Growth in rural sector driving significant demand during festive season: Rajeev Jain

This time of the year marks one of the most crucial periods for businesses, as consumer sentiment is at its highest, with spending patterns reflecting the festive spirit. From offers and discounts to large-scale campaigns and personalized engagement, brands are exploring every avenue to stand out in a highly competitive marketplace. The rise of digital marketing and the increasing role of e-commerce have also intensified the focus on omnichannel strategies, ensuring that consumers are met with consistent messaging across both online and offline platforms.

Adgully’s special annual column, FESTIVE MOOD, delves deep into the intricacies of these marketing activities, offering a holistic perspective on the trends that define this season. From ad spend projections to consumer behavior analyses, the column covers all aspects of the festive landscape. It highlights how brands are planning to position themselves, what marketing strategies are being adopted, and how consumer sentiment is shaping the promotional and communication tactics being deployed.

In this interaction with Adgully, Rajeev Jain, Senior Vice President - Corporate Marketing, DS Group, shares insights into the FMCG industry’s landscape as the festive season approaches. With 2024 poised for strong growth driven by a healthy monsoon and an expanding rural market, Jain discusses how these factors are expected to influence consumer demand. He also highlights the growing significance of e-commerce, particularly among aspirational Gen Z consumers and the rise of direct-to-consumer brands. As DS Group prepares to intensify its focus on Tier 2 and Tier 3 markets, Jain elaborates on the company’s strategic initiatives and innovative marketing activations, including leveraging brand IPs to create a meaningful connection with consumers during the upcoming festivals.

How do you anticipate growth in the rural sector to impact demand during this festive season?

As the festive season kicks off in the second half of the year, it marks a crucial period for the FMCG industry, with 2024 set for strong growth. The healthy monsoon and growth in the rural sector are expected to drive a significant demand during the festival season.

What role do e-commerce and online sales play in your brand’s festive season strategy, and how are they impacted by aspirational Gen Z consumers and the rise of D2C brands?

E-commerce and online sales are projected to be healthy during the festive season, driven by a strong Indian economy, the rise of aspirational Gen Z consumers, and the growing influence of direct-to-consumer (D2C) brands. Key drivers of this growth include premiumization and the increasing penetration of e-commerce and quick commerce. We have seen an uptick on most of our brands on all the channels.

How are you planning to capitalize on the demand in Tier 2 and Tier 3 markets during the festive season?

To capitalize on the festive season that began with Raksha Bandhan festival, we plan to intensify our focus on Tier 2 and Tier 3 markets, where rising incomes are fuelling demand. Our focus will be on leveraging our brand strengths, introducing innovative offerings, and connecting with consumers on a deeper cultural level through impactful marketing initiatives. Our advertising and promotional efforts will also see a significant boost during this period. Although inflation challenges remain, the overall outlook is positive. By understanding consumer trends and investing in strategic initiatives, we aim to leverage the festive season for substantial growth and market expansion.

What specific strategies will you implement to leverage your brand IPs and regional strengths for the upcoming festivals?

Building on our history of successful festive campaigns, we plan to leverage our brand IPs, such as Pulse Ka Pandal, and our regional strengths to create impactful marketing activations aligned with upcoming Indian festivals like Dandiya and Durga Puja. As in previous years, we will introduce festival packs for some of our brands. By showcasing our product portfolio on digital platforms and on-ground events, we aim to drive consumer engagement, encourage trials, and boost purchases, all while strengthening our market position by connecting with consumers on a cultural level.