CONSUMER METER. Nothing but the best will do

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.

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