Indian rural market (potentital or paradox)

Indian rural market (potentital or paradox)

• 1.
  It happens onlyin RuralIndia
• 2.
  “ A farmerwent to near by small town to book a rent cab to attend an auspicious occasion near by village ,finding no cab available for rent he instantly purchased Brand new Mahindra Bolero”
• 3.
  What is Rural……..? Is it a place where Cattles means more than communication ? ? ? ?
• 4.
  Cellular Storm With 26 mobile service provider in India with continuous growing pool of consumer in Rural India with major chunk of business from rural population and still growing.Satellite TV services Almost 10 satellite TV Provider ventured in rural India catering to their Needs of profiled consumer and still growing.
• 5.
  Common service centers( CSC ) One CSC equipped with Internet Telephony to service a cluster of 6 villages – 6,00,000 villages networked till date with more than 9000 CSC.Radio Channels Total of 171 AIR FM Transmitters and 248 Private FM Radio Stations are operational in the country majorly are operated in rural hinterland providing effective communication to the target Audiences.Community radio channels Total 68 community channels running in India which are operated in rural India .
• 6.
  What is Rural……..? Is it a group of consumer having low economic status and low disposable income
• 7.
  With 742 millionpeople, rural India is the largest potential market in the world estimated 1,25,000 croresFMCG – 53%Rs.65,000 croresConsumer DurablesRs.5,000 croresAgri-inputs Rs.45,000 crores2/4 wheelers Rs.8,000 croresThe increase in procurement (minimum support price) MSP has contributed to a rise in rural demand. Government schemes like NREGS [National Rural Employment Guarantee Scheme, which guarantees 100 days of employment to one member of every rural household] reduced rural underemployment and raised wages. Also, farmers benefited from loan waivers [introduced in the last Union Budget]. The increase in rural purchasing power is reflected in rural growth across a number of categories.
• 8.
  If a farmerin rural Part of Satara earns 1 rs, all of it is his to dispose off as he pleases. The same income in the hands of an urban person, who is possibly a tech worker, is actually not 100 rs of disposable income. It is most likely 67 paise; the rest goes as tax. The farm economy, with zero-tax on farm income, creates far more disposable income. Buying power in the hands of the rural rich is higher than the buying power of the urban richThe durables and automobile sectors contribute US$2.5 billion each, and agri-inputs (including tractors) about US$1 billion. Some 42 million rural households [use] banking services against 27 million urban households. There are 41 million Kisan credit cardholders [credit cards issued to farmers for purchase of agricultural goods] against some 22 million card users in urban marketsTotal income in rural India (about 43% of total national income) is expected to increase from around US$220 billion in 2004-2005 to US$425 billion by 2010-2011, a CAGR of 12%
• 9.
  Average Monthly PerCapita Consumer Expenditure (MPCE) in 2007-08 was Rs.772 in rural India and Rs.1472 in urban India at 2007-08 prices. About 65% of the rural population had MPCE lower than the national rural average. For urban India the corresponding proportion was 66%.The percentage of BPL ( Below Poverty Line )Have come down to 26% from 42%In 2007-08, around one-half of the Indian rural population belonged to households with MPCE less than Rs.649. In 2006-07corresponding level of MPCE for the rural population had been estimated as Rs.580.
• 10.
  2005INDIAN INCOME PYRAMIDForecasted 2015
• 11.
  What is Rural……..? Is it a hinterland where govt. still underestimate destitute condition of people ???
• 14.
  Rural Employment Scheme
• 15.
  Other programs
• 16.
  What is Rural……..? Is it a Market where Brands and corporate still suffocating???
• 17.
  Launched New Refrigrtorfor Rural and Semi urban market priced at 10,000BIJLIRange of TV’s with Devnagri script on display Priced at 12,000 SAMPOORNAFocusing on rural town with population less than 5000 with special economy model of color TV priced at 8000MAHASANGRAMRoad Show in semi urban & Rural with mid priced consumer durables to provide Touch & Feel experience SAPNO KA GHAR
• 18.
  Rural initiative targetedvillages population less than 2000, providing income generating opportunity through shaktivaniSHAKTIOPERATION Jagruti, a village consumer contact campaign was launched with the objective of massive rural penetration targeted at the non-users and infrequent users of dentifrices.Operation JAGRUTIAnti Loose Campaign and Temper proof Packaging in Smaller Variants ParachuteLow cost snacks & Beverages ASHA
• 19.
  Launched Coca Colain Rs 5 with tag line “ThandMatlab Coca Cola”Chota Coke US-based direct seller Amway Corporation, is looking to reverse its fortune with the launch of a range of low-priced fast moving consumer goods (FMCG) products aimed at rural tier II & III cities.Great Value ProductCavinKare launched an aggressivecampaign to educate people on how to use shampoo through live ‘touch and feel’ in Rural FolksChickA rural shopping mall where farmers can sell their commodities and everything including cosmetics, garments, electronics, appliances and even tractors. It serves as an agri-sourcing centers, shopping centers, and facilitation centersaE- Choupal
• 20.
  After securing itsfoothold in urban and semi-urban markets, it has launched a pan-India campaign — MeraSapnaMeriMaruti — to tap the vast potential of the rural market. MerasapnamerimarutiThe promotional scheme ‘GharGharkiPehchaan’ is aimed at taking highly accomplished product like Santro into the depth of rural India. GharGharkepehchanruns a panchayat scheme wherein it gives Rs 2,000 as incentive on every buy of a SparkPanchayat schemeHarGaonHarAngan seeks to build an ongoing relationship with millions of households in rural India through a network of 500 rural sales executivesHarGaonHarangan
• 21.
  Mahindra Samriddhi, aninitiative of Mahindra Farm Equipment, eyes having 600 Mahindra Samriddhi centres and five million farmers under its ambit by 2020.SamridhiTATA’s Rural Transport Vehicle for Rural and Semi Urban Landscape TATA ACE MAGICTitan Industries’ GoldPlus is designed for the jewellery preferences of the semi-urban and rural Indian customer.Gold Plus
• 22.
  A Rangeof Colour solution intended for the Rural Mass & Market UtsavCadbury has rolled out campaign “ Miss Palanpur “ eyeing to captured Rural Mass Market Miss Palampur campaignMet Suvidha (Rural) is a participating flexible Endowment Plan that combines savings and security to Rural Masses Met SuvidhaThe Kamdhenu campaign, a unique high-impact marketing and sales campaign through cattle loans to farmersKamdhenu campaign
• 23.
  Advance sales training for retail ascendance in rural areasASTRAinitiative to build a sustainable, profitable business that improves access to healthcare among the underserved millions in rural India by creating awareness, enhancing local availability, and designing appealing and affordable health solutionsArogyaparivarCampaign run rural part of north india , in which rural masses and key opinion leader are educated and aware about epilepsy Hume JitnaHainElder has launched its new division to reach deep pocket of the rural hinterland with separate team of sales force Elvista
• 24.
  Proliferation of largeformat rural retail storesTATA/Rallis KisanKendras
• 25.
  Escorts rural stores
• 26.
  DSCL Haryali stores
• 27.
  M & MShubhLabh stores
• 28.
  Warnabazaar, Maharashtra
• 29.
  ITC ChoupalSagar Thefuture lies with those companies who see the “poor” as their customers.CK Prahalad to Indian CEO's, Jan 2000.To get rich, sell to the “poor”.Pradeep Kashyap
• 30.
  GAURAV RAWAL [email protected]