Challenges In Rural Marketing


Our nation is endowed with an excellent diploma of ethnic and regional variety. About three-fourths of the overall inhabitants lives in rural areas and most of them rely on agriculture for his or her subsistence. Agriculture accounts for about 24.7% of the nation’s gross home product (GDP). It contributes about 13.1% of the overall Indian exports. The sector employs 58.4% of the nation’s workforce and offers livelihood to greater than 650 million folks. Despite this truth, there was no vital enchancment within the situation of those folks.

The growth of the nation relies upon largely on the event of the agricultural inhabitants. Mahatma Gandhi as soon as stated: “The road to India is not that of Europe. India is not Calcutta and Bombay. India lives in its many hundreds of villages”.

Rural market potential

India is an agro-based economic system and the expansion of most different sectors of the economic system is pushed by rural demand. The city market is approaching saturation level, thus there’s an pressing must concentrate on rural growth. In addition, greater than 70% of India’s inhabitants lives in villages and creates a big marketplace for trade due to rising earnings and consciousness ranges.

There are 6,38,365 villages in India as in comparison with simply 5,161 cities in India. This in itself is an indicator of the place the actual India resides. Companies are slowly realizing however actually the important thing to attaining true market management lies in exploiting rural potential. However, the agricultural sector in India suffers from quite a lot of issues. There is sufficient cash in some areas however their degree of consciousness and therefore consumerism may be very low. But there are lots of areas the place financial empowerment, training, well being and so on. are the main issues.
What is rural advertising

While there was a big enhance within the city market, the agricultural or latent market has not but been exploited, and there’s a sturdy potential for progress. A rural market might be outlined as any market that exists in an space with a inhabitants of lower than 10, 000. Rural markets in India are scattered and unfold over a large geographical space. The Indian market is split into city and rural markets.

O Urban market is flooded with much less demand.

o Rural market is witness to a excessive demand. It is the agricultural section of the market which contributes extra revenue than its city counterparts. Rural advertising entails broadly reaching clients, understanding their wishes, supplying items and providers and finally satisfying customers, resulting in extra gross sales. The basic perception is that solely agricultural inputs resembling seeds, fertilizers, pesticides, animal feed and agricultural equipment are more likely to develop within the rural market. However, there’s now a rising marketplace for shopper items. It is estimated that the agricultural market is rising at a charge 5 instances its city counterpart.

Challenges in rural advertising

Although rural markets are a giant attraction for entrepreneurs, it’s not straightforward to enter the market in a short while because of the following causes and take a bigger share available in the market.

Low literacy

There should not sufficient instructional alternatives in rural areas. The literacy degree is decrease (36%) than the all-India common of 52%.

Seasonal demand

Demand for items in rural markets will depend on the state of agriculture, as agriculture is the principle supply of earnings. Agriculture relies upon to a big extent on the monsoon and subsequently, demand or buying capability shouldn’t be steady or common.


Many rural areas should not linked by rail transport. During the monsoon, the uncooked roads turn into unstable and the interior villages are remoted.


An efficient distribution system requires village-level shopkeepers, mandal / taluka-level wholesalers or most well-liked sellers, distributors or stockists on the district degree, and company-owned depots or consignment distribution on the state degree. The presence of very excessive ranges within the distribution system will increase the price of distribution.

Communication inconveniences

Facilities like phone, fax and telegram are poor in rural areas.

Traditional life

Life in rural areas remains to be ruled by customs and traditions and folks don’t simply undertake new practices. For instance, even the wealthy and educated sections of farmers don’t put on denims or branded sneakers.

Buy resolution

Rural customers are cautious in buying and selections are sluggish and delayed. They like to provide a take a look at and solely after being personally happy, do they purchase the product.

Media for publicity

Television has made an excellent impression and huge audiences have been uncovered to this medium. Radio reaches a big inhabitants in rural areas at comparatively low price. However, entry to formal media in rural households is low; Therefore, the market has to conduct particular gross sales promotion actions in rural areas resembling attending festivals or festivals.

Career in rural market

While rural advertising offers a difficult profession, a rural gross sales particular person ought to require some {qualifications} and specialised expertise.

Cultural elements

Culture is a system of shared values, beliefs and perceptions that affect the habits of customers. There are completely different teams primarily based on faith, caste, occupation, earnings, age, training and politics and the folks of every group affect the habits of the folks within the villages.

Rural folks consider that have is extra vital than formal training they usually respect celebs who can supply sensible options to their issues. Therefore, it’s fascinating that gross sales individuals, particularly these dropped at the cities, are given intensive coaching consisting of each the idea and sensible features of village life. The coaching will assist these gross sales individuals to align themselves with the market realities and settle into their jobs easily.

There is an amazing potential within the rural market that continues to be to be tapped. A small enhance in rural earnings is the results of a speedy enhance in buying energy.

future developments

Markets that aren’t in a position to face up to the stiff competitors held by multinationals can restore their earnings within the rural sector. The market share of city market is much less as in comparison with rural market, so if Indian industries concentrate on rural markets then their gross sales will enhance. If rural markets are dropped at the bounds of growth, they result in prosperity. The prosperity of India lies within the prosperity of each Indian, so no rural part must be left unused.

web advertising ppt

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