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Literacy of women leading to growth of FMCG in Bihar

02-July-2012
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Literacy of women leading to growth of FMCG in Bihar

Giving the definition of a new Bihar, Satyjit Sen, CEO, ZenithOptimedia, said that if there is something to be bought, it is bought. Sen was speaking at Real India Conclave – an attempt by Jagran and exchange4media to bring to the forefront the huge opportunities that are waiting to be tapped in the emerging states of India. The first edition focused on the state of Bihar.

Sen started by sharing that today 15 per cent of his colleagues are from Bihar – small towns such as Sithamarhi.

He said that Bihar is a new mind map of advertisers, and all data is pointing towards that. Even IRS figures are pointing towards that. “Quality of sanitation is improving, quality of housing is improving, and quality of education is improving,” he said.

He said that average income level in Bihar, as per the last round of IRS, was up 63 per cent. Sen added that as per the World Bank Report, tourist arrivals in Bihar has gone up from 6.9 million in 2005 to more than 15 million in 2011.

There is increase in purchase power with surge in purchase of consumer durables, he said, adding that marketers are going to look at the market very seriously.

There has been a tremendous increase in literacy levels of women too in Bihar, Sen said. The increase in literacy levels of women is leading to growth in branded FMCG as well in the state, he added.

He said that media still needs to play an advisory role in the state. “Time spent on a newspaper in Bihar is more than any other part of the country, and an advertiser has an opportunity there,” Sen said.

He stated that penetration of internet has increased manifold in the state followed by satellite. Mobile subscriber base too has increased tremendously. In 2011, when the mobile subscriber base in the state stood at 53,541,241, today it stands at 63,481,021.

Media, according to Sen, in Bihar is worth Rs 500 crore, and growing at 10 per cent, “largely driven by local growth”.

He added that brands are exploring local media and marketers are doing enough experimentation in the state.

The first session of Real India Conclave took place on June 29, 2012 at Taj Mansingh, New Delhi.

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