The definitive rural market insights book by TheAgence

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‘Mujhko Bhi Tarqeeb Sikha De Yaar Julahe’. ‘Julaha'(Weaver) is the quintessential skilled craftsman of the village folklore since ages, a man who specializes in the fine art of weaving that runs in the family for generations. He epitomizes the art of fine weaving. What best can a title be for a book other than ‘Mujhko Bhi Tarqeeb Sikha De Yaar Julahe’ that tells the insights of rural life and behavior patterns from the eyes of someone who has been there and done that. Replete with myth busters and sprinkled with our own experiences in rural marketing this book was an instant hit at the The fifth indian rural marketing strategies conference held at Mumbai from 18th to 20th July 2012 which TheAgence was a co sponsor.This book explores the reasons for certain key rural patterns and their implications on ground marketing realities.

An excerpt from the introduction

Rural consumer is less exposed than his urban counterpart and he does recognize the fact as it is. Affluent classes in rural India aspire for urban experiences. Getting clothes stitched from ‘Shahr ka tailor’ is a matter of pride. Even getting a haircut or going to a restaurant in a town are the highlights of rural simpleton’s social life. He believes in his urban experiences and what they cost. Really a Dr. Jekyll. Because he is aware of the shortcomings of his experiences, exposure and milieu, he does harbor an insecurity deep within. To protect Dr. Jekyll within, Mr. Hyde manifests. He is a hard bargainer, sometimes to the brink of incredulity. He needs better and bigger bargains and will not settle for anything less. ‘Gaon wala samajh rakha hai kya’.

A small handbook that opens up new thinking markers in your strategy. Send us a mail today at sendme@theagence.com to get yourself a  hardcopy mailed if you happen to talk to Johnney paul at TheAgence.
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