Rural India presents many opportunities and challenges for brands and marketers; Anugrah Madison’s Sunny Vohra, Aparna Tandon and Pallavi Patil explain how to approach an evolving market.

Why it matters

Rural planning requires a strategic perspective – not an ad hoc or copy-and-paste response as every business is unique with different marketing goals – and brands need a robust go-to-market approach that can “Radar” or reach, acquire, distribute, account and retain.

Takeaways

• Marketers must evaluate and prioritise each region based on social, cultural and economic factors, and media reach.
• Rural India’s diverse dialects and cultures mean that vernacular is...