Marketing for Rural Markets in India
The ‘Go Rural’ mantra is the need of the hour for most of the companies to survive for a longer time in the competitive market scenario. For decades, MNCs have sold modified products in India, a process widely recognized as globalization. This strategy worked reasonably well with the more affluent urban consumers whose behavior is somewhat similar to Western consumers. With growing rural purchasing power and the three times larger population than urban, companies will need to develop appropriate products for this market. The globalization or minor modification will not work as rural consumers are very different. By 2020 it is expected that every village will be connected by an all weather road, every village will have internet connectivity, and almost every home will have electricity and possess a mobile phone.