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FMCG Companies Step Up Marketing Efforts In Rural India

July 14, 2013: 12:00 AM EST
Consumers in rural India have become increasingly important to fast moving consumer goods companies like Hindustan Unilever and Dabur India, despite the fact that spending has slowed in that market. To revive sales, HUL created Project Shakti, which armed 40,000 Ammas with a basic smartphone that can take and bill orders, manage inventory and stay informed about company promotional offers. Dabur India’s strategy involves the use of word-of-mouth advertising to get rural consumers to sample products and experience their benefits. The company also used local  fairs and melas (Hindu pilgrimages) during the harvest seasons when people have more money to spend.
Bhavana Acharya, "Dabur India, Hindustan Unilever’s tech route to rural markets", The Hindu Business Line, July 14, 2013, © The Hindu Business Line
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