Rural Marketing

Seelampur Visit
Area covered: Seelampur [North East Delhi]

Saba Pur Delhi Sadat Pur Musalmanan

Saba Pur Shahdara Ziauddin Pur

Sadat Pur Gujran Mandoli

Area topography

• The places visited were somewhat similar in topography.

• It was a mixture of slums and well built houses across all the areas visited.
• The metro connectivity was moderate and nearest railway station was on an average
at a distance of about 5 km.
• Roads were very well built and in a good condition.
Images of vicinity in and around the area
 Demographic profile
Total Average
House Holds Males Females Children
population Literacy Rate

Mandoli 103,165 18,254 55,721 47,444

Ziauddin Pur 48,028 25,647 25,935 22,093 8,165 67%
Sadat Pur Gujran 42,564 23,410 19,154 8,513 63%

Saba Pur Shahdara 6,379 1,189 3,467 2,912 1,114

Saba Pur Delhi 4,567 755 2,484 2,083 672

Sadat Pur Musalmanan 110 27 63 47

Use of Technology & Observations

Very few retailers are POS machine enabled; Most of the retailers have PayTM service

Mobile and wireless penetration is also very high

Only one ATM in the main Mandoli market; similar phenomenon elsewhere

PayTM linked with current accounts, however difficulty in goods procurement

Digital and cashless payments

Consumer Side has picked up

Distributor and supplier side is still cash only

Presence of Technology
Presence of Technology ( POS machines
and Paytm availability

Unfortunately only one mobile wallet

was able to make major penetration
Distribution and brands available in the area
 FMCG Brand Presence

• Kirana store is the main format of stores present

across the Seelampur village
• Local brands manufactured in the vicinity of Delhi
• Most of these brands are of very low quality
• Distributed through the wholesale network only i.e.
there is very less or no sales force
• Margins on local brands > Margins on national
brands
Learnings

Use of technology is more of an age phenomenon

Young retailers are more prone to use of tech

Demonetisation has forced nonconformists towards use of mobile and digital

Lack of digital and financial literacy/know-how

Infrastructure is key to adaptation of tech amongst rural masses

Innovation driven by corporates

Sales and distribution innovations by FMCG

Recommendations

State support necessary in the form of

Infrastructure

Literacy and know-how (both digital and financial)

Regulations and Taxes

Incentivization and awareness generation for the rural population

(something more than lottery schemes to promote digital payments)