Moving beyond the comfort zone

HOW MARKETERS ARE TRYING TO MAXIMISE THE GROWTH POTENTIAL OF RURAL MARKETS

- CHRISTINA MONIZ

JUST RECENTLY, PERFETTI Van Melle launched the Kaisi Jeebh Laplapayi challenge for its Centerfruit brand targeting rural markets where nearly 40% of the households don't have access to TV and 50% have no internet connectivity. The campaign enabled real-time conversations in local dialects through a simple phone call using AI.

Last fiscal, automaker Maruti Suzuki developed a regional marketing strategy that blended technology, localisation and vernacular content. Its efforts paid off with a 15% retail growth in rural areas, outpacing urban markets, which saw a 2.5% growth in the festive quarter of FY25, the company said.

These are just two examples of how brands are tapping growth potential in rural and remote regions. There's a clear reason why these regions are now on every marketers' radar. Rural India is experiencing a significant rise in aspirations and digital inclusion, leading to expansion in many aspirational categories, says Soumya Mohanty, MD and CCO, South Asia, insights division, Kantar.