Rural Marketing in India: Challenges and Opportunitiesirjcjournals.org/ijmssr/Aug2013/14.pdf · Rural Marketing in India: Challenges and Opportunities ... ITC and most FMCG companies

International Journal of Management and Social Sciences Research (IJMSSR) ISSN: 2319-4421 Volume 2, No. 8, August 2013

i-Xplore International Research Journal Consortium www.irjcjournals.org

93

Rural Marketing in India: Challenges and Opportunities

Pawan Kumar, Research Scholar, Department of Commerce, Kurukshetra University, Kurukshetra

Neha Dangi, Research Scholar, Department of Commerce, Kurukshetra University, Kurukshetra

ABSTRACT

In the recent years rural market have acquired

significance and attract the attention of marketers as

68.84% population of India reside in 6, 38,000 villages

and overall growth of economy has resulted into

substantial increase in the purchasing power of the rural

communities. Due to green revolution, the rural areas are

consuming a large quantity of industrial and

manufactured products. In this way rural market offers

opportunities in the form of large untapped market,

increase in disposable income, increase in literacy level

and large scope for penetration. To take the advantage of

these opportunities, a special marketing strategy ‘Rural

Marketing’ has emerged. This paper tries to understand

the rural market, importance of rural marketing and status

of rural market. The main aim of the study to observe the

potentiality of Indian rural markets and find out various

problems are being faced by rural marketer.

Keywords:

Rural Market, FMCG, Disposable Income, Rural

Consumers.

INTRODUCTION

Since the 1980‟s the mass rural market was used to attract

the marketers in Indian consumer market. The fact that

70% of country‟s population was unaddressed, which was

the major attraction for marketers. In recent time this

attraction has increased with the additional money that

comes into hands of rural consumers due to green

revolution, rise in Agri-produce prices and MNREGA

spending. Budget 2013 further strengthens the rural story

with MNREGA because there has been a substantial

increase in their spending. These initiatives shift the rural

consumers towards Brands. Rural market constitute an

important segment of overall economy, for example in

USA, 55 million people reside in rural areas (Kotni, 2012).

Government agencies like IRDA (Insurance Regulatory

and Development Authority) and NCAER (National

Council for Applied Economics Research) define rural as

a village with a population less than 5000 with 75% male

population engaged in agriculture, while Hindustan lever,

ITC and most FMCG companies define rural as any place

with a population below 20,000.

Rural marketing is promotion of a company‟s product in

the rural market by using strategies which differ from the

urban market. The rural market is more prices sensitive

but it has preference to quality. Rural marketing is

confused with agriculture marketing. The later denotes

marketing of produce of rural areas to the urban

consumers or industrial consumers while rural marketing

involves delivering manufactured or processed input or

services to rural consumers.

Phases in Rural Marketing

Part1 (before 1960’s)

It was completely an unorganized market where “baniyas

and mahajans” dominate the market. Rural marketing was

another word for agriculture marketing because,

agriculture produces like food grains and industries like

cotton, oil seeds, etc. occupied primary attention.

Part2 (1960 to 1990)

The greatest thing which happened in this period was

green revolution which led to farming involves scientific

and technological methods and many poor villages

become prosperous business centers. Rural marketing

meant “marketing of agriculture inputs” and “agriculture

marketing”. Agencies like khadi and village industries

commissions bloomed and government paid attention to

promote these products.

Part3 (after Mid 1990)

Since 1990, India‟s industrial sector had gain strength and

maturity. Its contribution to GNP increased substantially.

With support and development programs of center and

state government rural area progressed socially and

economically and emerges as a new market. Rural

marketing was considered different from agriculture

marketing. Rural marketing define as a function which

mange all those activities in assessing, stimulating and

converting the purchasing power of rural people into an

effective demand for specific products and services and to

create satisfaction and better standard of living for

achieving organization goals. Rural marketing in Indian

economy can be classified under two broad categories

these are: the market for consumer goods that comprise of

both durable and non-durable goods and market for

agriculture inputs that include fertilizers, pesticides, and

seeds and so on.



94

OBJECTIVES To study the present scenario of rural market in

India.

To identify the major opportunities available in the

rural market.

To study the major challenges faced by marketer in

rural market.

RESEARCH METHODOLOGY The present study is descriptive in nature. The data used is

secondary in nature and has been collected from various

websites and reputed journals.

Rural India has a population of 83.3 crore (Table: 1)

spread across 6, 38,000 villages. The rural urban

distribution ratio currently is 68.84% and 31.16%

respectively.

Table: 1 Share of rural in total population

2001(in crore) 2011(in crore) Difference(crore)

India 102.9 121.0 18.1

Rural 74.3 83 .3 9.0

Urban 28.6 37.7 9.1

Source: census of India 2011

The above table shows that the share of rural in the total

population of India. Rural population has been increased

by 9% from 2001 to 2011 and comprises of 833 million

people as compare to 377 million people in urban area

which shows greater opportunities for marketers.

What constitutes rural market?

The Census of India defines rural as habitation where

population density is less than 400 per sq. Km, and where

at least 75% of the male working population engaged in

agriculture, and where there is not any municipality or

board.

Planning Commission of India defines rural as a town

having population up to 15,000.

The difference between rural and urban consumers always

exists in India. Most of Indian rural consumers are

illiterate and poor. Illiteracy leads to inability to identify

brand differences and read basic text on packages.

Moreover products are sold lose, giving high competition

to branded sealed products. Irregular income, induce the

rural consumers to buy in small quantities. It is important

for rural marketers to provide products in small quantities

as well as good credit system for larger products.

Rural market status

The market scenario in the rural areas today is changing

very rapidly. Rural consumers demand branded products

mainly because of increase in disposable income and

literacy level. Rural families do not like to cut their

expenditure on weddings, pilgrimages, constructions and

consumptions. Rural consumers have more aspirations,

today this segment of buyers consumes large variety of

products, both durable and non-durables and willing to pay

right price for right products. Pardeep Kashyap, CEO,

MART, says “The rural India has cash in hand and is not

bound by EMIs or loans, with the majority of our

population based in tier III, tier IV cities and villages. It is

right time to penetrate into rural market.”

Rural share in stock of Consumer Goods

Table: 2 Rural share in stock of consumer goods

Stock 1995-96

(in’000)

Share in

percent

2001-02

(in’000)

Share in

percent

2009-10

(in’000)

Share in

percent

Cars/Jeeps 197 7.4 389 6.9 1876 9.3

Motorcycle 2210 45.8 6710 50.4 34724 55.4

Scooters 2496 25.2 4416 29.8 6125 32.0

Mopeds 2096 37.3 3930 42.2 7333 46.6

Automotive 6999 30.5 15445 35.9 50058 42.5

Television 21411 40.7 40605 47.6 63295 44.9

All Fans 37990 42.4 74673 49.3 157237 49.0

Other White goods 3337 13.5 7766 16.7 16730 16.7

Low cost items 226952 57.9 313892 58.7 521999 58.5

Source: The Great Indian Market, National Council of Applied Economic Research.



95

The above table shows that the rural share in stock of

consumer goods like car/jeeps, motorcycle, scooters,

moped, automotive, television, fans, other white goods and

low cost items. The rural share in automotive has

increased from 30.5% in 1995-96 to 35.9% in 2001-02 and

42.5% in 2009-10, cars/ jeeps from 7.4% in 1995-96 to 9.3

in 2009-10,motorcycle from 45.8% (1995-96) to 50.4

(2001-02) and 55.4 (2009-10), scooters from 25.2%

(1995-96) to 29.8% (2001-02) and 32.0 (2009-10), moped

from 37.3% (1995-96) to 46.6 (2009-10). Similarly, in

television it has registered an increase from 40.7% (1995-

96) to 44.9% (2009-10). Thus it is clear from the table that

the percentage of rural share in the stock of consumer

goods has been raising since 1995-96 to 2009-10.

Rural share in stock of consumer demands:

Table: 3 Rural share in stock of consumer demands

Demand 1995-96

(in ‘000)

Share in

percent

2001-02

(in ‘000)

Share in

percent

2009-10

(in ‘000)

Share in

percent

Cars/Jeeps 6 2.1 63 8.0 376 10.9

Motorcycle 359 47.3 1036 39.8 4045 48.3

Scooters 368 33.1 355 39.4 311 39.9

Mopeds 286 52.7 235 58.2 141 57.7

Automotive 1016 37.9 1689 36.0 4873 37.9

Television 4852 54.0 6400 54.5 7712 44.2

All Fans 7050 50.0 14627 56.9 32561 56.7

Other White

goods 819 23.8 1439 23.9 3120 23.7

Low cost

items 29228 58.1 45139 60.1 88607 61.3

Source: The Great India Market, National Council of Applied Economics Research

The table shows that the rural share in stock of consumer

demands. The rural share in demand for car/jeeps has

increased from 2.1% in 1995-96 to 8.0% in 2001-02 and

10.9% in 2009-10 and for motorcycle it has increased

from 47.3% in 1995-96 to 48.3% in 2009-10. Similarly,

the demand of fans, scooter, moped and low cost items has

also increased. Share of automotive remained same at

37.9%.

Rural share in demand for Consumables T

able: 4 Difference in rural urban demand (in thousands)

YEAR Two Wheelers Televisions

Other White

Goods

Low Cost

Goods

2001-02 Rural 1626 6400 1439 45139

Urban 2279 5334 4585 29971

2009-10 Rural 4497 7712 3122 88607

Urban 4896 9746 10028 55908


The above table shows that the rural demand for two

wheelers have increased from 1626 thousand in 2001-02

to 4497 thousand in 2009-10 which account 176% change

in rural demand for two wheelers while the urban demand

has increased by 114.8%. In case of television 6400

thousand TV sets were demanded in rural area in 2001-02,

while in urban area only 5334 thousand TV sets were

demanded. In 2009-10, 7712 thousand TV sets are

demanded in rural areas while in urban areas 9746

thousand TV sets are demanded. Rural demand for TV has

increased by 20.5% where as urban demand has increased

by 82.7% from 2001-02 to 2009-10. Similarly, in respect

of low cost goods rural demand increased by 96.2% while

urban demand registered a growth of 86.5%.



96

Rural Urban Demand Table: 5 Difference in the rural urban demand (consumable)

Items 2001-02

(figures in‟000)

2009-10

(figures in‟000)

Percentage Increase

(%)

Shampoos Urban

Rural

13.6

6.7

31.4

16.3

130.8

143.2

Edible Oil Urban

Rural

2328.0

4681.6

3986.5

666.2

71.24

42.3

Health Beverages Urban

Rural

96.5

37.0

223.4

88.9

131.5

140.2

Packaged Biscuits Urban

Rural

550.4

294.4

1091.0

521.6

98.2

77.1

Washing Cakes Urban

Rural

510.7

1351.7

616.5

2104.5

20.7

55.6

Toilet Soap Urban

Rural

335.9

469.4

464.2

657.7

38.1

40.1

Washing Powder Urban

Rural

847.1

1005.2

1485.4

1847.8

75.3

83.8


From the table we can see that percentage increase in

demand shampoos, health beverages, toilet shop, washing

cakes and washing powder is more in rural areas as

compare to urban area. While in edible oil and packed

biscuits increase in demand is more in urban area as

compare to rural area. Thus we can say that the

consumption of many items areas is increasing at a high

speed and higher than the growing demand in urban area.

What Rural India Buys? * Products more often (mostly weekly).

* Buys small packs, low unit price more important than

economy.

* Many brands are building strong rural presence without

much advertising support, like shampoos, detergent,

talcum powder and beauty cream, etc.

* Fewer brand choices in rural areas; number of FMCG

brands in rural areas is half of urban area.

* Buys value for money, not cheap products.

Importance of Rural Marketing Rural market is getting importance because of the

saturation of urban market. So the marketers are looking

for extending their product categories to an unexplored

market i.e. the rural market. According to the Nielson‟s

survey the rural market for FMCG (Rs. 65,000 crores),

durables (Rs. 5,000 crores) and clothing and footwear (Rs.

35,000 crores) was as large as Rs. 1, 05,000 crores in

2008. Certainly the size is much bigger now. According to

Nielson by 2025, the rural FMCG sale is estimated to be $

100 billion from the current $ 12 billion. This has also led

to the CSR activities being done by the corporate to help

the poor people attain some wealth to spend on their

product categories. Here, we can think of HLL initiatives

in the rural India. One of such product is project Shakti,

which is not only helping their company attain some

revenue but also helping the poor women of the village to

attain some wealth which is surely going to increase their

purchasing power.

Rural market is mystery for the companies. Due to lack of

dipper insights into the psyche of the rural consumers,

companies are hesitant to explore this territory. But local

brand like “Ghadi” detergent in Kanpur have been able

successfully tap the opportunities presented by rural

market.

Rural India offers sustainable sales and profit for growth.

Growth of rural market is possible due to green revolution

and white revolution, which results into substantial wealth

generation in rural area. In recent years, rural markets have

acquired significance in the country like China and India

as the overall growth of the economy has resulted into

substantial increase purchasing power of rural

communities. Due to green revolution in India,

consumption pattern of rural people are changed.

What Makes Rural Market Attractive? Rural market has following attributes and facts:

About 833 million people reside in rural area as

compared to 377 million people in urban area.

53% of all FMCGs and 59% of all consumer

durables are sold in the rural market.

Estimated annual size of rural market:-

FMCG Rs. 65,000 crores

Durables Rs. 5,000 crores

Agri-inputs and Tractors Rs. 45,000 crores

2/4 wheelers Rs. 8,000 crores



97

42 million rural households availing banking

services in comparison to urban households.

Indian rural market is almost twice as compared to

the entire market of USA and Russia.

46% of soft drinks sales come from rural areas.

49% of motorcycles sales come from rural areas.

Rural India accounts for 59% of cigarettes sales.

In 20 years, rural Indian market will be larger than

the total consumer markets in countries such as

South Korea and Canada and almost 4 times of the

size of today‟s urban market.

Close to 10% of Maruti Suzuki‟s sale come from

rural market.

50% of BSNL mobile connections in small towns/

villages.

Opportunities The rural market has been growing gradually over the past

few years and is now even bigger than the urban market.

The saving to income percentage in rural area is 30%

higher than urban area. At present 53% of all FMCGs and

59% of consumers durables are being sold in rural area.

Major opportunities available in rural market are as

follow:

Increase in Literacy Rate Literacy rate is increasing in rural areas. According to

census 2011 it stood at 68.9% (2001 census 58.7%).

Table: 6 Increase in literacy rate 2001 2011 Difference

Overall India 64.8 74.0 +9.2

Rural 58.7 68.9 +10.2

Urban 79.9 85.0 +5.1

Source: census of India 2011

There are more graduates in rural than in urban India. This

brings social and cultural changes in buying behavior of

the rural customers and more aware about national and

international brand. Due to increase in literacy rate they

get jobs in nearby towns. They earn urban salaries but

continue to live in self owned homes in the villages, they

have high purchasing power and prefer to buy branded

product.

Increasing in disposable income and

purchasing power Projects from private companies and the rural employment

initiatives by the Government like MNREGA (Mahatma

Gandhi National Rural Employment Guarantee Act)

schemes have given the rural population an opportunity to

meet their daily needs. Government decided to expand the

agriculture loan at lower rate of interest and distribute

million of Kisan Credit Cards, has given a boost to the

income level to the rural sector. According to advanced

estimates of national income released by center statistic

organization “The Per Capita income at current prices

during 2011-12 is estimated to be Rs. 60,972 compared to

Rs. 53,332 during 2010-11 showing a rise of 14.3%.

Companies have the opportunity to enter in this new

market and take the advantage of increased disposable

income.

Reduction of Risk during Recession: It has been observed that companies which cater both

urban and rural markets tackle the recession in the better

way. The demands for goods in the urban market often

follow a cyclic whereas in the rural market it is steady. So

companies can safeguard themselves from the harmful

effects of recession after entering in the rural market.

IT Penetration in Rural India Today‟s rural children and youth will grow up in an

environment where they have „information access‟ to

education opportunities, job opportunities, government

schemes, world wide news and mandi prices. Rural areas

offer a great potential for growth in internet usage with the

number of claimed internet users in these spaces to be

reached at 45million by Dec. 2012, according to the recent

IMRB survey, conducted jointly with internet and Mobile

Association of India (IMAI). The number of claimed

internet users has witnessed a compounded annual growth

rate of 73% since Dec. 2010. As the electronic ethos and

IT culture moves into rural India, the possibility of change

are becoming visible.

Infrastructure improving rapidly In 50 years only, 40% villages have been connected by

roads, in next 10 years another 30% would be connected.

Rural telephone density has gone up by 300% in the last

10 years. Government of India is planning its most

ambitious national program in Jan.2013 to facilitate

electricity through decentralized renewable energy

sources. The government aims to provide LED lights to

around 400million homes that do not have an electricity

connection by 2017. Rapid development of rural

infrastructure is also major attraction for marketers.



98

Marketers can make effective use of the large available infrastructure-

Post Offices 1,38,000

Haats (periodic markets) 42,000

Melas (exhibitions) 25,000

Mandis (agri markets) 7,000

Public Distribution Shops 3,80,000

Bank Branches 32,000

Increase Population and hence Increase in

Demand The rural market in India is vast and scattered and offers a

plethora of opportunities in comparison to the urban

sector. It covers the maximum population and regions and

thereby, the maximum number of consumers. More than

eighty percent of rural markets in India still do not have

access to any sort of organized marketing and distribution.

So there is a sea of opportunities for retailers to serve the

consumers in rural and semi urban India. CRISIL study

estimates that over 60% of India‟s population would be

residing in rural area in 2026.

Low Penetration Rate Penetration rate in rural India is very low.

Table: 7 Low rate of penetration Durables Urban Rural Total(%of rural HH)

CTV 30.4 4.8 12.1

Refrigerator 33.5 3.5 12.0

FMCGs Urban Rural Total(%of rural HH)

Shampoo 66.3 35.2 44.2

Toothpaste 82.2 44.9 55.6

Above table shows the rural and urban share in stock of

consumer durables like: color T.V and refrigerator and in

stock of FMCGs like shampoo and toothpaste. It is clear

from the table that 30.4% urban population have color T.V

and 33.5% have refrigerator on the other hand only 4.8%

rural population have color T.V and 3.5% have

refrigerator. Other table shows that 66.3 urban population

use shampoo and 82.2% use toothpaste, while 35.2% rural

population use shampoo and 44.9% use toothpaste. It is

clear that penetration rate in rural market is low as

compared to urban market; low penetration indicates the

existence of unsaturated markets, which are likely to

expand as the income level rise as well as awareness

increases. It provides an excellent opportunity for the

industry players in form of vastly untapped market.

Challenges The peculiarities of rural markets and rural consumers

pose challenges to marketers in reaching them effectively.

There are a large number of small villages which are not

easily accessible because of all weather roads. The main

challenges of rural marketing are discussed below:

Transportation problems Transportation is essential for movement of products from

urban production centers to remote villages. In rural India

transportation facilities are quite poor. Nearly 80

percentages of villages in the country are not connected by

well constructed roads. Many parts of India have kuccha

roads. Due to poor transportation facilities it is not

possible for a marketer to access the rural market.

Warehousing problems A storage function is necessary because there is a time gap

between production and consumption of commodities.

Agricultural commodities are produced seasonally but

they are demanded over the year so there is need to store

them. But in rural areas, there is lack of public as well as

private warehousing. Marketers face problems of storage

of their goods.

Underdeveloped people and underdeveloped

markets Rural society in India is underdeveloped. Modern

technology has tried to develop the people and markets in

rural areas. But the technology has made very less impact

in rural areas.

Inadequate media coverage Media have lots of problem in rural areas. Television is a

good source to communicate the message to rural people.

But due to non availability of power as well as television

sets, majority of rural population cannot get the benefits of

various media.



99

Many languages India is a country of many languages. Language becomes

barrier in effective communication in the market efforts.

The number of languages vary from state to state, region

to region and district to district, etc.

Low level of literacy The literacy rate is low in rural areas as compared to urban

areas. Marketers face communication problem due to the

lack of literacy rate. Print medium is not much effective

and it is irrelevant since its reach is poor. So, low level of

literacy becomes challenge for marketers in rural areas.

Seasonal demand Seasonal demand is main problem of rural market.

Agriculture situation plays a significant role in the demand

of commodities in the rural market because it is the main

source of income. Again agriculture depends on monsoon

so buying capacity of rural consumers varies. Despite this,

many rural areas are not connected by rail transport.

Kuccha roads become unserviceable during monsoon.

Some of the organized retail model working

in Rural India

Hariyali Kisaan Bazaar:

It is the decision of DMC Shriram consolidated LTD‟s

Agri business. The company operates in two lines of

business: Agri/rural, Chemicals and polymers. Their Agri-

business offering agriculture inputs, both manufactured

and merchandised, outputs and services. The company

initiated rural retailing with the objective to move towards

providing total solutions to farmers. Hence it can be said

one stop shop for meeting farming and family needs of

rural population. It has 264 outlets in many villages of

eight different states: Haryana, Punjab, Utter Pradesh,

Rajasthan, Uttrakhand, Madhya Pradesh, Maharashtra and

Andhra Pradesh.

ITC Choupal Sagar:

ITC launched the choupal sagar in 2004. It is a rural hyper

market which is managed by ITC‟s Agri-business division.

Farmers can sell their commodities and can buy almost

everything including cosmetics, garments, electronics,

appliances and even tractors. Currently there are 24

choupal sagars: 11 in Madhya Pradesh, 5 in Maharashtra

and 8 in Utter Pradesh. Local sourcing of vegetables and

fruits allows the company to delivering fresh vegetables

and fruits to consumers. Moreover ITC‟s procurement

centers provide farmers the option of selling their product

directly to ITC, instead of billing it to mandi. ITC‟s Agri-

business division conceived e-choupal as a more efficient

supply chain aimed at delivering value to its customers

around the world on a sustainable basis.

CONCLUSION

The study concluded that rural India offers huge

opportunities which companies can tap for their growth

and development. However, Companies face many

challenges in tackling the rural markets. 833 million

people reside in India as compared to 377 millions in

urban India so vast untapped opportunities are available in

rural India, but marketer unable to tap these opportunities

because of lack of infrastructure facilities. Literacy rate is

low in rural area so people are unable to identify brand

difference. Now trend has gone to change literacy rate in

rural area is increasing. Number of middle and higher

income household in rural India is expected to grow from

80 million to 111 million. There is rapid development in

infrastructure all these opportunities attract companies to

target rural market. With some technologies breakthrough

in distribution and marketing of products in rural India,

companies in rural market can earn more profits, market

share, etc. The Rural market is a greater future prospect

for the marketers and there are many opportunities

available for them in rural markets.

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Rural Marketing in India: Challenges and Opportunitiesirjcjournals.org/ijmssr/Aug2013/14.pdf · Rural Marketing in India: Challenges and Opportunities ... ITC and most FMCG companies