ISSN (Print) - 0012-9976 | ISSN (Online) - 2349-8846

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Penetrating the Countryside

Penetrating the Countryside UNTIL a few years ago the chief interest in rural India was in production of food. More recently, the wide publicity given to social control of banks and the consequent drive for rural banking and, more important, the rather sudden improvement in agricultural productivity in some areas have raised interest in rural markets for urban industrial products. The new-found interest in rural markets is also the result of the dramatic improvement in the terms of trade in favour of the rural areas. While much has been said about the tremendous potential of rural markets and of the need for manufacturers to organise for rural marketing, the mechanics of doing this have not so far been spelt out. It is in this context that the speech of the Chairman of Hindustan Lever on ''Rural Marketing in India" at the company's Annual General Meeting comes as a refreshing change. (For text of the speech, see issue of May 3, 1969, p 780.) The speech relates some of the experiences of one of the few organisations in the country that have penetrated rural markets with consumer products.
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