ASHA: The X-factor of Rural Marketing


Who can deny the fact that the woman of the house is the fountain head of the family? And that her health and well-being is vital for the family’s overall prosperity? Friends, last week as part of Rural Influencers series, you went though its first episode on Role of Women in Rural Marketing. Going ahead, today, I am going to tell you about India’s pink brigade, a powerful change-agent that is touching the lives of each and every woman in the 643,000 odd villages across India. So brace up for some exciting insights on over 10 lakh Accredited Social Health Activists (ASHA) launched by Government of India under National Rural Health Mission (NHRM) in 2005.

ASHA, means hope in English, making its name true, they show big hope for the underserved societies in rural India to provide primary healthcare services. They are the community health volunteers, one or two serving in each village. They are trained to act as health educators, facilitators and promoters in their communities. These committed workers are the backbone of primary healthcare in the country’s villages. They work tirelessly for mother and child and their primary role is to assist in sanitation and nutrition, antenatal and postnatal check-ups, motivating women to give birth in hospitals, conducting polio vaccination programmes and health surveys, immunisation drives, promoting family planning and maintenance of demographic records.

ASHA workers have been instrumental in bringing down infant mortality rate (IMR) from over 50 deaths per 1000 live births in 2005 to 32 in 2018. Belonging to the community,they have personal connect with almost every woman in the villages – a golden opportunity for marketers to reach half of the population with products and services.

Dear marketers, leveraging their strong connect with the women in the villages, ASHA workers can help you in marketing healthcare products, FMCG and household goods, nutrition products, running social awareness campaigns or any other product or service you can think of.

Each ASHA worker has numerous stories on how they have touched the lives of thousands of women, if marketers can decode their priceless insights, the sky is the limit!

A case in point is PepsiCo India – the company has successfully leveraged ‘Project Asha’, in reaching iron-deficient women and teen age girls in the villages with low-cost iron fortified Lehar Chusti biscuits and iron fortified beverage, Gatorade. When you utilise them and they get an extra incentive, it will be a win-win situation for the company as well as for ASHA workers.

Dear marketers, get ready for a bumper harvest of profits from rural markets, by optimising your outreach with AHSA workers. All you need to do is to get in touch with us. Our highly experienced team of marketing and business professionals will be happy to take you to your intended TG. To know more on this crucial topic, you can watch my video on my channel by clicking on this link.

And yes! If there’s anything specific that you want me to address in my videos, please suggest. Watch out for my next video and blog next week on the importance of self-help-groups in simplifying your rural marketing.

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