Paradigm Shift in Rural Marketing: A Case study of Hindustan Unilever Limited (HUL) in State of Rajasthan

Asian Resonance(P: ISSN No. 0976-8602 RNI No.UPENG/2012/42622 VOL.-8, ISSUE-2,(Part-1) April 2019 E: ISSN No. 2349-9443)

Abstract




 Mayank Kumar Agrawal 

Research Scholar, Dept. of Business Administration, University of Rajasthan, Jaipur, Rajasthan, India

With more than six lakh villages and 65% of the population, rural India has become a mass market for FMCG consumption. low per capita income, low level of literacy, low brand awareness, and inadequate communication make it more difficult for the companies in FMCG sector.Now in this scenario, there is an urgent need of the companies to look for innovative marketing strategies to enter, grow and sustain in Indian rural market. This paper attempts to uncover the strategies of Hindustan Unilever limited which have done fairly well in rural markets and also an attempt to give the companies the strategies to focus before entering the rural markets in India.

for full paper please visit below link :

http://www.socialresearchfoundation.com/upoadreserchpapers/1/289/2004220511071st%20mayank%20kumar%20agarwal.pdf


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