Business Daily from THE HINDU group of publications
Wednesday, Jan 30, 2008
ePaper | Mobile/PDA Version
Business Daily from THE HINDU group of publications Wednesday, Jan 30, 2008 ePaper | Mobile/PDA Version |
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Marketing
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Rural Marketing Info-Tech - Telecommunications States - Tamil Nadu ‘Mobile revolution showing the way’ 
Mr A.V. Rajan, President, Rural Marketing Agencies Association of India, addressing Candhai, the marketing club of Thiagarajar School of Management. Our Correspondent Madurai, Jan. 29 The mobile revolution happening in India, symbolises the country’s transformation from an inward looking tentative nature to a confident and resurgent global economic power, said Mr R.V. Rajan, President, Rural Marketing Agencies Association of India, Chennai, here recently. Addressing a meeting of Candhai, the Marketing Club under the aegis of Business Line Club of Thiagarajar School of Management, on ‘Rural marketing – A Challenge and an Opportunity’ on the occasion of the launch of Gramotsavam 2008, he said mobile phone has brought a tremendous change to rural telephony and rural India, marginalising the middlemen and empowering women, strengthened by the formation of self-help groups. Access to information has vastly improved. Even at sea, fishermen in Kerala use the mobiles to keep track of rates for their catch in the market. It has helped in the explosive growth in connectivity. From a mere 80,000 in 1948, it has risen to 22.5 million in 2007. Every year, seven million subscribers are getting added. With the improvement in infrastructure and support from the Government, they have made tremendous inroads into rural India. Varied are its role, in that, the mobile phone helps to assess the market information, coordinate travel and transport, manage remote activities and increase the remunerative working days, he said. Speaking further, Mr Rajan said that the rural marketing scenario as a result, has also undergone a change. The rural consumer is better informed and price conscious. A rural middle class is emerging and needs to be separated from the rural poor. The communication strategies need to be focused and target specific. The logistics need to be carefully designed to be effective. The diversity in rural areas in different States must be comprehended. An in-depth analysis has to precede before a step is taken. More Stories on : Rural Marketing | Telecommunications | Tamil Nadu
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