Page 282 - DMGT509_RURAL MARKETING

Unit 14: Corporate Sector in Agri-Business

 Distribution and promotional channels also need to be different for rural markets. Notes
 The biggest challenges, Mehta of Next Retail, feels are issues pertaining to distribution
and infrastructure.

 ASSOCHAM suggests that for deeper penetration in the rural markets.

14.19 Keywords

Aadhar: The Future Group and Godrej Agrovet’s joint venture (JV) in agri-service-cum-rural
retailing is undergoing a revamp, wherein the model will follow hub-n-spoke concept to drive
higher profits for the company.
ASSOCHAM: ASSOCHAM suggests that for deeper penetration in the rural markets, the industry
needs to create proper channels and inform the community about the products through local
language advertising as well as other tools such as local exhibitions and mobile vans to tap the
rural consumer.
Consumer Durables: India’s consumer durables market is anticipated to expand by 40 per cent in
2011-12, according to a study by a leading industry body - ‘Rise of Consumer Durables in Rural
India’.
DCM Shriram Consolidated Limited (DSCL): It operates 270 stores of Hariyali Kisaan Bazaar
(one of the largest national rural retail chains of India), plans to open 20 more outlets by the end
of 2011.
Rural: The traditional definition of rural may be of little use to marketers in terms of providing
consumer insights,” says S. Ramesh Kumar, professor of marketing at the Indian Institute of
Management, Bangalore (IIMB).
14.20 Review Questions

1. What are the factors enhancing Agri-business opportunities?
2. Explain the Rural Marketing of FMCGs.
3. Describe the Durables and Financial services in Rural Marketing.
4. What do you know about wave of change?

5. Explain the ways to increase the Rural Reach.
6. Explain the products of Rural Markets.
7. Describe the rural scenario.

8. Explain the low penetration.
9. Describe the massive market.
10. Describe the opportunities in India.

Answers: Self Assessment

1. Agriculture 2. Agricultural
3. Rainfall 4. 328.73

5. 40 6. Rural
7. Urban 8. 36

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