Posted by Missing Billi
‘Jab sunnega India… tab hi toh baadega India’
Markets are made, not found. This is especially the case with our rural Indian market. When we compare the rural market to the urban market the imperative difference is not only the income but also the infrastructural and the socio-cultural factors. Looking at it from the Indian point of view, rural marketing has emerged as an important marketing discipline because India still is in the developing phase and 75% of the population lives in approx. 6 lakh villages in the rural India.
How is a rural market to be studied? Marketing in rural areas is no rocket science but has to be studied taking different factors into consideration. These factors may include mindset of the people, general awareness, affordability and acceptability. In this case, Vritti iMedia have studied the rural Indian market fully and thereupon initiated a tool for mass communication which suits for rural marketing as well. They call this tool as the Suddha Desi tool, which uses the announcement speakers at the bus stations to broadcast advertisements in the form of entertaining audio clips which educate, attract and entertain the awaiting passengers. This tool is made accounting several factors to consideration like the mindset of the people at the bus station, which is pretty much gullible; the gap of knowledge i.e. product awareness which is filled with the advertisements from the announcement speakers at the bus station.
Considering Vritti’s Suddha Desi tool as a tool made for rural marketing in India to educate and entertain the passengers at the bus station, we can conclude that rural marketing is no rocket science and is to be looked at just like any other market is.