It happens only in It happens only in It happens only in It happens only in
RuralRuralRuralRuralRuralRuralRuralRural IndiaIndiaIndiaIndia
A farmer went to near by small town to book a rent cab to attend an auspicious occasion near by village ,finding no cab available for rent he village ,finding no cab available for rent he instantly purchased Brand new Mahindra Bolero
What is Rural ..?
Is it a place where Cattles Is it a place where Cattles Is it a place where Cattles Is it a place where Cattles
means more than means more than means more than means more than
communicationcommunicationcommunicationcommunication ? ? ? ?
Cellular Storm
With 26 mobile service provider in India with continuous growing pool of consumer in Rural India with major chunk of business from rural population and still growing.
Satellite TV services
Almost 10 satellite TV Provider ventured in rural India catering to their Needs of profiled consumer and still growing.
Common service centers ( CSC )
One CSC equipped with Internet Telephony to service a cluster of 6 villages 6,00,000 villages networked till date with more than 9000 CSC.
Radio Channels Radio Channels
Total of 171 AIR FM Transmitters and 248 Private FM Radio Stations are operational in the country majorly are operated in rural hinterland providing effective communication to the target Audiences.
Community radio channels
Total 68 community channels running in India which are operated in rural India .
What is Rural ..?
Is it a group of consumer having low Is it a group of consumer having low Is it a group of consumer having low Is it a group of consumer having low
economic status and low disposable economic status and low disposable economic status and low disposable economic status and low disposable
income income income income
With 742 million people,
rural India is the largest
potential market in the
world estimated 1,25,000
crores
FMCG 53%
Rs.65,000
crores
Agri-inputs
Rs.45,000
2/4 wheelers
Rs.8,000
Consumer
Durables
Rs.5,000 crores
Rs.45,000
crores
Rs.8,000
crores
The increase in procurement (minimum support price) MSP has contributed to a rise in
rural demand. Government schemes like NREGS [National Rural Employment Guarantee
Scheme, which guarantees 100 days of employment to one member of every rural
household] reduced rural underemployment and raised wages. Also, farmers benefited
from loan waivers [introduced in the last Union Budget]. The increase in rural purchasing
power is reflected in rural growth across a number of categories.
If a farmer in rural Part of Satara earns 1 rs, all of it is his to dispose off as he pleases. Thesame income in the hands of an urban person, who is possibly a tech worker, is actuallynot 100 rs of disposable income. It is most likely 67 paise; the rest goes as tax. The farmeconomy, with zero-tax on farm income, creates far more disposable income. Buying powerin the hands of the rural rich is higher than the buying power of the urban rich
The durables and automobile sectors contribute US$2.5 billion each, and agri-inputs(including tractors) about US$1 billion. Some 42 million rural households [use] bankingservices against 27 million urban households. There are 41 million Kisan creditcardholders [credit cards issued to farmers for purchase of agricultural goods] againstsome 22 million card users in urban markets
Total income in rural India (about 43% of total national
income) is expected to increase from around US$220 billion in 2004-2005 to US$425 billion by 2010-2011, a CAGR of 12%
Average Monthly Per Capita Consumer Expenditure (MPCE) in 2007-08 was Rs.772 in rural
India and Rs.1472 in urban India at 2007-08 prices. About 65% of the rural population had
MPCE lower than the national rural average. For urban India the corresponding
proportion was 66%.
The percentage of BPL ( Below Poverty
Line )Have come down to 26% from
42%
In 2007-08, around one-half of the
Indian rural population belonged to
households with MPCE less than
Rs.649. In 2006-07corresponding level
of MPCE for the rural population had
been estimated as Rs.580.
INDIAN
INCOME
2005
INCOME
PYRAMID
Forecasted
2015
What is Rural ..?
Is it a hinterland where govt. still underestimate Is it a hinterland where govt. still underestimate Is it a hinterland where govt. still underestimate Is it a hinterland where govt. still underestimate
destitute condition of people ???destitute condition of people ???destitute condition of people ???destitute condition of people ???
1,46,185 kms. of road length is proposed to be constructed . This willbenefit 66,802 unconnected eligible habitations in the country. Toensure full farm to market connectivity, it is also proposed to upgrade1,94,132 kms. of the existing Associated Through Routes. A sum ofapproximately Rs.48,000 crore is proposed to be invested to achieve
Bharat Nirman
The primary objective of the PMGSY is to provide connectivity to all theeligible unconnected habitations of more than 500 persons in the ruralareas (250 persons in the hilly and desert areas) by good quality all-weather roads
Pradhan MantriGram Sadak
Yojana weather roadsYojana
The Ministry of Rural Development is implementing Indira AwaasYojana (IAY) with a view to providing financial assistance to the ruralpoor living below poverty line for construction of pucca house
Indira AwaasYojana
"Rajiv Gandhi National Drinking Water Mission (RGNDWM)- in 1991with three key objectives:
Providing safe drinking water to all villages,
Assisting local communities to maintain sources of safe drinking water i
RGNDWM
launched with the objectives of improving the quality of life of rural people and providing privacy and dignity to women. The concept of sanitation was expanded to include personal
hygiene, home sanitation, sage water and disposal of garbage, human excreta and wastewater..
Central rural sanitation
programme
To examine and analyse the factors contributing to the improvement of economic and social well-being of people in rural areas on a sustainable basis with focus on the rural poor and the other disadvantaged groups through research, action
research and consultancy efforts
National Institute of rural
development
Rural Employment Scheme
National Rural Employment Guarantee Act (NREGA)-unprecedented scale. The primary objective of the Act isaugmenting wage employment. Its auxiliary objective isstrengthening natural resource management through works thataddress causes of chronic poverty like drought.
National RozgarGuarantee Yojana
The Sampoorna Grameen Rozgar Yojana (SGRY) was launched on25 September, 2001 by merging the on-going schemes of EAS andthe JGSY with the objective of providing additional wageemployment and food security, alongside creation of durablecommunity assets in rural areas.
Sampoorna Grameenrozgar yojana
community assets in rural areas.rozgar yojana
The objective of the programme was to provide additional resourcesapart from the resources available under the Sampoorna Grameen RozgarYojana to 150 most backward districts of the country so that generationof supplementary wage employment and providing of food-securitythrough creation of need based economic, social and community assets
National Food for work Program
The objective of the scheme is to bring the assisted poor familiesabove the poverty line by organising them into Self Help Groups(SHGs) through the process of social mobilisation, their training andcapacity building and provision of income generating assets througha mix of bank credit and government subsidy
Swarna Jayanti Gram Swarozgar Yojana
Other programs
Formal recognition of the role of voluntary organisations in theSeventh Plan documentled to the formation of the Council forAdvancement of People's Action and Rural Technology (CAPART) in1986, as a nodal agency for catalysing and coordinating the emergingpartnership between voluntary organisations and the Government forsustainable development of rural areas.
Council for advancement of
peoples action and Rural technology
(CPART)
The objective of PURA scheme are provisioned of livlelyhoodoppertunities and urban amenities in rural area to bridge Rural Provision of Urban oppertunities and urban amenities in rural area to bridge Rural Urban divide by Providing PPP framework to gram panchayat
Provision of Urban Amenity in rural
Areas (PURA)
It involves provision of lunch free of cost to school-children on allworking days. The key objectives of the programme are: protectingchildren from classroom hunger, increasing school enrolment andattendance, improved socialisation among children belonging toall castes, addressing malnutrition, and social empowerment throughprovision of employment to women
Mid -Day Meal Scheme
What is Rural ..?
Is it a Market where Brands Is it a Market where Brands Is it a Market where Brands Is it a Market where Brands
and corporate still suffocating???and corporate still suffocating???and corporate still suffocating???and corporate still suffocating???
BIJLILaunched New Refrigrtor for Rural and Semi urban market priced at
10,000
SAMPOORNA
MAHASANGR
AM
SAPNO KA
GHAR
Range of TVs with Devnagri script on display Priced at 12,000
Focusing on rural town with population less than 5000 with special
economy model of color TV priced at 8000
Road Show in semi urban & Rural with mid priced consumer durables
to provide Touch & Feel experience
SHAKTI
Operation Operation
JAGRUTI
Rural initiative targeted villages population less than 2000, providing
income generating opportunity through shakti vani
OPERATION Jagruti, a village consumer contact campaign waslaunched with the objective of massive rural penetrationtargeted at the non-users and infrequent users of dentifrices.
JAGRUTIJAGRUTI
Parachute
ASHA
targeted at the non-users and infrequent users of dentifrices.
Anti Loose Campaign and Temper proof Packaging in Smaller Variants
Low cost snacks & Beverages
Chota Coke
Great Value Great Value
Launched Coca Cola in Rs 5 with tag line Thand Matlab Coca Cola
US-based direct seller Amway Corporation, is looking to reverse its
fortune with the launch of a range of low-priced fast moving
.
E- Choupal
Chick
Product
Great Value
Product
A rural shopping mall where farmers can sell their commodities and
everything including cosmetics, garments, electronics, appliances and
even tractors. It serves as an agri-sourcing centers, shopping centers,
and facilitation centersa
consumer goods (FMCG) products aimed at rural tier II & III cities.
CavinKare launched an aggressivecampaign to educate people on how
to use shampoo through live touch and feel in Rural Folks
Mera sapna
meri maruti
After securing its foothold in urban and semi-urban markets, it has
launched a pan-India campaign Mera Sapna Meri Maruti to tap
the vast potential of the rural market.
The promotional scheme Ghar Ghar ki Pehchaan is aimed at
Har Gaon Har
angan
Panchayat
scheme
Ghar ke
pehchan
Ghar Ghar ke
pehchan
The promotional scheme Ghar Ghar ki Pehchaan is aimed at
taking highly accomplished product like Santro into the depth of rural
India.
runs a panchayat scheme wherein it gives Rs 2,000 as incentive on
every buy of a Spark
Har Gaon Har Angan seeks to build an ongoing relationship with
millions of households in rural India through a network of 500 rural
sales executives
Samridhi
Mahindra Samriddhi, an initiative of Mahindra Farm Equipment, eyes
having 600 Mahindra Samriddhi centres and five million farmers
under its ambit by 2020.
TATA ACE
MAGIC
TATA ACE
MAGIC
Gold PlusTitan Industries GoldPlus is designed for the jewellery preferences of
the semi-urban and rural Indian customer.
TATAs Rural Transport Vehicle for Rural and Semi Urban Landscape
Utsav
PalampurMiss Palampur
campaign
A Range of Colour solution intended for the Rural Mass & Market
Cadbury has rolled out campaign Miss Palanpur eyeing to captured
Rural Mass Market campaigncampaign
Met Suvidha
Kamdhenu
campaign
Met Suvidha (Rural) is a participating flexible Endowment Plan that
combines savings and security to Rural Masses
The Kamdhenu campaign, a unique high-impact marketing and sales
campaign through cattle loans to farmers
Arogya
initiative to build a sustainable, profitable business that improves
access to healthcare among the underserved millions in rural India by
ASTRA Advance sales training for retail ascendance in rural areas
Arogya
parivar
Jitna
Hain
Hume Jitna
Hain
Elvista
access to healthcare among the underserved millions in rural India by
creating awareness, enhancing local availability, and designing
appealing and affordable health solutions
Campaign run rural part of north india , in which rural masses and
key opinion leader are educated and aware about epilepsy
Elder has launched its new division to reach deep pocket of the rural
hinterland with separate team of sales force
Proliferation of large format rural retail stores
TATA/Rallis Kisan Kendras
Escorts rural stores Escorts rural stores
DSCL Haryali stores
M & M Shubh Labh stores
Warnabazaar, Maharashtra
ITC Choupal Sagar
The future lies with those companies who see the poor as their customers.
CK Prahalad to Indian CEO's, Jan 2000.
To get rich, sell to the poor.
Pradeep Kashyap
+919302901996
GAURAV RAWAL