India Interior

Nothing but the best will do

| Updated on January 20, 2018

Agreed that selling products in the hinterland does not need rocket science, but you undoubtedly have to be acquainted with the rural lifestyle.

A comprehensive blog on the rural marketing website charts out 13 strategies for corporates looking to make a mark in these markets.

Here are some of the crucial tips that have been shared:

Rural consumers hardly ever go for sub-standard or cheap products. They are high-value seekers and their aspirations are the same as those of urban consumers;

It’s better to take the help of an agency that has specialised in selling to the rural and remote instead of burning your fingers and funds;

You cannot presume strategies in the urban markets will work in the rural scenario. They have to be different;

Rural households are not known to be homogenous in consumption; members have individual brand likes and dislikes;

A bottoms-up approach works better, as has been proved by successful rural brands Ghari and Cavinkare;

Always launch after the harvest period and during festivals — that’s when buying peaks in the hinterland.

A few simple truths, but important to reach out to these markets.

And, finally, the blog gives its best advice: Do not take the rural market lightly and place under-performing managers. Instead, use your best talent for the best results.

Published on June 03, 2016

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