Marketing
What is rural marketing? Rural marketing is also referred as real marketing. (1) All the places that have population less than 10000 and population density less than 400 per square kilo meter comes under rural market. (2) Rural marketing is a process of producing rural specific goods, promoting and pricing them in such a way that people afford them and it can also meet the organizational objective.
Amit Singh College: NMiMS, Hyderabad Batch: 2012-2014 CHALLENGES IN RURAL MARKETING
“Future lies with those companies who see the poor as their customer” -C. K. PRAHALAD Introduction The census of 2011 represents that 71% people in India live in villages and they largely depend on agriculture and some small scale enterprises .The rural market of India is vast in size and comprises of 1.21 billion population spread over 627000 villages. Agriculture contributes 17.8% to the gross domestic product of the country. It also contributes 13.1% to the total Indian export. Agriculture sector provides employment to 58.4% of the countries workforce and survival to 650 million people of country. What one can expect from the business point of view is ”A huge potential market”, but how to capture this potential market is the biggest challenge!! Mahatma Gandhi once said, “India’s way is not Europe’s. India is not Calcutta and Bombay. India lives in several hundreds of village”.
Why rural marketing? 1. Since India is an agro based economy and growth of other sector of economy is driven by rural demand. 2. The urban market is reaching saturation thus only rural market can help companies to stay alive. 3. Rural marketing is a potential market for almost all type of industries due