“Each of us should make Rediscovering Rural India our life’s mission” said Mr. D.K. Bose referring to the central theme of Horizons’07, IIM Kozhikode’s Annual Management Conclave. Mr. Bose, an expert in rural media planning and communications debunked some of the commonly held myths that urbanites harbor about rural India and gave interesting insights into the rural consumer and the nitty-gritty of rural marketing.
There are many interpretations of the word rural, but the one that matters to someone who’s marketing to the rural consumer is that, Rural is a mindset. People in rural India are influenced differently and form different opinions than people in urban India. Designing and communicating messages for the rural market is challenging but rural demographics go a long way in making marketing easier. For example, how many of us know that 60% of the rural population lives in just a quarter of the 600,000 plus villages in India? Or that rural women are more literate than urban women? Or that rural literacy is growing faster than urban literacy? Mr. Bose described rural India through the “3D effect” – diverse, dispersed and distanced. The rich diversity of our country, its dispersal in terms of its vast geographical landscape and the distance between the urban jungle and the rural hinterland are the touchstones that any rural marketer should bear in mind when designing media communications for the rural market.
Debunking myths about the rural Indian
Mr. Bose threw light on come of the commonly held myths about the rural consumer in the mind of the urban marketer.
- Rural is not a mass: It is common for us to think of rural India as one aggregate mass of people that behaves in the same way. But this notion needs to be done away with particularly for a rural marketer. Rural India should be understood from the different economic and socio-cultural segments that thrive in it.
- Rural is not individualistic: Unlike the urban consumer who is individualistic, rural consumers tend to make decisions as a community. Communities of youth, women and professions are important influencers of particular buying decisions.
- Rural is not illiterate: The rural consumer is not illiterate when it comes to his needs and buying decisions. He exhibits a strong visual literacy and associates with brands through their “visual touch”. Mr. Bose gave the example of “LifeBuoy” soap which is much better known as “Laal Saabun” in the villages.
- Rural women are not confined to their homes: Women in India enjoy increasing economic power and are a major influencer in the purchase of household articles, particularly FMCG brands. They are perceived as the custodian of the family’s health and hygiene.
Fundamentals of Rural Marketing
With these insights, Mr. Bose went on to spell out the hierarchy of needs for the rural consumer. The rural consumer first looks to satisfy his basic needs and then seeks to satisfy his self-esteem in terms of his possessions. He doesn’t attach much value to personal gratification and luxury. To the rural consumer, money is not something to be consumed but is just a means of providing the essentials.
How do you communicate with the rural consumer? The message should be simple, direct and benefit-oriented. The time between communicating, selling and experiencing the product has to be compressed and the best way to do this is by directly demonstrating the benefits to the consumer in a language that the consumer understands. “If you want to sell your shampoo to the village woman, you’d better go down to the village and help a couple of women wash their hair using your shampoo”.
After spellbinding his audience with his insightful address, Mr. Bose concluded with the inspiring words “Rediscovering Rural India…Go ahead and do it!!!”