“NEW PERSPECTIVES ON RURAL MARKETING IN INDIA “

Paper presented by

D.V.Patel

Paper presented to International Conference Titled “Managing Change in Business &

Economy” on 06–07, April, 2013 at Pacific University, Udaipur, Rajasthan (India).

Author is Research Scholar and Faculty members at Faculty of Business Administration,

DHARMSINH DESAI UNIVERSITY , Nadiad–387 001, Kheda District, Gujarat State,
India.

RURAL MARKETING
India is an agro-based economy and the growth of most of the other sectors of economy is
driver by rural demand. The urban customers, who have been exposed to the marvels of
modern technology, have reached a higher levels of development which has taken the market
to a higher degree of sophistication that has shaped their choice and preferences of goods,
services and technology. There is intense competition which the urban marketers face to
maintain their existence. The intense competitions these urban marketers face escalate the
cost of participation. They face acute problems in urban markets like low market share, brand
polygamy by customers, competition from private labels. Many such companies undertake
over segmentation of the urban market, making themselves a niche player only to under
utilize their actual potential or resort to line and brand extension with minor differentiations.
Adopting an inclusive approach to marketing is the need of the hour.
C.K. Prahlad in his book ‘The Fortune at the Bottom of the Pyramid’, speaks about the need
for companies to design and develop innovative products and services which help the poor
proper by partnering and engaging with them. He goes on to say that society is made up of
both urban and rural consumers. Neglecting rural markets is equivalent to neglecting the
society which is one of the stakeholders for the firm. Some of the innovative ideas from the
rural consumers or the idea generated to cater to rural markets can be used to compete more
effectively even in urban markets. The rural need of small units of any product (due to low
effective demand) can be packaging innovation for urban markets. The sale of shampoos in

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small sachets is a classic example in this context. So, addressing this segment is a win-win
partnership for both – companies and people.
DEFINING RURAL MARKETING
The Indian rural market with its vast size and demand base offers great opportunities to
marketers. The term ‘rural marketing’ has been used widely in both academic and corporate
worlds. Business organizations have incorporated the word into their marketing rhetoric.
Marketing has a widely accepted definition (Keefe 2004; Kotler 2000). However, the
meaning and definition of rural marketing is not clear. The confusion over ‘What is rural
marketing after all?’ is a direct outcome of the prevailing desagreement over the meaning of
the term ‘rural’. What do we mean by rural? The term ‘rural’ has various meanings and
connotations (Table 1).
Table 1: Classification of the literatures based on their conceptualization of rural
Conceptualization of Rural Users Criteria Used
Census variables RBI Population up to 10,000
NABARD Population up to 10,000
Planning-Commission Population up to 15,000
LG-Electronics All the areas other than seven
metros
Urban-Rural dichotomy Jha (1988) Occupation, Environment,
Density of population,
Heterogeneity and homogeneity
of the population, Social
differentiation and
Stratification, Mobility and
System of interactions
As, per the above definitions given by the literature of ‘rural’ the census variables are the
most popular way of defining rural, and much of the literature implies that marketing to the
people living in these areas consist of rural marketing.The census of India provides a negative
difinition of ‘rural’ as something, which is not urban. And ‘urban’ is defined as all the places
with municipality, corporation, cantonment, notified town area, or all other places satisfying
the criteria such as, minimum population of 5,000, at least 75 per centof the male working
force is non-agriculatural pursuit andn population density of 400 per square kilometer (as in
Kashyap and Raut 2006).
Table 2: Phases in rural marketing

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 Phase One (Pre 1960’S) Phase Two (1960’S To 1990’S Phase Three (1990’S and
Present
 Marketing Rural Products in  Green Revolution.  Demand for Consumbles
Rural Areas and Urban Areas.  Companies like Mahindra & and durables rise.
 Agriculture inputs in rural areas. Mahinda, Sri Ram Fertilisers  Companies find urban
 Agriculture Marketing and IFFCO Emerge. markets declining.
 Farming methods primitive and  Rural Products were also
mechanisation was low. marketed through agencies like
 Markets unorganised. KVIC.
Source: Kashyap and Raut 2006.
RICH OPPORTUNITIES FOR MARKETERS IN RURAL MARKETERS
The rural markets offer a huge potential to the business houses because of following resasons:
 Around the world, over four billion people survive in rural areas that are more than 60
percent of the total population. About 285 million live in urban India whereas 742
million reside in rural areas, constituting 72% of India’s population resides in its
6,27,000 villages.
 According to the National Council of Applied Economic Research (NCAER), with
about 74 percent of its population living in its villages, India has perhaps the largest
potential rural market in the world. It has as many as 47,000 haats (Kashyap, 1998),
compared to 35,000 supermarkets in the US.
 According to a study conducted in 2001 by the National Council for Applied
Economic Research (NCAER), there were as many “middle income and above”
households in rural areas as there were in rural areas. The number of middle income
and high income households in rural Indian is expected to grow from 46 million to 59
million.
 About 40 percent of the graduates coming out of Indian Universities are from rural
areas. As they are eager to earn more and live better, their aspirations are similar to
those of the urban youth.
 Infrastructure is improving rapidly – In 50 years only, 40% villages have been
connected by road, in next 10 years another 30% would be connected. More than 90%
villages are electrified, though only 44% rural homes have electric connections. Rural
telephone density has gone up by 300% in the last 10 years; every 1000+ population
is connected by STD. Social indicators have improved a lot between 1981 and 2001 –
Number of “pucca” houses doubled from 22% to 41% and “kuccha” houses halved
(41% to 23%). Percentage of BPL families declined from 46% to 27%. Rural literacy

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 level improved from 36% to 59%. Low penetration rates in rural areas, so there are
many marketing opportunities.
Table 3: Estimated annual size of the rural market
FMCG Rs. 65,000 Crore
Durables Rs. 5,000 Crore
Agri-Inputs (including tractors) Rs. 45,000 Crore
2 / 4 Wheelers Rs. 8,000 Crore
Source: NCAER Report, 2011

Table 4: Comparison of usage B/W urban and rural areas

Items Urban Rural Total (% of Rural HH)
Durables
CTV 30.4 4.8 12.1
Refrigerator 33.5 3.5 12
FMCGs
Shampoo 66.3 35.2 44.2
Toothpaste 82.2 44.9 55.6
Source: NCAER Report, 2011
Table 5: Rural markets infrastructure
Post Officer 1,38,000
Haats (periodic markets) 42,000
Melas (exhibitioins) 25,000
Mandis (agri markets) 7,000
Public Distribution Shops 3,80,000
Bank Branches 32,000
Source: NCAER Report, 2011.
It is predicated by industry analysts that by 2009-10, the urban households are
projected to grow by four percent while rural households are expected to grow by 11 percent.
If the rural income rises by one percent, then the buying power would correspondingly
increase by about Rs. 10,000 crore. The colour televisions, refrigerators, air-conditioners and
microwaves have become a household sight in villages and small townships that was earlier
thought of as a luxury and domain of urbanites. According to the Technopak study, rural
demand for fast moving consumer goods (FMCG), pharma, auto and consumer durables
industries is estimated to match sales generated in urban areas soon. While durables market
shrunk in urban, rural market is seeing a 15 percent growth rate.
A SWOT analysis matrix has been developed to interpret the propects and problems of rural
markets. SWOT analysis matrix contains Strengths, Weaknesses, and Opportunities as per
table 6.
Table 6: SWOT analysis matrix of Indian rural markets
Strengths (S) Weakness (W) Opportunities
 Large Indian Rural  Lack of good Infrastructure  Large population

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 Population  Lack of physical  Rising prosperity
 Good Government distribution networks Growht in consumption
Support  Low consumption levels  Life-style changes
 Availability of Product,  Less Research and  Increasing
Raw Materials Development on rural infrastructure facilities
markets  Market growth rates
higher than urban
 Rural market is not
expensive
 Remoteness is no
longer a problem

PROBLEMS AND CHALLENGES FACED BY MARKETERS IN RURAL MARKETING

The major problems faced are:
 Underdeveloped people and markets
The number of people below poverty line has not decreased in any appreciable
manner. Thus underdeveloped people and consequently underdeveloped market by
and large characterize the rural markets. Vast majorities of the rural people are tradition
bound, fatalistic and believe in old customs, traditions, habits, taboos and practices.
 Lack of suitable physical communication facilities
Nearly fifty percent of the villages in the country do not have all weather roads.
Physical communication of these villages is highly expensive. Even today most
villages in the eastern parts of the country are inaccessible during the monsoon.
 Many languages and dialects
The number of languages and dialects vary widely from state to state, region to region
and probably from district to district. The messages have to be delivered in the local
languages and dialects. Even though the number of recognized languages are only 16,
the dialects are estimated to be around 850.
 Dispersed market
Rural areas are scattered and it is next to impossible to ensure the availability of a
brand all over the country. Seven Indian states account for 76% of the country's
rural retail outlets, the total number of which is placed at around 3.7 million.
Advertising in such a highly heterogeneous market, which is widely spread, is
very expensive.
 Low per capita income

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 Even though about 33-35% of gross domestic product is generated in the rural
areas it is shared by 74% of the population. Purchasing power reduces due to low per
capital income found in the rural areas as compared to the urban region and hence
consumers are extremely price sensitive. Hence, the per capita incomes are low
compared to the urban areas.
 Low levels of literacy
The literacy rate is low in rural areas as compared to urban areas. This again leads
to problem of communication for promotion purposes. Print medium becomes
ineffective and to an extent irrelevant in rural areas since its reach is poor and so is
the level of literacy.
 Traditional Outlook
The rural customer has a very traditional approach, with old customs and values
which as not changed over the time. These customs and values play a vital role in his
buying behavior
 Prevalence of spurious brands and seasonal demand
For any branded product there are a multitude of 'local variants', which are heaper,
and, therefore, more desirable to villagers.
 Different way of thinking
There is a vast difference in the lifestyles of the people. The kind of choices of
rands that an urban customer enjoys is different from the choices available to the
rural customer. The rural customer usually has 2 or 3 brands to choose from
whereas the urban one has multiple choices. The difference is also in the way of
thinking. The rural customer has a fairly simple thinking as compared to the urban
counterpart.
 Problems related to distribution and channel management Lack of proper roads,
warehouses, communication systems, financial facilities makes it very difficult for the
marketer to physically distribute the goods.
The journey of marketers to the rural markets has indeed been one of surmounting one hurdle
after another; these include the 4 As - Availability, Affordability, and Acceptance &
Awareness - adopting themselves to the rural atmosphere marketers. Traditionally companies
were using 4As framework i.e., Affordability, Acceptability, Accessibility, Awareness to
approach rural markets. These approaches are discussed in brief below:

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Availability/Accessibility: The first challenge the companies feel is to make ensure
availability of the product or services to rural consumers. The poor state of roads is even
making this challenge more bad. To service remote villages, stockiest use auto rickshaws,
bullock-carts and even boats in the Kerala. Coca-Cola, which considers rural India as future
growth driver, has evolved a hub and spoke distribution model to reach villages. LP
Electronics has set up 45 area offices and 59 rural/remote area offices. The main focus is to
make the product reach the rural consumer.
Affordability: The second challenge faced by the marketers is to ensure affordability of the
product or services among rural consumers. They have to consider the purchasing power of
the rural consumer. Many companies have addressed this problem by introducing small unit
packs. Godrej, companies have recently introduced three brands of Chinthol, Fair Glow and
Godrej in 50-gm packs, priced at Rs 4-5 meant specially for Madhya Pradesh, Bihar and
Uttar Pradesh. Hindustan Lever, among the first MNC’s to realize the potential of rural
market, by launching its largest selling soap brand, Lifebuoy at Rs 2 for 50 gm. Coca-Cola
has addressed the affordability issue by introducing the returnable 200-ml glass bottle priced
at Rs5.This strategy aims at development of new product innovative developments.
Acceptability: The third challenge is to gain acceptability for the product or service. With
large parts of rural India is accessible to conventional advertising media-only 41 percent has
access to TV- this poor communication systems are making acceptability of product and
services more challenging. Even now consumption of branded products is treated as a special
treat of luxury. For this the markets has to create knowledge about the existence of product
and services among the rural consumers. Their objective is to educate , motivate and making
the value proposition to rural consumers and creating brand loyalty among them.
Awareness: This strategy focuses on the creation of knowledge about the existence of product
through more emphasis given to communication, word of mouth influence and persuasion.
Several broadcast and print communication media can be used by the marketers like radio’s,
TV, cinema, banners, posters. Various companies are using vans and road shows to reach
rural consumer. Philips India uses wall writing and radio advertising to drive its growth in
rural areas. LG electronics uses vans and road shows to reach rural consumers.
The need for a Holistic Framework to target Rural Markets
Rural markets of India can be approached only through an integrated approach of availability
(of products), awareness (education about the benefits) and empowerment of rural consumers
(by inviting them to be a part of the value creation process). Rural consumers not only
consume a major portion of the products and services designed for urban markets but are a
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very vital source of ideas for innovation. Innovation is a key to rural marketing and those
companies who manage to connect on a personal basis with villages and give them
customized and innovative products will win. While the 4 As Framework is from the
consumer’s viewpoint, the new 3P approach gives a holistic and inclusive approach to Rural
Marketing in emerging economies of India. It will provide a improved framework in Indian
context
The 3P Framework of Rural Marketing has three components:
1. The Push Marketing
2. The Pull Marketing
3. The Pull up Marketing.
1. The Push marketing mainly aims at market penetration. Products sold in urban markets
are made available to rural consumers without any alteration. Longer, multiple and hybrid
channels are adopted to reach the rural markets. Under this approach, though product is
same across the country, the type and mix of channels vary from region to region. Push
approach also involve partnering with many partners (Both for technology and logistics)
to reach the remotest part of the country. Most of the firms adopt this approach to rural
marketing. Push Marketing use marketing channels as the focal approach to target rural
consumers-to access them and address their needs with the existing products of the firm.
The product availability at the Rural Retail Outlet (RRO) is ensured under this approach.
In Push Marketing, the marketer is leveraging the relationship and loyalty which rural
consumers have with their retailer. The sales promo schemes are mostly trade schemes to
attract channel members and to motivate them to carry company’s products and also to
get shelf space at RRO.

No Alteration

Urban Rural
Products Markets
Distribution Focus

Figure 1: The Push Approach to Rural Marketing

2. The Pull marketing mainly aims at communicating with the rural consumer and reduce
disconnect between what marketing firms offer and what rural consumers want. Language
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 advertisement, local opinion leaders and ambassadors are used to communicate with rural
consumers. Products sold in rural markets under this approach are not the same? The
products sold in urban markets are modified as per the preferences of rural consumers in
various regions. Majority of the modifications are at the packaging level (smaller packs).
Pull marketing use media, melas and heats as the focal approach to target rural consumers
– to attract, educate and make them brand loyal. The promotional effects aim at
motivating rural consumers to buy company’s brands from the feeder markets or small
towns where the company’s products are made available. Messages are designed keeping
in mind the rural psyche and unconventional media. The sales promo schemes are mostly
consumer schemes under Pull Marketing.
Pull Marketing is very crucial in Uttar Pradesh and Bihar as they have 11,147 and
10,184 uninhabited villages respectively (Census of India 1991). Gujarat and Rajasthan
are the most media dark states of India (IRS 2001 Round 2). The reach of media (TV +
Radio + Press + Cinema + Satellite) is 41.1 percent and 41.4 percent respectively. Non-
conventional media like Periodic markets. Melas, Wall paintings, Video-vans, Folk
media, Rural sports, Animal-parade will have to be used in the above states.

Altered

Urban Rural
Products Markets
Communication and
Customization Focus

Figure 2: The Push Approach to Rural Marketing

3. The Pull up marketing aims at co-creation and innovation which involves collaboration
with various organizations (both Govt. and NGOs) as well as close interaction with the
rural consumers to understand their needs better, to empower them (create a source of
livelihood) and also to capture their knowledge, wisdom and innovative ideas in the form
of green products. The local sourcing of raw materials and adoption of indigenous
technology are helped marketer to align CSR activities to its value chain. Empowerment
of rural consumers may be through microfinance, education, training, micro enterprise,
royalty for their ideas (traditional knowledge) etc. Pull up marketing use empowerment
(CSR) and Co-creation (DART) as the focal approach to target rural consumers.
Empowerment can also be done through assistance in sales and distribution, branding,
export and processing of rural produce. Eliminating the long chain of mediators by
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 providing logistics solutions which are efficient and by adopting transparent pricing
methods, the rural producers will receive better returns and the urban consumers will get
rural produce at reasonable rates, fast and on a regular basis.

Marketing Firm

Empowerment
Focus

Urban Markets Rural Markets

Collaboration with
local agencies and
bodies

Figure 3: The Pull up Approach to Rural Marketing

Key features of all the three approaches are given in table two (See Table 7). Given below is
the final framework consisting of The Push. The Pull and the Pull up. By combining the
economic and social objectives, the 3P Framework is a holistic framework for marketing
firms targeting of planning to target the rural markets of India.
Table 7: Key Features of Push, Pull and Pull up Marketing
Features Push Pull Marketing Pull Up Marketing
Marketing
Main approach Dispersion Market Product and Market
Development Development
Focal Approach Distribution Brand construction Co-creation and
empowerment
Philosophy Transaction Transaction Relationship governing
governing governing
Product Accessible at Accessible at feeder Locally formed and
accessibility arms length markets or small distributed/exported
towns
Main Channel and Melas, Haats, Local NGOs, Govt. agencies,
Partners/route Rural Retail artists Other firms operating in
Outlets the same market.
Communication Mostly to Mostly to Dialogue with distributors
distributors consumers and consumers.
Market research Urban Rural consumers to Rural consumers with
is done among consumers know their special special focus on innovative
needs/wants/tastes and nature friendly
and preferences. products co-creation.

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Before making rural consumer a part of the marketing firms value net, few challenges have to
be overcome. There are three challenges that a rural marketer must overcome. The first of
these is the challenge of reach-markets in rural India are small and scattered, making them
inaccessible, unviable, or both – The need for push approach.
Successful Companies in Rural Markets
Marketers need to understand the hurdles and constraints of rural India and then plan their
marketing strategies. Some companies have successfully tapped this market as mentioned
below:
HLL (now, HUL) initiatives in the rural India –Project Shakti, which is not only helping their
company attain some revenue but also helping the poor women of the village to attain some
money which is surely going to increase their purchasing power. Also this will increase their
brand loyalty as well as recognition in that area. It was a direct marketing exercise undertaken
to address the issue of awareness, attitudes and habits of rural consumers and increase the
penetration level of HLL products. It was the first and largest rural home to operation to have
ever been taken up by any company in India.
Titan Industries the country’s largest watch maker is all set to aggressively move the rural
consumers. Their ‘Sonata’, brand is aimed to both “satisfy and stimulate” rural demand. Titan
sees rural India is a market waiting for the marketer. Titan managers believe that the rural
market needs a completely different communication exercise to be effective.
Coca-Cola India doubled the number of outlets in rural areas from 80,000 in 2001 to 16,000
in 2003 which increased market penetration from 13 per cent to 25 per cent. It also tapped
local forms of entertainment like annual heats and fairs and made huge investments in
infrastructure for distribution and marketing. Result: the rural market accounts for 80 per cent
of new Coke drinkers and 30 per cent of its volumes.
ICICI Bank has formuated a comprehensive channel strategy for rural markets with multiple
channels catering to all segments of the rural population. This involves setting up an ICICI
Bank touch point with in ten kilometers from any customer, using a combination of branch
and non-branch channels. Hybrid low cost distribution network is estabilished by partnering
with corporate, micro-finance institutions, franchisees and rural marketing agents, setting up
branches at strategic locations and leveraging the distribution network of other banks. The
Bank is using technology to tie- in all the channels and products to reduce costs. The number
of rural internet kiosks was increaed to about 4,300 in March 31, 2006 from about 2,000 in
March 31, 2005. The total number of partner micro finance institutions / non-government
organization was scaled to 102 (March 2006) from 45 (March 2005). This has lead to an
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outreach of about 3.2 million low-income clients with an outstanding asset of Rs. 23.5 billion.
To make technology more user friendly for rural consumers and to implement inclusive
banking. ICICI bank is planning to introduce biometric ATMs. Using thumbprint and voice
guidance in ATMs reduces literacy requirements to a considerable extend. Thus, establishing
the identity of a rural depositor through biometrics makes it possible for lilliterate or barely
literate consumers to become part of the banking user community.
Corporation Bank has taken technology to rural areas by introducing RFID/Smart Card
based authentication devices that are operated by the business correspondents (BCs) at
identified villages. The BCs serve as literal extension counters of the bank at these villages by
providing basic banking services to people in rural areas. The bank also tied-up with a
leading technology vendor for provding standardized infrastructure to banks. This helps
identify the customer and to establish credit worthiness profiles. Using this information banks
can take financial and non-financial products and services to the rural areas.
ITC’s e-Choupal initative the single-targest information technology-based intervfention by a
corporate entity in rural India. Transforming the Indian farmer into a progressive knowledge-
seeking netizen. Enriching the farmer with knowledge; elevating him to a new order of
empoerment. E-Choupal delivers real-time information and customized knowledge to
improve the farmer’s decision-making ability, thereby better quality, productivity and
improved price discovery. The model helps aggregate demand in the nature of a virtual
producer’s co-operative, in the process facilitating access to higher quality farm inputs at
lower costs for the farmer. The e-Choupal initiative also creates a direct marketing channel,
eliminating wasteful intermediation and multiple handing, thus reducing transaction costs and
making logistics efficient. The e-Choupal project is already benefiting over 3.5 million
farmers. By 2012, the e-Choupal network will cover over 100,000 villages, representing 1/6 th
of rural India, and create more than 10 million e-farmers. Given the low levels of literacy in
the rural sector, the role of the Choupal Sanchalak, the lead farmer of the village, in
facilitating physical interface between the computer terminal and the farmers is central of
project e-Choupal.
Hindustan Unilever’s Project Shakti Shakti is HUL’s rural initative, which targets small
villages with population of less than 2000 people or less. It seeks to empower underprivileged
rural women by provding income-generating opportunities, health and hygiene education
through the Shakti Vani progamme, and creating access to relevant information through the
Shakti community portal. Started in 2001, Shakti has already been extended to about 80,000
villages in 15 states – Andhra Pradesh, Karnetaka, Tamilnadu, Maharashtra, Gujarat, Madhya
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Pradesh, Chattisgarh, Uttar Pradesh, Rajasthan, Punjab, Haryana, West Bengal, Orissa, Bihar
and Jharkhand. The respective state governments and several NGO’s are actively involved in
the initative. Shakti already has about 25,000 women entrepreneurs in its food. A typical
Shakti entrepreneur earns a sustainable income of about Rs. 700 Rs. 1,000 per month, which
is double their average household income. In addition, it involves health and hygiene
programmes, which help to improve the standard of living of the rural community. Shakti’s
ambit already covers about 15 million rural populations. Plans are also being drawn up to
bring nin partners involved in agriculture, health, insurance and education to catalyze overall
rural development.
CONCLUSION
These issues gain added complexity under globalization, where markets are characterized by
extreme competition and volatility. While rural products has been perceived traditionally as
catering to the local market, or at best, to a wider national market through limited formal
channels, the reality of globalization since the 1990s introduced a new dimension to the
market for such products. The issue of rural product generation through industrialization,
therefore, needs to be viewed from a new angle and on far more scientific lines. The core of a
scientific approach is to understand the market opportunities for rural products along with the
country's development priorities and to chalk out a strategy where rural industries have an
important role to play. While rural products are forced to increasingly become part of global
supply chains, these products need to adapt themselves, not only according to the changing
tastes of the national market, but also according to changes in tastes in the international
market. Therefore, a process is essential to explore the market linkages and capacity building
for SHGs through a bottom up approach and continuous dialogue with stakeholders of rural
enterprise. This process should ensure the participation of rural people as consumers and
producers in the globalization mechanism, with better livelihoods and global access to
markets. The real challenge of building a sustainable market linkage starts here. Thus,
looking at the challenges and the opportunities, which rural markets offer to the marketers, it
can be said that the future is very promising for those who can understand the dynamics of
rural markets and exploit them to their best advantage. A radical change in attitudes of
marketers towards the vibrant and burgeoning rural markets is called for, so they can
successfully impress on the 230 million rural consumers spread over approximately six
hundred thousand villages in rural India.
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