Rural Marketing in India and what’s at stake !

• The Fast Moving Consumer Goods (FMCG) sector in rural and semi- urban India is estimated to cross US$ 100 billion by 2025

• The rural FMCG market is anticipated to expand at a CAGR of 17.41 per cent to US$ 100 billion during 2009–25

• Rural FMCG market accounts for 40 per cent of the overall FMCG market in India, in revenue terms

• Amongst the leading retailers, Dabur generates over 40-45 per cent of its domestic revenue from rural sales. HUL rural revenue accounts for 45 per cent of its overall sales while other companies earn 30- 35 per cent of their revenues from rural areas Given the industry size, what are the biggest questions that need to be answered for a successful marketing strategy in rural India


Utilization of technology and social media channels to reach the rural audience – Identifying and engaging influencers – Education to create need about the product / category – Entice customer to focus on value for money rather than be purely price sensitive – and so on. The growth of a particular market will also change based on the product categories and types. Digital products grow than Physical products due to ease of distribution. Interesting times ahead !

Advit Sahdev

Advit Sahdev

Advit Sahdev is a pioneer in Digital Marketing who jumped into the field of Marketing after a 10 year career with companies like Intel and Infosys and brand customers like Unilever and P&G.

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