Financial Daily from THE HINDU group of publications
Tuesday, Sep 13, 2005
Financial Daily from THE HINDU group of publications Tuesday, Sep 13, 2005 |
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Marketing
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Rural Marketing Bulk of rural populace in 31% of villages Sudhanshu Ranade
Chennai , Sept. 12 MARKETING professionals often complain that the undeniably large rural market is terribly fragmented, due to the dispersal of the population over a large number of villages. Much less is heard about the actual distribution of the rural population. As a matter of fact, according to the 1991 Census (see accompanying table) 66 per cent of the rural population is accounted for by just 31 per cent of the villages. That translates into about 550 million people clustered into 186,000 villages, after adjusting for growth between 1991 and 2005; the average population for these villages being 3,000. Together these villages consume Rs 370,818 crore worth of goods each year, of which about half is spent on non-food items. That is about 1 crore worth of non-food items per village per year.
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