The Hindu Business Line : Rural market needs dynamism, says CII study

Kolkata, Nov. 11 There has been a paradigm shift in the consumption trend in the rural areas with the focus shifting from price-driven to quality-driven products, according to a recent study on rural marketing by the Confederation of Indian Industry(CII).

The Indian rural market, with its vast size and demand base, offers a huge opportunity that companies cannot afford to ignore. India’s rural population consists of 12 per cent of the world’s population presenting a huge, untapped market. In 2008, the rural market witnessed a growth of about 25 per cent as compared with 7–10 per cent growth rate of the urban consumer retail market, the study said.

Dynamism in the market was, however, the need of the hour, the study reflected. “India’s rural market is already mature but needs more dynamism. Challenges in this domain exist in mechanisation, logistics, and basic infrastructure such as power, roads and water,” it added.

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