Marketing in Rural India: the Innovative Selling Mantra

Abstract

Rural market is the key to surv ival in India. Most consumer markets are getting cluttered. thereby slowing down the growth rates of consumer products. While overall volumes continue to grow reasonably well. there are too many players eating into each other's market share. Reducing prices and investing heavily in sales promotion becomes inevitable in the urban markets. Consequently, operating margins come under pressure and new growth markets need to he explored. It is here that the rural markets provide an opportunity, a ray of hope for a marketer.