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MARKETING INNOVATIONS IN RURAL INDIA Submitted By--- M. Arun Kumar, M.F.M. M.Com., MIT, MBA, M.Phil, (PhD.) Asst. Professor. & Principal I/c. Mobile : 09951825123

Presented ByDibas Kumar Biswas

MARKETING INNOVATIONS IN RURAL INDIA “Invention is the first occurrence of an idea for a new product or process, while innovation is the first attempt to carry it out into practice.” -- Fagerberg

S curve • The life cycle of innovation has been described by Everett Rogers in his classic book “The Diffusion of Innovation ” in which Rogers proposes a diffusion curve known as “S curve”.

Population is living in rural areas of the Country Rural Population


Rural Population Urban Population


Development of Markets in Rural India • India agriculture growth • The buying behavior of the rural consumers • The evaluation in Rural Marketing Phase



Major Products


Since Independence

Agricultural Marketing

Agricultural Produce


Mid Sixties

Marketing of Agricultural Inputs Agricultural Inputs


Mid Nineties

Rural Marketing

Consumables and Durables for consumption and production

Source Market

Destination Market





Urban & Rural


Attractiveness of Rural Market • Large Population • Raising Prosperity • Growth in Consumption • Life-Style Changes • Life-Cycle Advantages • Market Growth Rates higher than Urban • Rural Marketing is not expensive • Remoteness is no longer a problem

Marketing Innovations in Rural India • Ongoing globalization • The digital revolution in rural India.

The Market in Transition • Indian Market is in a transition • Between 1993-97. Agriculture grew at an average of 4.7 percent per year and Industry at 7.6 percent. • Between 1998-2001, the agriculture growth has fallen to 1.6 percent and Industrial growth to 5.2 percent • wrong assumption and over enthusiastic expectations


• The rural market is much complicated and fragmented. • The secret of success would, therefore, depend on classifying, countrywide rural market pockets into a limited number of categories and in pairing discontinuities to manageable limits within each category. • Change is also peculiar here.

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Marketing innovations in rural India  

Marketing innovations in rural India

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