Escolar Documentos
Profissional Documentos
Cultura Documentos
Submitted by:
•Deep Shikha(08)
•Siddharth Iyer(10)
•Jaimin Patwa(19)
•Jharna Tinani(26)
Rural
MACRO SCENARIO
Rural Market Has Arrived
742 million people
Rural is bigger than urban
FMCGs 53%
Durables 59%
Estimated annual size of the rural market
FMCG Rs 65,000 Crore
Durables Rs 5,000 Crore
Agri-inputs (incl tractors) Rs 45,000 Crore
2 / 4 wheelers Rs 8,000 Crore
Total Rs 1,23,000 Crore
Consuming
Rs 45,001- 215,000 2.7 5.8
Class
(percentage)
House
1981 1991 2001
Type
Pucca 22 31 41
Semi- pucca 37 36 36
Kuccha 41 33 23
Infrastructure Improving
Rapidly
In 50 years only 40% villages connected by
road, in next 10 years another 30%.
53
41
26
21
14
IN RURAL
Issues In Rural
Distribution
Understanding the rural consumer
Communication
Poor infrastructure
Distribution of Villages Hardly any
shops in these
Population No of villages % of total villages2.3 lac villages
*10 lakh+ : 27, 5-10 lakh: 42, 1-5 lakh: 354 Source: Census 2001
Insights
Traders,Small Farmers
Marginal Farmers
Laborers, Artisans
16 languages
State wise variations in rural demographics
Literacy (Kerala 90%, Bihar 44%)
Population below poverty line (Orissa 48%,
Punjab 6%) Source: Planning Commission, GoI
MYTH 2: Disposable income is
low
REALITY