Rural India has proved to be an enigma for many a brands. Millions of ad dollars are being spent and lost in this battleground by every brand worth its salt. Stories and myths about size, nature, potential and culture of rural markets flood B-School case studies. Yet, its a territory that remains elusive.
Ground realities of rural market are often divorced from assumptions and studies. For example, the literacy rate of rural India is claimed at 57.6%, however, the real rate could well be in low 40 percents. These people do not own TV sets and have no access to FM radios. Culturally, rural India finds its icons in the Bollywood heros of early 80s and not in the Khans.