Chronicles on rural

marketing
Evolution of a unique profession
A V Ramana Acharyulu
5 th January 2022
 – The initial foray of industrial products into Rural Hinterlands – pre 1947s
– The emergence of cooperative movement through 1920s
– Free India’s initiatives for agriculture and rural development; industrial development and
modernisation
– The voluntary movement – SHGs, MFIs; NGOs and Social Enterprises – pre-reforms era and
post reforms
– The economic reforms and all pervasive brands
– Onslaught of Technologies in Economics of the country

The unfolding – Cultural changes and becoming of a consumption oriented society – GenX – GenY to GenZ
– Increasing disparities and increasing all round productivities – in agriculture; in industrial and in
technology domains
– The ills of development – emergence of concepts of sustainability to counter
– Balancing the demands of farmer producer enterprises and the industrial producers –
– bridging the Bharat with India through IT; Mobile Technologies and indigenous business
models and entrepreneurship
– The core – people with skills, knowledge and attitude to hone the profession
–
 – The enactment of Multi-state Cooperative Societies Actin early
20th century – encouragement to organise farmers’ cooperatives
– The forays of Lipton, Brooke Bond and Surf and Det in 40s, 50s,
and 60s
Key moments – Establishment of AMUL in 1945
in rural – Green revolution of 60s and 70s – the era of PSUs as the growth
engines of the country
marketing – Entry, exit and re-entry of multinationals 60s, 75s, 91s
history – Automobile industry; telecommunication industry and IT industry
– 1980s, 1990s and pre and post Y2K ITES
– Emergence of a new middle class that is connected, diligent and
informed, while also assured of employment, earnings and
lifestyle – across the six tiers of Indian geography and populace
 – “Soundarya sabun” – Lux from 1930s – Devika Rani to current Deepika
Padukones
– My Daddy Strongest – Dhara
– Hamara Bajaj
– Fill it, shut it and forget it – Hero Honda
Rural – MRF – the tire for farmers
– Thanda matlab Coca Cola
marketing and – Airtel and Tata Docomo to Reliance era 1 to Jio
its own – India ka Dukaan –
historical – ----
– Farmizine
moments – Simpli Namdhari
– Farms2Markets
– Akshya Kalpa
 – Ability and interest to understand what a rural consumer needs
– Ability and wherewithal to create products and services that meet
rural needs

What makes – Vis-à-vis

rural – Ability to carry rural producers’ products and services to the larger
marketing a urban markets
– Ability to link the market demand to the production cycles and
unique livelihoods
profession – Ability and skills to communicate and create product associations;
brand associations and utility
– Ability to design, develop and manage service models that are
user friendly and appropriate – both in urban markets and in rural
markets
Thank you! – Any questions?