(pdf)

Journal on Management From the publishers of THE HINDU BUSINESS LINE

	Volume: 4 Issue: 2 July 2003
	Contents (pdf)
	Managing rural markets! A Rs 1,00,000-crore market beckons! That's approximately the size of the rural market for goods and services in India. Praxis, Business Line's journal on management, brings together a collection of essays and experiences of intrepid marketers who have successfully tapped this huge market. Read about new models of distribution, communication and connectivity and how the rural paradigm is being redefined.

	Theme: Why go rural? by Vinay Kamath	Revolution-in-waiting An overview of the market potential. by Pradeep Kashyap	HLL's rural Shakti On creating a new distribution paradigm. by Vinay Kamath
	The magic of connectivity Wiring up rural India. by P.G. Ponnapa	Case Study: The making of Chik On sachets and shampoo success. by C.K. Ranganathan	Enabling rural reach Communicating in the desi lingo. by R.V. Rajan
	Case Study: Mission e-choupal Leveraging the power of IT in villages. by S. Sivakumar	The brand-way to Real India On developing brands for courses. by Harish Bijoor	Case Study: How Mahindra MaXX-ed it The brand chemistry for rugged roads. by Rajesh Jejurikar
	Durables to doorsteps Why conventional distribution channels don't work by Francis Xavier S. & V. Swaminathan	Case Study: A matter of 'Prestige' Dealing with pressure, cooking and otherwise! by K.G. George	Consumer markets: At the crossroads The evolution, post-boom. by R.K. Shukla & S.D. Brahmankar

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