The Indian rural market is growing rapidly and holds great economic potential. With disposable incomes increasing, improved infrastructure, rise of e-commerce and focus on financial inclusion, the rural market is presenting many new opportunities for marketers to tap into.
Marketing to the rural market requires creative ideas and efficient processes that can deliver your product or service when, where and how consumers want it. Identifying the specific needs and buying habits of your target audience is the first step. Then, you must convince them that your product or service adds value to their lives and solves their problems. Finally, you must ensure that your product or service is affordable and within their reach.
Traditionally, marketing to the rural market was difficult and expensive. Retailers had to hire travelling traders who would sell FMCG products, consumer durables and other essentials to villages. These traders were also able to promote the brand and educate the masses on the benefits of the products they sold.
However, the advent of digital marketing has changed all that. With the help of mobile phones and internet connectivity, brands can now reach out to the rural markets and make a direct connection with consumers.
While the number of rural online buyers has increased significantly, the penetration is still low. There are several reasons for this, including a lack of trust in the safety of personal information, difficulty using websites and apps and a perception that e-commerce is expensive. Nonetheless, it is important to remember that the rural population has an appetite for technology and can be targeted effectively with the right messages. ad company