Rural Marketing

Rural Marketing: Access the bottom of the pyramid.

Rural marketing has gained momentum in developing countries as marketers have found that urban markets are now saturated with multiple brands in each category. So in order to leap higher, marketers began to leverage the bottom of the pyramid where the potential for growth is enormous.

Large multi-national retail giants realized decades ago about the importance of catering to the rural consumer so they started offering their goods in sachets that sold for pennies. This brought about a change in the buying habits of the rural consumer and almost all companies in the FMCG space now follow this concept. But the challenge does not end here.

Shaping the Future