Marketing Mix Strategies for FMCG in Rural India

Panchali Singh

Panchali Singh Associate Professor & Head, MBA Dept., UPVU DSM University, Mohaan Road, Lucknow, India;

Keywords: FMCG, Rural, marketing, outsourcing, retailing, Per capita income

Abstract

FMCG have attracted Indian villagers. When the urban demands for the FMCG goods are getting saturated, the FMCG companies looks at this development as an opportunity. Apparently in terms of the number of people the Indian Rural Market is almost twice as large as the entire market of USA and Russia. The untapped rural market is fast becoming a major attraction to many domestic and foreign organizations. The rural market in India is growing at four times the rate of the urban market. The present rural market size is estimated to be Rs 35,000 crores annually. The rural consumers are becoming more and more brand conscious. The rural market, thus are the growth engines of Indian economy. This paper is attempt to analyze the potential present and the strategies which must be followed for success in rural India. Huge potential of Rural India is making India a hub for globalization.