Profiling Indian rural markets for supply chain management Online publication date: Tue, 29-Jul-2014
by K. Sunil Kumar; A. Subash Babu
International Journal of Procurement Management (IJPM), Vol. 7, No. 4, 2014
Abstract: The Indian rural market is set to become a billion dollar market in the years to come. With over 70% of the economy centred on the rural parts of the country, the marketers are now seeking ways to address this issue, as immense potential is latent in the rural parts of the country. In order to understand the rural supply chain (RSC) better, an attempt was made to identify the factors that are pertinent in the Indian context. After identifying these factors, data was collected pertaining to various dimensions that would provide an indication to these factors. The data was collected for rural regions of the major states in India. The data for the rural districts of a particular state was also collected as a sample so as to conduct a focused study. Appropriate tools were used to group the states of the country and the districts of that state. The results thus obtained would help marketers to evolve strategies looking at the communalities involved among the rural regions, the details of which are presented in this paper.
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