Rich New World: Re-connecting with rural India

This paper demonstrates how a cultural model was constructed and applied to gain a textured understanding of the new age Indian rural consumers (including the "rural rich") whose lives are significantly different from traditional (poor) rural consumers.

Rich New World: Re-connecting with rural India

Rajaram SenapatyLG Electronics IndiaSandeep Dutta and Kashmira ChadhaTNS India

INTRODUCTION

Rural markets are emerging as the new haven for marketers driven by a strong desire to grow and expand their playing fields. Going rural is the new mantra in the Indian corporate world. LG, a leading player in consumer electronics in India, sees a high growth potential for Colour TVs (CTV), Refrigerators and Washing Machines amongst the new generation of richer, knowledgeable and upwardly mobile rural consumers. Hence, LG felt the need to explore and understand the lifestyles...

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