Go rural

The potential of the rural market in India is huge. Even after all these years of studying and understanding the rural consumer, distribution channels still remain one of the biggest challenges of working in rural India. When compared to the consumerist urban society, the rural consumer's choices are need driven first, which results in him being a thrifty cost-conscious buyer. There is a conscious effort to spend less but this doesn't mean good quality products don't get picked up. In fact the rural market absorbs huge amounts of products and in certain categories they are faster than their urban counterparts. A study by the National Council of Applied Economic Research (NCAER) threw up some interesting facts. The rural market accounts for:

• 53% of FMCG sales
• 59% oc consumer durables sales
• Almost 100% of agricultural product sales
  

With the current slowdown ringing death bells n several firms, the focus has shifted towards Indian villages and custom made products to suit these consumers are being sold. This is a good sign. Like I said in the beginning, Indian rural consumer holds a lot of potential and is worth a look.

India's rural inventors drive change

Mansukh Prajapati invented a first-of-a-kind refrigerator that is made out of terracotta, works without electricity, costs US$53 and is selling in the thousands. It's a sample of an innovation wave from rural and small-town India enriching the world with common-sense products.

Anil Gupta, a professor at India's premier business school, the Indian Institute of Management, Ahmedabad, leads a pioneering tribe of technocrats working for no-frills change at the mass level, by harnessing knowledge wealth from economically weaker sections of society.

"Being economically poor does not mean being knowledge-poor," Gupta told Asia Times Online. "But the poor who are at the bottom of the economic pyramid are often considered as being at the bottom of the knowledge pyramid as well. Nothing could be further from the truth."

To prove the truth that wisdom does not depend on university degrees, Gupta's 21-year-old Honey Bee Network has compiled an unprecedented database of 140,000 innovations created by farmers, villagers and small-town inventors. Many have no formal education or technical training. Teams of Honey Bee volunteers scout across India to hunt out local innovations, inventions and traditional knowledge practices.

The Honey Bee Network of rural and small-town inventors, academics, scientists, entrepreneurs, policymakers and volunteers gather, pool, develop and share know-how from a mass-based, much-ignored source. India's heart beats in its villages, and the country is entering a phase of listening to its heartbeat.

Read full article here.

Much to be done

K. Seetha Prabhu examines Financial Inclusion as a path to rural recovery in WSJ... read on...

To be sure, the global financial crisis and related emerging issues such as the large scale return of migrants who have lost their jobs in towns, prospects of a drought in many parts of the country due to insufficient and irregular rainfall, and the continuing rise in the prices of commodities for daily consumption have cast a shadow on prospects of rapid growth that is difficult to ignore.

In these times of distress, what could have offered succor is a well-established and functioning financial sector that offers a range of products suited for the rural clientele and enables and supports those with meager incomes to tide them over tough times and secure their livelihood. The crisis may offer just the incentive needed to forge a much more active financial sector that will lead a resurgence of the rural sector and, in turn, the entire economy.

There is much to be done. While India aggressively pursued bank nationalization way back in 1969 to widen the reach of banks leading to a network of around 70,000 bank branches, the country continues to flounder on all the indicators of financial inclusion - ease of access, availability and usage of the formal financial system. The overall reach of the banking system has been unsatisfactory. The latest report of the Reserve Bank of India, released last month, indicates that only 59% of the adult population has bank accounts. For the insurance sector the picture is dismal. The insurance density ratio -- defined as the volume of premiums to population -- was only 33.2 in India in 2006. In Europe, it is over 30 times higher.

In rural India, the picture is even grimmer. The RBI study shows that among the 89.3 million farmer households in the country, more that half do not access credit either from institutional or non-institutional sources. Only 27% of farm households borrow from formal sources of credit. Despite several measures to expand banking services to rural areas, rural branches of banks continue to be avenues for deposit collection rather than the active deployment of credit for productive use. The cooperative banking system is also in a state of disarray which limits its reach. In 2006, around half of the Primary Agricultural Credit System, which comprises grass-root-level institutions catering to the credit needs of farmers, was loss-making and the situation has only deteriorated further since. The situation in the poorer states with larger rural populations is even worse.

Networking to eliminate middlemen

TOI reports that Chennaiites can look forward to buying all kinds of farm-fresh vegetables in their neighbourhood itself, directly from farmers, in the near future. With a view to eliminating the role of middlemen and commission agents, a cluster of farmers' associations in and around Dharmapuri are planning to reach out directly to customers, especially in cities like Chennai, Coimbatore and Kochi.

"When the retail price of vegetables in Chennai hover around Rs 30 per kg and the wholesale price ranges from Rs 15 to 18 per kg, we farmers get hardly Rs 6 to Rs 7 per kg at the farm. The commission agents make more money than us. They buy from us at Rs six per kg and sell at Rs 14 to 15. Hence, we had to evolve a formula to target the customers directly. Cities will consume whatever quantity we produce and hence there is no need to worry about unsold stock. Further, we can sell at Rs 5 to Rs 10 less per kg than the price at which other retailers sell and still make a lot more money."

He said the idea was to rope in as many farmers as possible into the fold and generate enough resources to establish the network. "We are looking at enrolling more than 1000 farmers. In Dharmapuri district alone, we have more than 1000 active farmers engaged in precision farming the latest technology adopted in vegetable farming - methods. But our network will cover several other districts as well and we will be able to supply all types of vegetables. We hope to hit the market by March-end."

Rural India buying

Data released by market researcher ORG-GFK on Thursday showed that television sales rose 29.3% to 10.3 million sets, while growth in refrigerator sales was 12%. Washing machines sales grew 15% while microwave ovens and air conditioners grew 26% and 17%, respectively.

Industry officials say the growth is on the back of entry-level products and largely driven by rural and semi-urban markets. “Acceptance of branded products in the rural market, which is largely driven by first-time purchases and replacement, has resulted in higher sales of entry-level products,” said Samsung India Electronics deputy managing director Ravinder Zutshi.

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