Top Story


Home >> Marketing >> Article

Rural consumer is not a poor urban consumer

Font Size   16
Rural consumer is not a poor urban consumer

Media and communication evolution is bringing about a lot of changes in rural markets. Technological advancements such as mobile phones and DTH connectivity have made a huge impact. It has thus become imperative for marketers to focus on understanding the different needs of the rural consumer and extracting the full potential of rural marketing, said Manisha Lath Gupta, CMO, Axis Bank.

She cited an example of a product such as toothpaste. A toothpaste brand that works for the urban consumer will not work for the rural consumers if marketed as defense against cavities, as rural consumers will not relate to it. “The rural market is still a “spill-over” category and marketers need to start innovating in the rural market rather than just working on price-points and packaging,” said Gupta.

Rural areas have poor sewage and garbage collection. Marketers should serve rural consumers by focusing on the before mentioned areas. By understanding the consumer’s livelihood and their way of living, marketing can be done in a sustainable way, Gupta observed.

Siva Nagrajan, MD, Mother Dairy, stated that rural India held a big opportunity for marketers. It is extremely important for marketers to understand the rural mindset, their income and spending patterns, penetration of various products in the market and most importantly, give value to the producer.

He said, “For brands to set up a strong base in a rural market, it is essential to realise that the rural consumer is not a poor urban consumer. Marketers should not solely rely on price-led innovations but focus on offering product value. Marketers need to have an interdependent eco-system, which involves players such as the government, NGOs, banks, and so on.”

Manisha Lath Gupta and Siva Nagrajan were speakers at AIMA’s second annual World Marketing Congress, held in New Delhi on March 2-3. The theme for this year’s congress was Exploding Marketing (Power).

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

For their latest campaign ‘Peeoge toh Janoge’ (English translation: you’ll buy it if you taste it), Wagh Bakri and DDB Mudra gave Sakshi a new, rustic avatar.

Dabbawalas send some extra love along with dabbas to working professional across Mumbai

The Diamond Producers Association brings to life another rare moment as part of the ‘Real is Rare. Real is a Diamond' Campaign