Author name: VrittiMedia

Several game plans are suggested by the experts when we ask about the best way of getting success in the enormous rural market in India, and everybody has a different story to tell. However, everyone agrees to the fact that developing an effective distribution channel is one of the key elements of success. Failure in achieving it would be a major inhibiting factor for business growth. Whether it is a consumer product, food product, or electronic item; it should reach to the right people at right time. Thus, effective distribution network, fast and swift modes of transportation and good warehousing facilities are extremely important. What could be the best means of reaching the masses? Many companies have done exceptionally well in the niche of reaching the rural markets and consumers. They developed fast and economic models to reach as many people as possible. Other than meticulous planning and flawless implementation, they developed smart ways of doing the things. Experts say that it is possible to take the performance to further high by doing something exclusive and unique. It is certainly a new perspective towards rural marketing. (i) Is it possible to use the public distribution system which already exists? Since thousands of fair price shops and millions of people depend on it for the supplies of food grains, kerosene, and sugar, the system is fairly efficient and accurate. Using the same infrastructure for marketing the products in the rural areas would be cost-effective and accurate. Of course, it will be a chargeable service. However, the accuracy and dependability will make it the preferred service. (ii) Use of rural cooperative societies: Almost every village in India has some or other cooperative society. Marketing experts say that these societies can play a pivotal role in making a product or service hit. They can be instrumental in distribution on a chargeable basis. Since the societies would earn handsome money, they will do it enthusiastically. (iii) Using social and religious events for product marketing: In the recent years, marketing experts have realized the huge potential of events that take place in the rural areas. Mela, Urs or other religious events showcase the product or services to a large audience. The cost of product promotion is quite reasonable, and the results are superb. As the products are displayed in the local event, people associate to it pretty well. These groundbreaking perspectives have a great potential to change the rural marketing.

Well, it is not appropriate to call India an underdeveloped economy anymore. The country is shining brightly with a tremendous growth record in the last decade. It should be better called a rapidly developing economy. However, the country faces a setback because of a clear-cut difference between the India and the Bharat, i.e. the urban and rural India. There are huge differences in terms of lifestyle, facilities and infrastructure. The government is trying hard to bridge the gap between the two. It is the reason; marketing gurus in India altogether different marketing strategies to lure the rural market which has immense potential. A company cant flourish by relying on the already saturated urban market. There is a fierce competition, and it needs a great struggle to achieve a marginal increase in the market share. Rural market, on the other hand, is still unexplored. Hence, there is always a possibility of high returns on investment. Its a different ball game Experts admit that the rural marketing in a country like India is a different ball game. Only those companies who understood the pulse of rural market could make wonders in the niche. Companies such as Vritti iMedia have got the grip on the rural mentality, and it is the reason behind their overwhelming success. (i) While in the urban market, it is important to highlight aspects that differentiate your product from others; in the rural market you should connect the product to the daily life of people. The more they feel associated with the product, higher is the pull. (ii) Use of marketing channels that are close to the heart of rural people, create the maximum impact. They feel that the product is designed to fulfill their expectation, and it is not a product for classes. The overwhelming response received for marketing campaigns done at Kumbh Mela, or Audiowala Bus Stand substantiates the fact. (iii) Product price is a distinguishing factor in rural marketing. Even if it is a lifestyle product, it is critically important to keep the price band low. In a country like India where the gap between rural and urban market is distinguishable, cost of the product makes a big difference. (iv) Timings also play a vital role in rural marketing, especially in underdeveloped countries. Since the rural population is largely dependent on crops, it is important to market lifestyle products immediately after the harvest season.