Untapped potential
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Indian Management; 56(10) Oct 2017Summary: The rural consumer growth story presents one of the biggest opportunities for businesses to expand their footprint to new geographies and markets. While several corporates have established a firm footing, startups too are investing to claim a share of the pie—about three billion consumers. In this exclusive to Indian Management, Vijay Mahajan, John P Harbin Centennial Chair in Business at the McCombs School of Business, University of Texas and author of Rise of Rural Consumers in Developing Countries, talks about the forces boosting rural prosperity, shifts in consumption patterns, and the need for marketers to understand that aspirations are same across markets, whether rural or urban.
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Articles
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Main Library | Available | AR16389 |
The rural consumer growth story presents one of the biggest opportunities for businesses to expand their footprint to new geographies and markets. While several corporates have established a firm footing, startups too are investing to claim a share of the pie—about three billion consumers. In this exclusive to Indian Management, Vijay Mahajan, John P Harbin Centennial Chair in Business at the McCombs School of Business, University of Texas and author of Rise of Rural Consumers in Developing Countries, talks about the forces boosting rural prosperity, shifts in consumption patterns, and the need for marketers to understand that aspirations are same across markets, whether rural or urban.
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