Evolving trends: How brands are winning in rural India

Authored by Manas Sareen Vertical Head – Rural Brand Street Integrated Consultancy Network Private Limited.

For years, marketers have set their sights on urban India. But a big shift is happening. Brands are waking up to the massive potential of rural markets. This isn't just about reaching more people. It's about crafting fresh marketing strategies that fit the unique character of these areas. Even luxury brands are making waves in rural India, and the results are impressive.
Understanding Rural India
Over 65% of India lives in rural areas. In the past, these markets seemed tricky due to lower literacy rates, less infrastructure, and limited access to media. But things are changing fast. Rural India has more money to spend, people are more aware, and connections are better. This is making rural consumers a goldmine for brands across many sectors.
Keys to Winning in Rural Marketing
1. Local is key: Forget blanket advertising. In rural marketing, success comes from localization. Brands that tailor campaigns to local cultures, languages, and values resonate more. Think launching products or running promotions during local festivals.
2. Storytelling that connects: Rural consumers love stories that reflect their lives and dreams. Brands that use engaging storytelling with familiar characters and situations can create strong emotional connections. This builds trust and loyalty, which are crucial for long-term success.
3. Mobile marketing goes rural: The digital age has reached rural India, thanks to affordable smartphones and data plans. Brands are using mobile marketing to connect with rural consumers. Social media platforms like Facebook and WhatsApp are great for reaching this audience with a mix of entertainment and information.
4. Building bridges in the community: Sponsoring local sports events or health camps are community marketing initiatives that can build a positive brand image.
5. Direct sales to customers: Traditional stores are scarce in many rural areas. To overcome this, brands are using D2C (direct-to-consumer) models. Mobile vans, pop-up shops, and e-commerce platforms designed for rural consumers ensure products are available and easy to get.
6. Educating and informing: Teaching rural consumers about the benefits and uses of products is essential. Brands are investing in informative campaigns through workshops, demonstrations, and multimedia content. This empowers consumers and drives sales while building brand loyalty.
Success Stories in Rural Marketing
At Brand Street, we've helped many brands, from big names to those already popular in rural areas, reach new customers in rural India.
For instance, we worked on Shell India's "Khushiyon Ke Rang" campaign targeting farm tractor owners, mechanics, and lubricant dealers. The campaign connected with them on a personal level, showing that Shell understands their dreams. This led to more people trying Shell Rimula oil.
The Road Ahead
The rural market offers massive growth for all kinds of brands. As luxury brands continue to explore and invest in rural areas, they'll need to have a well-thought-out approach. Understanding the unique needs and aspirations of rural consumers, using digital tools effectively, and building strong community connections will be key to success in these markets.
Brand Street is here to help brands navigate this evolving landscape with fresh strategies and insights. Luxury brands succeeding in rural India is just the beginning. The future holds immense potential for brands willing to take on the challenge.

DISCLAIMER: The views expressed are solely of the author and Adgully.com does not necessarily subscribe to it.