part of a mela is that it gives the open door for the organization to show its items which

gives awesome certainty to villagers to purchase the item. The slow down ought to be brilliant and

vividly enhanced with banners. There are around 47,000 haats, which are a noteworthy rural market

framework in India (Kaur, 2015).

Wall Painting: Wall paintings, while constrained to visual effect, introduce a practical update medium for

rural scope. Dabur India has extensively used this medium bringing about high scope through wall

artworks. This alongside rock-hard circulation network has set up its rural nearness. Similarly as with silver screen, checking is an issue here. Wall compositions have a wide geological spread. If there should arise an

occurrence of shopper durables the measure of the business group limits checking even in residential

communities. Wall depictions are regularly utilized as a part of smaller villages which are visited by the

business drivers once in a fortnight or month (JHA, 2014).



Seeking the Help of Opinion Leaders: These are the key people mostly knowledgeable person, sarpanch,

mechanics etc in the village who creates opinion about a product or services, these people are trusted the most by the residents of the village as they have a fair image. Marketers seek their help my making them

aware of the product in order to push the product in the region (Vij, 2015).

Acquiring Indian brands for proper association: Coke had acquired Thumps up, Gold Spot, Citra and

Limca in order to vanish these brands, but later on the company understood in order to endure in the market

and to contest with their rivals there was a dire need of reviving these indigenous brands (Ahmed, 2013).

5. SOME SUCCESSFUL RURAL PARADIGMS WHICH CREATED A FORCE TO RECKON

5.1 CFCL - Chambal Fertilizer and Chemicals Ltd Leading manure provider in the State of Rajasthan with vast marketing system. Firm gives all Agri-items

through a 'solitary window'. Items are Urea, DAP, MOP, pesticides also, seeds. The items are sold under the

'Uttam' umbrella brand. 'Uttam Bandhan' is a very much organized farmer consultative program to advance all around grounded cultivating improves, under this program;

The organization sorts out harvest classes, item and field exhibitions and agriculturist meets. Soil and

water examination is led for nothing at Chambal's research facilities and in light of the outcomes Chambal

specialists stress on the adjusted utilization of composts. Jobless youth from towns are enlisted as 'Uttam Krishi

Salhakars' and are prepared in the most recent cultivating systems and gave particular administrations to

agriculturists. Uttam Roshani is likewise an activity by firm to put resources into water harvesting, medicinal

services, country foundation, training and women strengthening (Vyas, 2014).

5.2 ITC Limited- e-Choupal ITC Propelled in June 2000'e-choupal' has just turned into the biggest activity among all web based innovation

in rural India. 'e-choupal' today connects with more than 3,50,000 agriculturists growing a s yields like soya

beans, coffee, wheat, rice, cereals, pulses and shrimpin the range of 3100 towns through 6000 booths over seven states (Madhya Pradesh, Rajasthan, Maharashtra, Chhattisgarh, Karnataka, Andhra Pradesh and Uttar Pradesh)

(Vyas, 2014).

The e-choupal has robust operational system starting from the Sanchalak who is a resident of the

village, equipped with a computer which has a e-choupal software, the entire operational training is provided by

the company, the Sanchalak gives entire information about the weather, crop quality, fertilizers to be used etc.

The farmers of the village seeks help from sanchalak to know the rates of their produce etc then the sanchalak

enquires the rates from choupal Sagar which is setup between 50 to 100 villages it is nothing but a rural super

market where all the farm produced items are procured and also all agricultural and non- agricultural day to day

necessity products are sold (Sivanesan, 2014).

This remarkable system has gained lot of prominence among the farmers because of the instant

payment of their produce and eliminating the middlemen’s etc. This initiative is world’s biggest rural initiative and has made a candid success stone in the Indian Rural market it has also drawn Harvard’s eyes to take up a

study on this giant operations.



Fig. 11 Depicting the e-Choupal Operations

(Dr.S.VISHNUVARTHANI, 2016)

5.3 Dabur and GIS

Dabur in order to penetrate into rural markets and tap the untapped customer base launched project Double in

the year 2010. The project double was to double the sales and sales revenue in rural market for this the company

used the technological tool called G.I.S. “Geographical Information Systems”. GIS facilitated the company

with the information of villages consisting of population of 3000 or more, based on it the company revived the

new channel strategy were company deployed a super stockist under him a Sub- Stockist. The super stockist was in the district headquarter feeding to all the sub stockist and not allowed to

directly sell the goods to rural base, these sub stockist with the help of RSR’s [Rural Sales Representative] who

were equipped with a tablet which use to provide all the real time data of inventory at sub stockist, delivery,

route, rural retailers information etc. By deploying this technology in the channel Dabur grasped the ambitious

target of doubling the sales and sales revenue by reaching to 24,000 villages in 10 states in which rural

outperformed urban market especially in Maharashtra were the growth rate was more than 50%

comparatively(Accenture, 2013).

5.4 HPCL’S Rasoi Ghar

HP in order to cultivate the practice of using LPG for cooking had setup Rasoi Ghar which is a community

kitchen in villages, the Rasoi Ghar was set up in pukka house and basic facilities like water, Gas Stoves, utensils

etc for cooking were made available, people from all parts of the society of the village came there and started using these facilities to cook there food at a quite lucrative rates of Rs 4 per hour, till today these Rasoi Ghars

are been used and have been significant success factor for HPCL to tap the rural base(Accenture, 2013).

5.5 HUL’s Project Shakti

Project Shakti began with 17 ladies in the year 2000 and it has become fruitful enough to spread its wings to

more than 1,00,000 towns and also 3 million families each month. Project Shakti is a rural conveyance activity

under which HUL chooses Shakti Ammas [women who are interested in working and from economically

backward background] to go to diverse towns and offer the HUL items and generate income under this

Commission-Based Model.

This model has been the development driver for HUL and about 50% of the sales portion of HUL's

FMCG deals originate from rural markets. The Shakti organized toward the end of 2008 was 45,000 Ammas covering 1,00,000+ towns crosswise over 15 states. The vision of the organization is to have 1,00,000

ShaktiAmmas covering 5,00,000 towns and achieving 600 million individuals (Vyas, 2014).



6. CONCLUSION

It’s time to break the cocoons of myths about the rural market and pave the way for the growth drivers by both

conventional and unconventional strategies as the rural India is truly vibrant with several areas of unseen and

unheard valleys of prosperity which the marketers need to explore and grapple the cream before it’s too late.

(Dr. T.V. Malick, 2014)

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