{"id":3081,"date":"2021-10-11T10:00:45","date_gmt":"2021-10-11T10:00:45","guid":{"rendered":"https:\/\/scoreindia.org\/blog\/?p=3081"},"modified":"2024-08-26T12:22:59","modified_gmt":"2024-08-26T12:22:59","slug":"public-relations-in-rural-india","status":"publish","type":"post","link":"https:\/\/scoreindia.org\/blog\/public-relations-in-rural-india\/","title":{"rendered":"PUBLIC RELATIONS IN RURAL INDIA"},"content":{"rendered":"\n<p>&nbsp;<\/p>\n\n\n\n<p>The rural consumer market in India is growing rapidly. In fact, its growth is faster than the urban markets<sup>1<\/sup>. Today, many Indian brands are expanding their markets to Tier III and Tier IV cities of India.<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_76 ez-toc-wrap-left counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/scoreindia.org\/blog\/public-relations-in-rural-india\/#Table_of_Contents\" >Table of Contents<\/a><\/li><\/ul><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-1'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/scoreindia.org\/blog\/public-relations-in-rural-india\/#How_has_PR_played_an_important_role_in_expanding_markets_in_rural_India\" >How has PR played an important role in expanding markets in rural India?<\/a><ul class='ez-toc-list-level-2' ><li class='ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/scoreindia.org\/blog\/public-relations-in-rural-india\/#How_PR_can_play_an_important_role_for_rural_markets\" >How PR can play an important role for rural markets?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/scoreindia.org\/blog\/public-relations-in-rural-india\/#What_are_the_challenges_for_rural_market\" >What are the challenges for rural market?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/scoreindia.org\/blog\/public-relations-in-rural-india\/#How_has_the_emergence_of_Tier_III_and_Tier_IV_cities_impacted_the_market\" >How has the emergence of Tier III and Tier IV cities impacted the market?<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Table_of_Contents\"><\/span><strong>Table of Contents<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>What is the situation of rural market in India?<\/li>\n\n\n\n<li>Are the brands eager to open their products in rural India?<\/li>\n\n\n\n<li>How the emergence of Tier III and Tier IV has impacted brands?<\/li>\n\n\n\n<li>How has the use of regional media impacted?<\/li>\n<\/ul>\n\n\n\n<h1 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"How_has_PR_played_an_important_role_in_expanding_markets_in_rural_India\"><\/span>How has PR played an important role in expanding markets in rural India?<span class=\"ez-toc-section-end\"><\/span><\/h1>\n\n\n\n<p>Companies, such as Hindustan Unilever Limited and Marico are already embracing different market models to approach rural consumers. However, for companies to succeed, it is important that they understand the rural dynamics of India. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"How_PR_can_play_an_important_role_for_rural_markets\"><\/span>How PR can play an important role for rural markets?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Rural markets are the future for Indian brands. Brands that recognize this fact are stepping up their game to gain a stronghold into these markets. In fact, rural markets are a source of enormous revenues for any business, as more than half of the Indian population lives in these areas<sup>2<\/sup>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_are_the_challenges_for_rural_market\"><\/span>What are the challenges for rural market?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>However, there are numerous challenges. First, the rural market is enormous in terms of population. The social situation of rural India is also very complex. Religion, caste, race, and class play an important role. Traditional values and customs still prevail in many parts of rural India, and so thus superstitions. Brands need to be very sensitive about these parameters. To successfully reach a rural market, brands have to communicate with the masses in their local language and associate themselves with them and their cultures. Utilizing the rural media, and communicating with the masses in their vernacular languages can be of great help.<\/p>\n\n\n\n<p>Furthermore, the income levels of these consumers are also relatively lower than urban consumers, but they are very conscious of the value of money. Rural India doesn\u2019t have a good literacy rate too. Hence, brands also need to have an intensive personal selling effort.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"How_has_the_emergence_of_Tier_III_and_Tier_IV_cities_impacted_the_market\"><\/span>How has the emergence of Tier III and Tier IV cities impacted the market?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>According to a report by Maharashtra Media<sup>3<\/sup>, we see the emergence of a new trend: the emergence of a new class in Tier III and Tier IV cities of India. This is due to the success of the agricultural programs initiated by the government. These set of buyers are enthusiastic and want to experiment with their purchase decisions. They consume a variety of products and have a higher purchasing power. Brands should also target this new class.<\/p>\n\n\n\n<p>According to the author, R.V Rajan<sup>4<\/sup>, \u2018it is important to understand the rural consumer to get your message across to him\u2019. Rajan believes that any form of rural communication that may have a national strategy, should be thought about and acted upon locally. As we saw, this couldn\u2019t have been truer.<\/p>\n\n\n\n<p>&#8211;<strong>Dikshita<\/strong><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"alignleft\"><img loading=\"lazy\" decoding=\"async\" width=\"150\" height=\"150\" data-src=\"https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2021\/03\/1..-150x150.png\" alt=\"\" class=\"wp-image-3073 lazyload\" data-srcset=\"https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2021\/03\/1..-150x150.png 150w, https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2021\/03\/1..-150x150-146x146.png 146w, https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2021\/03\/1..-150x150-50x50.png 50w, https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2021\/03\/1..-150x150-75x75.png 75w, https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2021\/03\/1..-150x150-85x85.png 85w, https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2021\/03\/1..-150x150-80x80.png 80w\" data-sizes=\"(max-width: 150px) 100vw, 150px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 150px; --smush-placeholder-aspect-ratio: 150\/150;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" width=\"150\" height=\"150\" src=\"https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2021\/03\/1..-150x150.png\" alt=\"\" class=\"wp-image-3073\" srcset=\"https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2021\/03\/1..-150x150.png 150w, https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2021\/03\/1..-150x150-146x146.png 146w, https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2021\/03\/1..-150x150-50x50.png 50w, https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2021\/03\/1..-150x150-75x75.png 75w, https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2021\/03\/1..-150x150-85x85.png 85w, https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2021\/03\/1..-150x150-80x80.png 80w\" sizes=\"(max-width: 150px) 100vw, 150px\" \/><\/noscript><\/figure><\/div>\n\n\n<p><strong>Dikshita&nbsp;is an Alumna of the Class of 2020 of PG Programme in PR and Corporate Communications at SCoRe, Mumbai.<\/strong>&nbsp;Hailing from Golaghat, Assam the idea of communication has always intrigued her. After her education in International Studies, she chose to pursue Public Relations. She is a team player and an active learner.<\/p>\n\n\n\n<p>She can be reached at&nbsp;<a href=\"https:\/\/twitter.com\/dikshita__\">@Dikshita__<\/a>&nbsp;on Twitter and as&nbsp;<a href=\"https:\/\/www.linkedin.com\/in\/dikshita-kaushik-068a74141\/\">Dikshita Kaiushik<\/a>&nbsp;on LinkedIn<\/p>\n","protected":false},"excerpt":{"rendered":"<p><span class=\"excerpt-hellip\"> [\u2026]<\/span><\/p>\n","protected":false},"author":1,"featured_media":3766,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-3081","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>PUBLIC RELATIONS IN RURAL INDIA - SCoRe Blog<\/title>\n<meta name=\"description\" content=\"The rural consumer market in India is growing rapidly. 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