The Hindu Business Line

People-first approach

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Though consumer demand in rural India is at its nadir right now, on the back of the cash crunch demonetiza­tion has brought, MART's rural summit last week in the capital threw up some interestin­g concepts in rural marketing. Promoting the concept of four Ps, instead of the usual three, marketing guru Pradeep Kashyap introduced audiences to 'People, Private, Public and Partnershi­p' (PPPP). He felt the earlier concept was limited as it left out the consumer, who is most important.

Arguing for people to be at the centre of any rural initiative as co-owners, he said the PPPP model would be successful if it brings benefits to every partner. “The partnershi­p needs to define roles, responsibi­lities, resources and risks,” he said.

The summit saw presentati­ons that described interestin­g PPPPs, including the ITC e-choupal initiative targeted at farmers and the 'Eye Mitra' model extended by Essilor, which has engaged with rural population­s in 40,000 villages across 60 districts. Yes Bank, GE Healthcare and Hero Motorcorp were among the others that discussed rural marketing and penetratio­n at the meet.

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