World Trade Centre Bhubaneswar in association with Centre for Agri Management, Utkal University organized a Conference on “Rural Marketing” here on Friday, 10th November 2017 at P.G. Council Hall, Utkal University. The conference presented a platform for industry experts from FMCG sector to talk on various aspects of rural marketing in India. 

Addressing the august audience Mr. Piyush Agarwal, Director, Agarwal Spices & Food Processors Pvt. Ltd. gave an insight on the “Branding & Promotion Strategy for Rural consumers”. While encouraging entrepreneurship he deliberated that the enterprises which focus on rural markets should consider certain vital and basic facts before venturing into it; “identification and a thorough understanding of the market in terms of realizing ground level issues and adoption of a problem solving product or service accordingly are the key factors” he added. He further deliberated that rural markets are fragmented and do possess a robust consumption pattern as a result of which the successful brands have a lifetime existence with such consumers. 

Mr. Prabhar Choudhury, Head Market Dynamics, Aranyak EcoHarvest Pvt. Ltd., in his address while talking about “Market Linkages” presented a detailed case study of his organization on various models of rural and urban market linkages which the organization has been successful in establishing. He emphasized on creation of synergy through convergence & partnerships as the key for establishing the necessary linkages between the rural products and urban consumers and vice versa. 

Deliberating on the “Emerging Issues in Marketing of Consumer Products in Rural Areas” Mr. Akshay Kanungo, Senior Consultant, MART through his presentation highlighted various critical areas such as consumption patterns, influence of wider reach of media and telecommunication services which has provided information to India’s rural consumers and is influencing their purchase decisions, development of a broader notion of value provided by products and services which involves aspects of price combined with utility, aesthetics and features, and not just low prices.

Mr. Jatindra Mishra, Head, Center for Agri Management, Utkal University while presenting the opening remarks gave a macro view of the rural markets in India. He further highlighted that it is the FMCG and Agriculture sector which significantly contribute to the increasing rate in rural consumption of urban products. 

Earlier in her welcome address Ms. Nimeshika Natarajan, Manager, World Trade Center Bhubaneswar took the opportunity to welcome all the delegates and introduced the industry experts to the esteemed audience. She further shared that World Trade Center Bhubaneswar feels highly encouraged to conduct more of such informative programs in its constant endeavour to educate and cultivate local trade and industry while working towards the growth of the economic portfolio of the state. 

A lively Q&A session added much more learning and encouragement to the participating delegates and apprentices. 

In Photo (L-R): Ms. Nimeshika Natarajan, Mr. Jatindra Mishra, Mr. Prabhat Choudhury, Mr. Akshay Kanungo, Mr.Piyush Agarwal