Posted by Missing Billi
‘Hum jaaha khade rahete hai, line vahi se shuru hoti hai’
With Vritti new innovative tool of Suddha Desi Mass Communication, many Fast Moving Consumer Goods (FMCG) companies have shown their interest in investing in this new type of media where only a specifically calculated number of villages are targeted. Out of the total 6 Lac villages in India, merely 10,000 villages round up as the new ‘Creamy Layer’ for these FMCG cos. Companies like Hindustan Unilever (HUL) and Godrej Consumer Products (GCPL) are now targeting this new ‘Creamy Layer’ to extract growth by offering them the premium products. Scenarios are being re-experimented on the Creamy Layer of villages just like the now fully grown towns had been experimented.
Our first question is that, why have the FMCG companies turned their eyes to the Creamy Layer of villages? Well, there could only be one strong reason, and that is GROWTH. But our next question is an imperative one, how do you think can the FMCG companies market their premium products to the Creamy Layer of villages? There are numerous options they could opt from, but with the Modi sarkar campaign turned successful using Suddha Desi auzar, it is obvious that the best entry they could get is by using this tool which is purely Indian. Here we say purely Indian because after several considerations it was concluded that Indians as a whole, hear you only when you yell and also yell when they have to tell. Hence Suddha Desi mass communication tool is created keeping the ‘Indian Aspects’ in mind, which will add up as a factor towards sales. The bored commoner who waits at the bus station has to by default hear to the infotaining news from the announcement speaker because he has to keep up on the schedule for the buses and cannot afford to be inattentive to the announcements.
The metro cities which were once called as the creamy layer have now grown fully, so naturally the next creamy layer i.e. target audience would be found in this 10,000 villages, which gross up to 50% of the total rural GDP in India, and these villages only total upto 2% of all the villages in India yet contribute so much to the economy. Vritti’s new auzar is one of many rays of hope for the FMCGs to market their products in these villages, subsequently improving the village lifestyle.
