Interventions

FMCG players see growth in rural

As metros saturate and become more expensive to operate in many companies that are shifting their focus on rural markets afresh are tasting success
FMCG players see growth in rural

Does the future of FMCG lies in rural India? Is it the largely unexplored rural market that holds the key for the fast moving consumer goods ( FMCG) sector’s future?

Experts admitted that as metros saturate and become more expensive to operate in, many companies that are shifting their focus on rural markets afresh, are tasting success.

It was a lively interaction between the marketing professionals, students and teachers at the Economic Times Lecture Series at Indian Institute of Social Welfare and Business Management (IISWBM) in association with Poorva’s Commando Energy Drinks. 

In fact, for Poorva, the rural Bengal became an eye-opener, when they took their energy drink to rural market as a test case. "We were struggling at the already saturated urban markets. But the rural market opened up new vista for us. We understood how our conditioned marketing wisdom keeps underestimating the affordability of the rural people," said Sandip Ghosh, general manager of Poorva Infrastructure.

"After partly exploring the rural market, we will now be hitting 60 smaller cities across India. The real market lies there," he added.

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