CASE 14
Rural Treasure Hunt
It’s there, but just a little bit out of reach and focus. Indian FMCGs, who hit the dusty roads out of the cities to chase the great Indian rural marketing dream, are finding out that the pot of gold at the end of this rainbow isn’t easy to find.
HURDLES
Companies like Procter & Gamble, Nestle, and Cadbury, after an exploratory safari or two, have come scurrying back to city slickers, and decided to stay away from the rural markets. Mr. Rajeev Bakshi, Managing Director oftadbury India is on record saying that rural marketing is not for Cadbury.
HLL officials admit that a significant portion of its sales come from the rural markets, and with the downswing in agricultural growth, volume has been affected. HLL has recently ...
Get Cases in Rural Marketing now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
