Rural Markets Has Immense Potential

A Write Up On Rural Marketing Awards Organised By Rural Marketing Agencies Association Of India Business Line (Nov 20, 2007)

The rural landscape offers immense potential and MNCs have to hand-hold rural customers in making informed decisions. Companies must create multiple distribution channels to ensure that their rural marketing becomes a dynamic function, said rural marketing experts.

Speaking at the Cavinkare RMAAI awards for summer projects in rural marketing, which was the culmination of a contest among management students, Mr R.V. Rajan, President, Rural Marketing Agencies Association of India (RMAAI) said, that companies should also create a separate communication package for the rural audience.

Prof S. Neelamegham, President, NIILM Centre for Management, said that since the attitude between saving and spending is undergoing a change, even in the rural areas a huge market is being created. Companies need to strategise keeping with the needs of the rural masses, he said.

Mr Tarun Arora of FMS, Delhi bagged the gold award consisting of a cash prize of Rs 25,000 for his project ‘To understand rural Bihar go to market’. Mr Deepak Kapoor and Mr Rahul Saini of IMT Ghaziabad, bagged the silver, while Mr Kritisundar Paul of IIM-A won the bronze.