Technology Enabled Marketing in Indian Rural Segment – Scope and Challenges for the Retailing Firms

Abstract

Rapid speed of technology in every facet of economic, social, cultural & political life, produce efficiency , reduce costs and yield more financial gains. Marketing to rural segment has become the strategic mantra of most business houses in 21st century. Technology enabled marketing has brought about a paradigm shift in the buying patterns and lifestyle of rural consumers in India. Several corporate giants like P&G , Nokia, Godrej, HUL, ITC and are discovering cost effective & innovative models of rural marketing. The primary purpose of the paper is to focus on recent trends in rural retailing in India for promoting and distributing superior quality products and services in the global competition. This paper tries to focus on innovations in rural retailing. The scope of the study is limited to the area of rural retail sector. Based on the data collected through secondary sources, this paper makes an evaluation of the extent of innovativeness of Indian retailers for strengthening rural marketing.

Keywords

• global competitiveness
• technovation
• growth inclusivity
• rural mindset