Rural Marketing: Future of India by Prof Surabhi SinghPosts by JSB
Rural market is filled with ample opportunities. Big companies have targeted the same with their unparalleled business models i.e. HUL with project Shakti, Colgate Palmolive with Operation Jagriti, Coca Cola with ‘Parivartan’ and so on.
With 68% literacy rate of Rural India the scenario of rural market is filled with challenges. The low rate of literacy rate is one of the causes which make the corporate to adopt the business models for communicating their product features. The rural market is aimed differently than the urban market. The literacy rate of Urban India is 85% but India as a whole with 74% literacy rate can not ignore the Rural area as far as development is concerned. Its pitiable condition when we talk of development but our rural India is sluggish especially Bihar and Uttar Pradesh. The rural markets of Haryana and Punjab are prosperous.
The Government projects like MNRGEA, IAY, SRY etc, NGO, SHG, Cooperatives all are making their unprecedented attempt to change the picture of Indian Rural Market. But how long? It is the time when we need to realise the potential of Rural India and enhance the image of our country.