Capturing Robust Market Potentiality of Rural-India

Author: Anil Kumar Yadav *, Preeti Singh

Abstract:
The real India lives in villages. While it is an emerging economic power, life remains largely rooted in its villages. There are nearly three fourth of the country's consumers residing in 6,38,365 villages, who provides a huge demand base and offers a great opportunity for all marketers, whether from Indian companies or MNCs. But poor infrastructure, lack of market information, scattered location, wide geographical area, multiple times of distribution channel, high distribution cost, poor economic position of consumers, lack of credit facilities, different socio-culture life style, lack of awareness, etc., creates hurdles. Now the LPG, IT revolution, improved infrastructure, electronic media, increased income and Indian Diaspora have entirely changed the scenario of rural marketing. The cases of ITC's 'e-Choupal' and HLL's project 'Shakti' etc. are examples of corporate efforts to capture the robust market potential of rural-India. Present paper deals with all such matters and issues necessary to conquer untapped robust consumption potentiality of 120 million household of the 'Rural India'.

Keywords:National Council of Applied Economic Research (NCAER), Fast Moving Consumer Goods (FMCG), National Rural Employment Guarantee Scheme (NREGS), Annual Status of Education Report (ASER), Kisan Credit Cards (KCC).

DOI:

International Journal of Trade & Commerce (Vol: 1 Issue:2)