abhishreshthaa
Abhijeet S
The biggest myth that exists in the minds of most marketers is that rural is all about traditional dhoti clad villagers living in huts.
The reality however is very different. The new rural generation is clad in jeans and T-shirts and though it may not know Schumacher, it stands divided on Sehwag’s ability to counter Glenn McGrath and Brett Lee. Magazines such as Debonair and Fantasy adorn the roadside of Bikaner just as in the Book Shoppe at the airport. This clearly depicts that it is now becoming difficult to differentiate between the rural and urban class. To understand the case it is important to first understand some rural facts:
Facts on Ownership:
95.9 percent of rural households (HHs) are self-owned
31 percent of rural HHs owns a radio and an equivalent number own a TV.
27 percent own wristwatches.
8.5 percent of the HHs owns a two-wheeler.
Facts on Consumption:
95 percent of rural India uses toilet soaps.
76 percent uses detergent (powder/liquid).
48 percent uses dental products (toothpowder/toothpaste).
Facts on Living Standards:
45 percent of rural India has pucca houses.
3.6 crore HHs have a telephone connections.
6.5 crore individuals in rural India are covered by life insurance policies.
Facts on Travel:
Five lakh people from rural India have gone abroad.
27 percent of rural India has taken a holiday within the country.
Again there are as many four-wheelers in rural India as in the top eight metros. So, indeed, what is rural? It is in fact the biggest market having the highest potential for various products. It consists of around 13.5 crore households as per the latest census figures and with 48 crore adult individuals. A segment of 92 lakh HHs- that is prosperous and has urban-like consumption. So there is tremendous opportunity to grow by tapping the rural consumer.
The reality however is very different. The new rural generation is clad in jeans and T-shirts and though it may not know Schumacher, it stands divided on Sehwag’s ability to counter Glenn McGrath and Brett Lee. Magazines such as Debonair and Fantasy adorn the roadside of Bikaner just as in the Book Shoppe at the airport. This clearly depicts that it is now becoming difficult to differentiate between the rural and urban class. To understand the case it is important to first understand some rural facts:
Facts on Ownership:
95.9 percent of rural households (HHs) are self-owned
31 percent of rural HHs owns a radio and an equivalent number own a TV.
27 percent own wristwatches.
8.5 percent of the HHs owns a two-wheeler.
Facts on Consumption:
95 percent of rural India uses toilet soaps.
76 percent uses detergent (powder/liquid).
48 percent uses dental products (toothpowder/toothpaste).
Facts on Living Standards:
45 percent of rural India has pucca houses.
3.6 crore HHs have a telephone connections.
6.5 crore individuals in rural India are covered by life insurance policies.
Facts on Travel:
Five lakh people from rural India have gone abroad.
27 percent of rural India has taken a holiday within the country.
Again there are as many four-wheelers in rural India as in the top eight metros. So, indeed, what is rural? It is in fact the biggest market having the highest potential for various products. It consists of around 13.5 crore households as per the latest census figures and with 48 crore adult individuals. A segment of 92 lakh HHs- that is prosperous and has urban-like consumption. So there is tremendous opportunity to grow by tapping the rural consumer.