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Acknowledgement
This project is an attempt to study rural India with help of live case study of Lifebuoy of HLL in India.
For this we would like thank our Rural marketing faculty S. Maninder Singh who has shown us right approach and way to make this project and without whose guidance this project would have been difficult to complete. We are also grateful to our institute for providing this opportunity and providing the required material whenever needed
Introduction- Upcoming of Rural Marketing in India
The rural India has a plethora of opportunities all waiting to be harnessed. Not surprisingly, it has become the latest marketing buzzword for most of the FMCG majors. Many of the FMCG companies are busy formulating their rural marketing strategy to tap the chance .To name few companies showing deep interest in rural India are HLL, Marico industries, Colgate – Palmolive and Britannia Industries.
Why Rural India?
70 % of India’s population lives in 627000 villages in rural areas. 90 % of the rural population is concentrated in villages with a population of less than 2000, with agriculture being the main business. This simply shows the great potentiality rural India has to bring the much-needed volumes and help the FMCG companies to bank upon the volume –driven growth. This brings a boon in disguise for the FMCG Company who has already reached the plateau of their business curve in urban India.
As per the National Council for Applied Economic Research (NCAER) study, there are as many 'middle income and above' households in the rural areas as there are in the urban areas. There are almost twice as many 'lower middle income' households in rural areas as in the urban areas. ...