Page 261 - DMGT509_RURAL MARKETING

Rural Marketing Hitesh Jhanji, Lovely Professional University

Notes Unit 14: Corporate Sector in Agri-Business

CONTENTS
Objectives
Introduction
14.1 Indian Agriculture

14.2 Opportunities in India
14.3 Factors Enhancing Agri-business Opportunities
14.4 Selected Case Studies
14.5 Rural Marketing of FMCG’s
14.6 Rural and Urban Potential
14.7 Low Penetration and Low Per Capita Consumption

14.8 Retail in Rural India
14.9 New Strategies to Win
14.10 Durables and Financial Services
14.11 A Short-Lived Renaissance?
14.12 What Rural Means
14.13 Massive Market
14.14 Products for Rural Markets
14.15 From Four P’s to Four A’s

14.16 The Rural Scenario
14.17 The Wave of Change
14.18 Summary
14.19 Keywords
14.20 Review Questions
14.21 Further Readings

Objectives

After studying this unit, you will be able to:
 Define Agri Business.
 Discuss the Cultivation, Processing and Retailing.

 Describe the Durables and Financial Services.
 Explain the Role of Rural Marketing of FMCG.

Introduction

India is still an agriculture based country and the agrarian sector contributes substantially to the
GDP of India. Around seventy percent of the Indian population still depends on agriculture and

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