The two-day Rural Conclave, held on May 8-9 2015 at The Grand, New Delhi, organised by RMAI brought together the most forward-thinking marketers, innovators, entrepreneurs and technology players, to unlock possibilities in rural marketing. This two day conclave focused more on ‘How Rural’ than ‘Why Rural’.
Sanjay Kaul , CEO, Impact Communications & President RMAI, said, "RMAI has been propagating the cause of going to rural for a very long time. The significance of rural markets for companies today is well established. While more and more companies have forayed into rural, the rural market in itself has witnessed tremendous evolution in the last decade. The changing dynamics of new aspiring rural consumer class, increase in disposable incomes, media penetration, mobile almost becoming ubiquitous, there is a need for renewed approach for rural marketing At RMAI , we have initiated this well-deliberated shift from ‘Why Rural to How Rural?’ in our knowledge initiatives."
Pradeep Kashyap, CEO, MART, said, “Rural has really changed. Earlier trend in rural was to purchase regional brands, but now people are increasingly buying national brands like P&G and Unilever. From shampoo sachets they are now inclined towards purchasing mega and value packs.”
He further said that the growth of urban India has been fast but year 2009 onwards, rural India has started growing faster. It has grown at the rate of 17 percent whereas urban growth has been reported at 12 percent. Clearly, rural is the flavour of the coming decade.
A great line of speakers including Kalpana Tewari, Member Planning Board, Department of Posts-Government of India; D Shivakumar, Chairman and CEO, Pepsico India; Dilip Chenoy, MD and CEO, NSDC; Vipul Mathur, Category Head and Head Mobile & Rural Marketing, Hindustan Unilever; S Siva Kumar, CEO, ITC (ABD); George Angelo, Executive Director (Sales) Dabur India; George Paul, Director and Head of Marketing at Ericsson India addressed the challenges and opportunities afforded by new media, technology, new insights and more.
The event saw an amalgamation of two generations of the rural marketing fraternity. Experienced industry veterans and the new age professionals will share with the attendees, the most progressive best practices and advanced strategy insights into Rural Marketing.