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Rural India has changed

 Facts

 83% travel to nearby cities to make bigger purchases

 71% rural customers want brands and 59% see them
trustworthy
 55% buy on need basis
 51% want to increase spend on education and 49% on
healthcare
 50% of rural economy is non agricultural with far bigger
per capita spending than agricultural households
 Rural India:
Customer segments

Steady
Traditionalist
Climbers

Young
Advocates
Enthusiasts
 Rural India:
The new green urban

 High number of first time buyers of bikes and mobiles

 Higher CAGR of GDP than Urban India since 2000 (6.2% as
compared to 4.7%)
 Increasing disposable income
 Increasing infrastructure and connectivity
 Higher spends than urban areas ($69 billion as compared
to $55 billion from 2009 to 2012)
 Rural India:
The new green urban
Our brand identity
Love & purity
 The value proposition
Natural solutions for your mind, body &
soul
Information Insight
The digital footprint
 The data discoverer

A 26 year old businessman who lives

with his family in Mandvi village,
Gujarat, and has a milk & food
business. The Internet has
transformed his life by changing
the way he plans his travel‘ and entertainment and
receives information. Besides the usual entertainment his
smartphone provides, he is booking his travel
tickets, hotels, checking stock prices and shopping for products
like Soulflower
We are different!
 We listen to what isn’t said!

Hair problems
Skin problems
(balding)

Data

Climate Life events

 A brand that stands out!

 Connect personally using technology to provide solutions

 Educating them about the various solutions and how to buy
them online
 Product suggestions based on zodiac signs, skin type, hair type,
climate and life events
 Segregated customers on basis of buying patterns: Needs or
aspirations.
 Focus on the features & benefits of our products, apart from the
quality
 Understanding their needs & wants : Beard & moustache roll on,
Puja oil
 The outcome: Delight!

Cater to
aspirations

The urban
experience
#RuralDigitalRevolution
 The Emotional Bond:
A story of love

 Our customers’ birthdays bring a smile on the face of an

underprivileged child
 We send gifts from our end and good wishes from the
customer’s end on their birthday
 The result: happiness, love and an emotional bond, with
our customers as well as the children
 Through this effort, we convey the story of our brand
 References

 www.yourarticlelibrary.com
 www.rediff.com
 preservearticles,.com
 neilsen.com
 Accenture
 BCG
 Google
 IMF
 Dazeinfo
 Business standard
 Infoplease
 Wikipedia
 ibef