BY NISHANTH H

Consumer durables, related issues & how to market in rural

market

Overview…

FMCG comprises of consumer goods and sold quickly, also termed as non-durable goods (beverages, personal care prdts, cleansing prdts, food/consumables…)

It’s the 4th largest economic sector in India & grown USD 16 billion in 2006 to reach a market size of USD 52 billion.

Distribution Channels in Rural India

Co-operative Societies – They have necessary infrastructure for storage & distribution, so companies may contact these societies to sell their products. There are over 4 lakh of them operating for different purposes like –

Marketing, Credit & Dairy Cooperative, Mini super-markets for rural customers,

Related Issues

Intensified competitionCounterfeited goodsConsumer awarenessConsumer health & safetyStringent tax regimeRural slowdownSupply chain constraintsLack of infrastructureRegulatory issuesEnvironmental

Contd…

Public Distribution System (PDS) - run by Govt. & utilized to sell consumables and low value durables.

Agricultural Input Dealers – fertilizer companies have retail outlets within a range of 5 km. to any village & offer scope to marketer.

NGO’s – can reach interiors of villages & focus on sustainable development by providing avenue for income generation.

How to market?

By acquiring Indian brands

By effective media communication

By adopting localized way of distributing

Thanks & have a great day folks…