35. Public Relations in Rural India
The rural consumer market in India is growing rapidly. In fact,
its growth is faster than the urban markets1. Today, many Indian brands are expanding their markets to
Tier III and Tier IV cities of India. Companies, such as Hindustan Unilever
Limited and Marico are already embracing different market models to approach rural consumers. However, for companies to succeed, it is important that
they understand the rural dynamics of India. Here PR can play an important
role.
Rural markets are the future for Indian brands. Brands that recognize this fact are stepping up their game to gain a stronghold into these markets. In fact, rural markets are a source of enormous revenues for any business, as more than half of the Indian population lives in these areas2.
However, there are numerous challenges. First, the rural market is enormous
in terms of population. The social situation of rural India is also very
complex. Religion, caste, race, and class play an important role. Traditional values and customs still prevail in many parts of rural
India, and so thus superstitions. Brands need to be very sensitive about these
parameters. To successfully reach a rural market, brands have to communicate
with the masses in their local language and associate themselves with them and
their cultures. Utilizing the rural media, and communicating with the masses in
their vernacular languages can be of great help.
Furthermore, the income levels of these consumers are also
relatively lower than urban consumers, but they are very conscious of
the value of money. Rural India doesn’t have a good literacy rate too. Hence,
brands also need to have an intensive personal selling effort.
According to a report by Maharashtra Media3, we
see the emergence of a new trend: the emergence of a new class in Tier III and
Tier IV cities of India. This is due to the success of the agricultural
programs initiated by the government. These set of buyers are enthusiastic and
wants to experiment with their purchase decisions. They consume a variety of
products and have a higher purchasing power. Brands should also target
this new class.
According to the author, R.V Rajan4, ‘it is important
to understand the rural consumer to get your message across to him’. Rajan believes
that any form of rural communication that may have a national strategy, should
be thought about and acted upon locally. As we saw, this couldn’t have been
truer.
References:
Source: New Indian Express |
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