26th – 28th November 2018 | New Delhi | India

How has the concept of rural marketing changed over the years and how have you changed your marketing activity to account for the rural market? 

There is greater awareness, purchasing power and aspiration in rural markets now. Rural consumers are now better connected with the mainstream, and hence we need to serve them better. We now focus a lot more on these markets and consumers with superior offerings and GTM models.

What are the various concerns that challenge the reach towards rural market? 

Rural infrastructure, communication vehicles, data connectivity, security, language and cultural barriers.

Please elaborate on the differing rural consumer behaviour as compared to their urban counterpart and how are you able to leverage on the differences mentioned to incorporate into the designing of a successful marketing plan?

Rural consumers have similar aspirations, equal or greater purchasing power, with very little outlets for entertainment and consumption. There is pent up demand. All these factors, coupled with the challenges mentioned in the point above need to be taken into account while designing a marketing plan for them.

What are the new strategies used to access and interact with untapped rural consumers? 

Physical and digital presence, customised messaging, cultural and language sensibilities, etc.

What are the crucial steps that are being taken to secure aspiring customers? 

Same as above.

Do you think augmented value in products and services play a very important role in bringing in more demands? 

Only where there is saturation of basic products and services, and a desire to upgrade / uptrade.

How do you foresee new industry opportunities in rural India especially after the Modi government’s huge initiative and focus on rural development? 

Greater purchasing power, aspirational uptick, payment gateway transparency, advocacy.

What are your thoughts on the next big trend of needs and aspirations emitting from the modern rural customers? 

Same as above.

Line-up of Speakers

Event Summary

Rural markets in India are changing at a rapid pace and consumers are changing along with them. Today, rural India is a place of aspiration, new wealth and exciting business opportunities. marcus evans Rural India: Marketing & Service Excellence Forum is creating networks across India’s leading firms, international experts, top FMCG and Forbes 500 companies to guarantee your golden business strategy for rural markets ahead of 2020. With this forum, you will encapsulate the latest strategies, trends, and approaches to rural India’s most lucrative markets in 2018. Experts and leaders from all over the country and abroad will be present to share their successes, innovations, and crucial key points to harness this vast market.