Challenges In Rural Advertising


Our nation is endowed with a great diploma of ethnic and regional variety. About three-fourth of the full inhabitants resides within the rural areas and majority of them are dependent upon agriculture for his or her subsistence. Agriculture contributes about 24.7% to the Gross Home Product (GDP) of the nation. It additionally contributes about 13.1% to the full Indian exports. This sector offers employment to 58.4% of the nation’s workforce and livelihood to greater than 650 million folks. Regardless of this truth, the situation of those folks has not proven any vital enchancment.

The event of the nation largely relies upon upon the event of the agricultural inhabitants. Mahatma Gandhi had as soon as mentioned: “India’s means shouldn’t be Europe’s. India shouldn’t be Calcutta and Bombay. India lives in her a number of a whole lot of villages”.

Rural Market Potential

India is an agro-based financial system and the expansion of many of the different sectors of financial system is pushed by rural demand. City market is reaching in direction of the saturation level, thus bringing in and pressing must deal with rural improvement. Furthermore, greater than 70% of India’s inhabitants lives in villages and constitutions an enormous marketplace for trade due to growing disposal incomes and consciousness degree.

Compared to simply 5,161 cities in India there are 6,38,365 villages in India. This in itself is an indicator the place the actual India resides. Firms are realizing slowly however absolutely that the important thing to realize true market management lies in tapping the agricultural potential. Nonetheless, the agricultural sector in India suffers from completely different sorts of issues. Some areas are having sufficient cash however their degree of consciousness and therefore consumerism may be very low. However there are a lot of areas the place financial empowerment, training, well being and so forth., are main issues.
What’s rural advertising

Whereas there’s a massive development within the city market, the agricultural or latent market is but to be tapped, and has an unlimited potential for development. A rural market might be outlined as any market that exists in a space the place the inhabitants is lower than 10, 000. The agricultural market in India is scattered and unfold over a large geographical space. Indian market is split into city and rural markets.

o City market is flooded with low demand.

o Rural market witnesses a excessive demand It is the agricultural phase of market that contributes extra revenue than its city counterpart. Rural advertising broadly entails reaching prospects, understanding their desires, provide of products and providers, and finally satisfying shoppers, resulting in extra gross sales. The overall impression is that solely agricultural inputs like seeds, fertilizers, pesticides, cattle feed and agricultural equipment have a possible for development within the rural market. Nonetheless, there’s a rising marketplace for client items now. It has been estimated the agricultural market is rising on the charge of 5 instances its city counterpart.

Challenges in Rural Advertising

Although rural markets are an enormous attraction to entrepreneurs, it isn’t simple to enter the market and take a sizeable share of the market, within the brief time because of the following causes.

Low Literacy

There usually are not sufficient alternatives for training in rural areas. The literacy degree is as low (36%) when in comparison with all- India common of 52%.

Seasonal Demand

Demand for items in rural markets relies upon upon agricultural state of affairs, as agriculture is the principle supply of earnings. Agriculture to a big extent relies upon upon monsoon and, subsequently, the demand or shopping for capability shouldn’t be steady or common.


Many rural areas usually are not linked by rail transport. Kacha roads grow to be unserviceable through the monsoon and inside villages get remoted.


An efficient distribution system requires village-level shopkeeper, Mandal/ Taluka- degree wholesaler or most well-liked vendor, distributor or stockiest at district degree and company-owned depot or consignment distribution at state degree. The presence of too many tiers within the distribution system will increase the price of distribution.

Communication Issues

Services similar to phone, fax and telegram are relatively poor in rural areas.

Conventional Life

Life in rural areas continues to be ruled by customs and traditions and other people don’t simply adapt new practices. For instance, even wealthy and educated class of farmers doesn’t put on denims or branded footwear.

Shopping for Selections

Rural shoppers are cautious in shopping for and selections are sluggish and delayed. They like to provide a trial and solely after being personally glad, do they purchase the product.

Media for Promotions

Tv has made an important impression and huge viewers has been uncovered to this medium. Radio reaches massive inhabitants in rural areas at a comparatively low value. Nonetheless, attain of formal media is low in rural households; subsequently, the market has to undertake particular gross sales promotion actions in rural areas like taking part in melas or gala’s.

Profession in Rural Market

Whereas rural advertising gives a difficult profession, a rural gross sales particular person ought to require sure {qualifications} and specialised expertise.

Cultural Components

Tradition is a system of shared values, beliefs and perceptions that affect the habits of shoppers. There are completely different teams based mostly on faith, caste, occupation, earnings, age, training and politics and every group exerts affect on the habits of individuals in villages.

There’s a perception amongst rural folks that have is extra essential than formal training and so they respect salespersons who can supply sensible options to their issues. Due to this fact, it’s fascinating that gross sales individuals, particularly those that have been introduced up in cities are given an intensive coaching consisting of each idea and sensible features of village life. The coaching will assist these gross sales individuals to align themselves with the market realities and cool down easily of their jobs.

Rural market has an amazing potential that’s but to be tapped. A small improve in rural earnings, leads to an exponential improve in shopping for energy.

Future Traits

Markets which aren’t in a position to face the stiff competitors posed by MNCs, can restore their income within the rural sector. The market share of city market when in comparison with the agricultural market is low, therefore if Indian industries focus on rural markets their gross sales will improve. If rural markets are introduced into the limelight of improvement, they pave method to prosperity. Prosperity of India lies within the prosperity of each Indian, therefore no rural phase ought to be left untapped.

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