From cities that never sleep to quaint, quiet peaceful villages, India and Bharat are the quintessential ‘two sides of the same coin’. With over 1.2 billion people in India, a majority of who stay in the rural areas it just goes to show the potential the rural market possesses and the need for marketing to rural folk.
In the rural areas, due to little or no western influence, way of life there is a very traditional. It is a simple life that the ‘aam aadmi’ or the common man leads. They are very careful about where they spend their money and use it wisely. They are generally very content and satisfied with what they have.
In the cities, however, it is a totally different scenario. With a larger amount of western influence there is a great number of people who love living the high life. An increased disposable income also helps their case. People in the city generally like to have good things and flaunt them. They are constantly up to date with the latest trends and enjoy being in the limelight.
While marketers and advertisers have virtually conquered the urban landscape, it is the rural one that is the next frontier. It is, possibly, the one that will be most challenging and will yield the highest results. Time and effort needs to be spent in actively engaging with the rural audience. It is due to the method of marketing that the rural audience will be educated when it comes to a specific brand or product or even a company for that matter. Rural being so different from urban needs a greater level of dedication. Marketing of goods and services to the rural market in the same manner that is done for the urban audience might not always work. New and alternative methods need to be adopted to successfully market products to the rural masses. In the end it is the influence and the methods used to market products and services to the rural audience that will help a brand or company reach out to and tap the rural market.