Author(s) :

PRIYANSHU RAI.

Volume/Issue :

Abstract :

India's rural population, comprising over 65% of the total demographic, plays a crucial role in the nation’s consumption patterns. With increasing purchasing power, better infrastructure, and rising awareness, rural markets have become a significant area of interest for fast-moving consumer goods (FMCG) companies. Among the prominent players in this domain, Dabur India Ltd., a heritage-rich and trust-driven brand, has effectively leveraged rural marketing strategies to reach the grassroots of India. This study explores and evaluates the impact of Dabur’s rural marketing strategies on consumer buying behaviour in rural India, with particular focus on awareness, attitudes, buying frequency, and brand loyalty. The core objective of this research is to investigate how rural-specific marketing initiatives undertaken by Dabur influence the decision-making process of rural consumers. The study delves into the strategic approaches Dabur has adopted, such as product adaptation, localized promotions, pricing mechanisms, and distribution networks, tailored to the needs and limitations of rural consumers. In addition, the study assesses the extent to which these strategies have helped Dabur improve its market penetration, brand equity, and revenue in rural segments. Dabur, being a brand rooted in Ayurveda and natural health care, has long-standing credibility among both urban and rural consumers. However, tapping into the diverse and often unpredictable rural markets required customized approaches. The study highlights several such tactics, including: • Product Customization: Dabur has effectively tailored its products in terms of packaging size and pricing to suit the affordability and usage patterns of rural consumers. For instance, single-use sachets of Dabur Chyawanprash and smaller packs of Dabur Red Toothpaste have helped drive trials and repeat usage. • Affordability and Value Proposition: Competitive pricing strategies were employed to match rural price sensitivity, without compromising on perceived value. Products were positioned to emphasize benefits most relevant to rural buyers—health, longevity, and trust. • Distribution Networks: Dabur developed an extensive rural distribution network, including van campaigns and partnerships with local kirana stores, which enabled deep market penetration. The “Project Double” initiative expanded retail outreach by engaging rural sub-stockists and increasing the availability of products in remote villages. • Rural Communication and Branding: Understanding the limited reach of mass media in rural areas, Dabur used localized, vernacular campaigns and engaged directly with the community through health camps, mobile vans, street plays, and rural fairs. These initiatives helped establish trust, spread awareness, and educate rural audiences about product benefits. • Use of Influencers: Dabur’s strategy involved the use of local influencers, such as village elders, school teachers, and health workers, to build credibility. Word-of-mouth marketing played a vital role, especially for products in the healthcare and personal care segments.

No. of Downloads :

0