Chapter 9_ Small is Big - Consumer India_ Inside the Indian Mind and Wallet

14/02/2015 Chapter9:SmallisBigConsumerIndia:InsidetheIndianMindandWallet

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CHAPTER 9

SMALL IS BIG

THEGROWTHOFTHESMALLTOWNANDRURALMARKETS

ChargedwithPotential

IndialivesinitsvillagessosaidMahatmaGandhi.ItisnowwellknowninthemarketingandbusinesscommunitiesthatthepotentialofIndialiesbeyonditstopmetropolitanareasandthoseatthetopoftheincomepyramid.SmalltownandruralIndiaareemergingasthenextfertilegroundnotonlyforconsumptionbutalsofortalent.MuchofthegrowthacrossseveralcategoriesintheIndianeconomyiscomingfromtheseregions.ItscertainlynotonthestrengthoftheurbanareasalonethatIndiapostedaGDPgrowthrateof5.8percentinthe

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lastquarterofthefiscalyear20082009,comparedwithexpectationsofalessthan5percentgrowthrate.ThesavioroftheIndianeconomyinrecenttimesofglobaldepressionhasbeenitsdomesticeconomy,poweredtoalargeextentbyagriculture,whichgrew2.7percentduringthelastquarterofthefiscalyear20082009whilemanufacturinggrowth

turnednegativeat1.4percent. 1

Theincreaseinruralpurchasingpowerisreflectedinruralgrowthinanumberofcategories.Forexample,forthefiscalyear2009(April2008throughMarch2009),ruralvolumegrowthforfastmovingconsumergoods(FMCG)wasestimatedtobe5to12percenthigherthanurbangrowthin

manyothercategories. 2

Already,Indiastelecomsectorislookingtotheseareasforitssustainedgrowth.Bytheendofthefirstquarterof2009,thenumberofmobilesubscribersfromruralIndiahadsurgedpastthe100millionmark.AccordingtotheTelecomRegulatoryAuthorityofIndia(TRAI),thistranslatesintoagrowthof18percentoverthelastquarterof

2008. 3 Industryestimatessay



that70percentofallnewsubscribersofmobiletelephony

willcomefromruralareas. 4

AllindicatorsofincomeandconsumptionsuggestthattheruralandsmalltownregionsofIndiaarepoisedtopoweraneweconomicboom.Withanestimated72percentofthetotalhouseholdsinIndia,theruralmarketcomprisesroughly720millioncustomers.Thesizeismeaningfulbecauseitsbackedbyincome.ThetotalincomeinruralIndiaisexpectedtogrowataCAGRof12percent,fromaround$220billionin20042005to$425billionby20102011.Thenumberofruralhouseholdsusingbankingservicesandcreditcardsabout42millionactuallyoutnumberstheir27millionurbancounterparts.Similarly,ruralIndiahassome41millionKisancreditcardholders,comparedwith22millioncardusersin

urbanmarkets. 5 Intermsoftheirpotential,manysmalltownsarehigherontheHouseholdPotentialIndex(HPI)thantheirmetrocounterparts.BasedonthedataofIndianReadershipSurvey(IRS),HPIindicatestheamountofdisposableincomeand



purchasingpowerofahousehold.Themeanindexfortownswithpopulationsoffewerthan500,000instatessuchasGoa,Punjab,HimachalPradesh,andKeralastandsat24points,higherthantheallIndiaaverage

of22. 6

Take,forexampleTitan,thewatchmanufacturingventureoftheTataGroup.Fiftypercentofitssalescomesfromthetop10townswhile35percentcomesfromtownsrankedeleventhto

onehundredth. 7 TitanhaslaunchedanewlineofplasticwatchescalledSuperFiberasapartoftheirmassmarketbrandSonata.Notsurprisinglyforaproductaimedatthenewcustomersegment,theentireSuperFiberlineispricedbelow$10.ThecompanyexpectsittoplayakeyroleindoublingSonatassalesfrom5millionwatchesayearatpresentto10millionwatchesperyear,over

thenextthreeyears. 8

TitanisnottheonlybrandinnovatingforthismarketITChasdoneanextensiveexperimentwitheChoupal,anITenabledplatformforagriculturalinformationandbuyingandsellingof



agriculturalproduce.NokiahaslaunchedNokiaLifeTools,arangeofagriculture,education,andentertainmentservicesdesignedespeciallyforconsumersinsmalltownsandruralareas.Therearemanyotherexamplesofinnovationsandinitiativesespeciallydesignedtotaptheruralmarkets.Godrejlauncheditssoapsinsmaller50grampacks,CocaColasuppliedlowcosticeboxestomakeupforthelackofthereliableelectricsupplyrequiredforrefrigerators,andPhilipsinnovatedwithalowcostsmokelessstoveintheirpursuitofthehinterlandmarket.Clearly,theruralandsmalltownIndianmarketissimmeringwithpotential.

Marketersarewellawareoftheneedtoinnovatetheirproductsandservicestocapturetheattentionandmeettheneedsofruralmarkets.ButIndiaA(theurbanaffluentIndia),whichmarketstoIndiaB(theruralhighpotentialIndia),unfortunatelyhasastereotypicalunderstandingofthisworld.ThequintessentialruraladdonebymarketersinMumbaishowsaturbanedfarmersittingonatractor,withhiswifeinayellowtopandbluesalwaar(loose



pajamaliketrousers),amidgreenricepaddyfieldsthetypicalMumbaiconceptionofruralIndia.MumbaihasremainedtoofarfromMidnapur(asmalltowninWestBengal),notjustphysicallybutalsomentally.ButtheforcesofchangethathaveaffectedourlivesinurbanIndiahaveaffectedruralIndiaaswell.SoitscriticaltounderstandhowtheworldofsmalltownandruralIndiaistransforming.Itseasytoassumethattheseconsumersarechanginginmuchthesamewayasurbanconsumerseasy,butnotnecessarilyaccurate.

TheNewSmallTownIndia

ChakDe!India(GoForIt,India!),releasedin2007,toldthestoryof16smalltownIndiangirls,eachofthemastatehockeychampion,comingtogethertowintheworldhockeychampionship.Thecoach,KabirKhan(playedbyShahrukhKhan),steeredhisteamof16statechampions,eachwithherownidiosyncrasiesandtypicalsmalltownrawness,towintheworldchampionship.AstheIndiannationalhockeyteamtriumphedintheworldchampionship,theIndian



audiencecheeredandclapped,seeingalittlebitoftheirownselvesintheunderdogsturnedvictors.TheChakDe!IndiastoryisindeedthestoryofsmalltownIndiaanditsambitionsandtalentswinningontheworldstage.

Closertoreality,MahendraSinghDhoni,theposterboyofIndiancricket,isthefirstcaptainwhodoesnotcomefromanyofthemajormetropolitanareas.DhonicomesfromRanchiinJharkhand.ThisisnotjustDhonisstorymorethanhalfoftheIndiancricketteamtodayispoweredbysmalltownperformerssuchasR.P.Singh,VirenderSehwag,andIrfanPathan.ItsespeciallyinterestingbecausecricketwasadoptedbyIndiansasthegameoftheburrasahibs(theBritishcolonizers).LongafterIndiagainedindependence,cricketcontinuedtobedominatedbyclubsandoldboysnetworksfromthesamecollegesbelongingtocitiessuchasBombay,Madras,andDelhi.TheinfiltrationintothiselitegamebytherawtalentfromthehinterlandsisatellingstoryofhowsmalltownIndiaishittingthebigtime.



Thesmalltowninvasionisnotlimitedtotheworldofcricket.The2008BeijingOlympicssawatrioofIndianboxersVijenderSingh,AkhilKumar,andJitenderKumarreachingthequarterfinals.VijenderSinghwentontomakehistorybywinningabronzemedalthefirsteverOlympicmedalawardedtoanIndianboxer.AlthoughIndiasathleteswinningmedalsatOlympicsiscertainlybignewsinitself,thebiggernewsisthatallthreeoftheseboxerscomefromBhiwani,asleepytowninIndiasnorthernHaryanastate,some150kilometersnorthwestofDelhi.

Realityshows,likeIndianIdol,arealsoattractingsmalltownperformersalargenumberofitsfinalistscomingfromTier2cities.Infact,thewinnersofthe2008and2009seasonsofIndianIdolhavebeenfromsmalltowns.PrashantTamang,whowonthethirdseason,andSourabheeDebbarma,whowonthefourthseason,arefromDarjeelingandAgartalarespectively.ThesceneinBollywoodissimilar.Itsreigningheroine,PriyankaChopra,comesfromBareilly,asmalltowninUttarPradeshthe

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upandcomingactressKanganaRanautcomesfromChandigarhinPunjab.IndiantalentopportunitiesintelevisionandcinemaarebeingcapturedbysmalltownIndia.

ItissaidthatsmalltownIndianyoutharehungriertomakeasuccessofwhattheyhavesetouttoachieve.ShishirHattangadi,aformercricketer,saidonCNNIBNsFacetheNationprogramonsmalltownIndians,Ifyouseeyoungstersinmetros,theyalwayshaveanalternative.Iftheythinkacertainprofessionisnotworkingforthem,theywillchooseanalternative.However,smalltownersdonothavethatluxury.Theychooseoneprofessionandtheyknowthatthisistheiraimandfocusand

thattheyhavetogoandgetit. 9

Now,finally,thissmalltownambitionisfindinganoutlet.WhetheritsintheformofrealitytalentshowsoranMBAdegreeorajobintheaviationsectorasanairhostesssmalltownIndiatodayisfindingitsownescaperoute,ratherthanbeingcondemnedtoalifeofstruggle.

ThePowerShift:FromIndiaShiningtoBharatNirman



ThepowershifttothesmalltownsandruralareasofIndiaisnotonlyforitsbusinessandtalentpotentialbutalsoforitselectoralclout.TheBhartiyaJantaparty(BJP),whichranthenationalgovernmentfrom1999to2004,approachedthe2004electionsonthepropositionofIndiaShining.IndiaShiningcelebratedtheboomandprogressthattheIndianeconomywasthengoingthrough.Itgotthevotesoftheurbanaudience,buttheBJPsufferedahugedefeatatthehandsoftheopposingCongressparty,whichwentintotheelectionsasthechampionoftheaamaadmi(thecommonman).Lookingback,theoutcomewaspredictable.Inthegeneralfeelgoodatmosphereofoveralleconomicprogress,someoneforgottocheckhowtheotherIndiawasfeelingaboutitall.TheBJPscampaignofIndiaShiningwassaltinthewoundsofthosewhohadexperiencednotangiblebenefitsfromthegrowthandtheelectionresultsborethisout.

Congress,whichbenefitedfromtheBJPsblindnesstothegreaterIndiaoutthereandfailuretomakethemfeelincluded,hasclearlylearnedthe



lessons.Throughoutitssubsequentfiveyeartermandintoitssecondtermafterwinningamajorityinthe2009elections,theCongressfollowedapolicyofinclusivegrowth.CongressgovernmentslatestinitiativeisBharatNirman(BuildingIndia),intendedasafouryearbusinessplanforruralinfrastructure.Asstatedonitswebsite(http://www.bharatnirman.gov.in/(http://www.bharatnirman.gov.in/)),

BharatNirmanaimstounlockpotential,equalizeopportunity,andmakeruralIndiathenewgrowthopportunity.

ForsometimenowtheruralareasandsmalltownsofIndiahavelivedwithasenseofangst,ofbeingignoredanddeniedtheopportunitiesthaturbanIndiahashadaccessto.Ifonlytheyhadaccesstotheseopportunities,ruralresidentsfeel,theycouldtransformtheirlivesaswell.Theyarewellaware,throughthemedia,oftheseductivenewpossibilitiesofconsumptionandopportunitiesforearningalivelihood.Buttheyhavefoundnorealaccesstothesehighpayingjobsandalluringconsumergoods.Thusthereisafeelingofdenialandunfairtreatmentatthehandsofasystemrunbytheprivileged.



Regionalpoliticalpartieshavecapitalizedontheseinjuredfeelingsinabigway,steppinguptochampionthecauseoftheseignoredmasses.

TheBahujanSamajparty(BSP),ledbyitsPresidentMayawati,vowstofightfortherightsofthemajority(bahujan).TheirviewisthatthemajorityinIndia,whichcomprisesthelowercastes,havebeenthevictimsofthesystemrunbytheuppercasteHindus.Inthe2007UttarPradeshstateassemblyelections,BSPbecamethefirstpartysince1991togainaclearmajority.Supportedbytheunderprivilegedclasses,MayawatihasbeenthechiefministerofUttarPradeshforfourtermsasofthiswriting.

Similarly,MamtaBanerjeeoftheTrinamoolCongress(grassrootsCongress)partyisknownforheroppositiontoSpecialEconomicZonesandIndustrializationinWestBengal,whichshecontendsaredetrimentaltoagriculturalistsandlaborers.Herparty,whichsinglehandedlyforcedtheTataGroupsNanoprojectoutofWestBengal,performedextremelywellinthe2009parliamentaryelections,gaining



19seats.WestBengalhastraditionallybeenthestrongholdoftheCommunistparty.TrinamoolCongresss2009performanceisconsideredthebestperformancebyanyoppositionpartyinthestatesincethebeginningoftheCommunistregime.

Theirideologiescanbedebated,butthegrowingsuccessoftheBahujanSamajandTrinamoolCongresspartieshighlightsthefeelingofexclusioninthesmalltownsandruralIndia.ThesepartieshavecometopowerbecausetheypromisedtostandupforthelargerIndiawhofeltnobodycaredforthem.ThedesireofthoseinthissegmentofIndiansocietytobeheard,tobetalkedabout,andtobeapartofthelargerplanisevidentintheriseoftheseregionalforces.TheIndianswhoalwayscamesecondandweretreatedmuchlikethelessersibling,aresuddenlyfindingpowerofallkindsturningintheirfavoreconomicandpoliticalaswellaspersonal.Iftheirdisplayofimmensetalentonvariousfrontsisnotevidenceenough,thentheirincreasingsocialcloutcertainlyis.

UrbanversusSmallTown



versusRural

Thelinesdifferentiatingthedemographicsbetweenurban,smalltownandruralIndiaarequitefixed.Butintermsofmindset,therereallyisanurbanmindsetandaruralandsmalltownmindset.ThisisnottosuggestthattherearenodifferencesbetweenwhatconstitutesthesmalltownIndiaandwhatconstitutesruralIndiathetruthisthatamongthesmalltownsarevarioustiercitiesthatdifferquitemarkedlyfromeachother.Overall,however,themindsetsoftheruralareasandthesmalltownshavefarmoreincommonandaredistinctfromtheurbanmetromindset.

ItspossibletostudysmalltownIndiaandruralIndiaasonecontinuumthedifferencesemergeonlyattheendsofthecontinuum,withagreatercommonareainbetween.Ouranalysisofbothasawholeisappropriateatanaggregatelevel.ThebillionairesofsmalltownssuchasCoimbatoreandtheMercedesbuyersofsmalltownPunjabarecertainlyinteresting,buttheyareanomalousdatapoints,notmainstreamphenomenathat



canexplainalargermindsetorculturalshift.

AchievementDrivenYouth

ThestoryofsmalltownIndiagoingoutandwinningonthenationalstageisanimpressiveone.Thereare,however,significantchangesgoingonbackhome,inthelifeofthesmalltownsandruralareas.ThoughthechangessoevidentintheurbanareashavetouchedthispartofIndia,suchchangeismorestronglytemperedwithcontinuityoftraditioninruralIndiathanitisintheurbanIndia.Thepervasivenatureofthisfinebalancebetweenchangesinaspirationsandcontinuityoftraditionisevidentasarunningthemeinmostofthemoviesmadeforthisaudience.

TheachievementandambitionthatcharacterizetheoverallmoodofIndiatodayarealsothekeypreoccupationofruralIndianyouth.Desireishigh,especiallyamongtheyoungerones,tostandoutandbeseenaschangingwiththetimes.Theyareworriedaboutbeingbrandedasgaonwalla(ruralandhenceuncivilized).Mostofthemthereforeaspiretofind



nonagriculturaloccupationsandarekeenonacquiringvocationalskills.Thedesireforachievementisinterwovenwiththequestforsocialrecognition.Jobsinthearmyandwiththegovernmentareseenasbringingrespectabilityalongwithlongtermsafetyandstability.

Giventheirhistoryofoppressionbythepowerfulinthesystem,thesepeopleputapremiumonjobsthatconferpower.ThusjobssuchasthosewiththeIndianAdministrativeServices(IAS),whichurbanyouthnolongerfavorastheyoncedid,arestillattractivetoruralIndia.Inthe2006civilserviceexam,forinstance,moststudentsinthetop20werefromruralUP,Bihar,andSouthIndia.ThequintessentialherooftheBhojpuricinema(aregionallanguagecinemainpartsofnorthcentralandeasternIndia),forinstance,isapoliceofficer.Thepoliceuniformisthesymbolofhavingarrivedintheworld.InthefilmDarogaBabu(PoliceInspector),theprotagonistisgoingbacktothevillagetomeethisfolks.ButheisalldressedupinhisofficialuniformanddrivinghispoliceJeep.Whenaskedbyhisloveinterest,heconfessesthatgoing



backtothevillagelikethiswillmakehisfamilyandfriendsproud.

ThedesireforachievementandprogressiswellunderscoredinthecinemacreatedforruralIndia.InGanga,amoviestarringRaviKishan(aBhojpuriactor),theretailersfromthetowncomeouttogivehimacontractforsupplying4,000litersofmilkeverydayandevenpayhimanadvancesohecanacquirethebuffaloes.Elsewhereinthefilm,thecouplemakesabusinessofsellinglitti(alocaldishofBihar)inLondon.AsdepictedinBhojpuricinema,amixofnativeingenuityandnewopportunitiesiscreatinganewspiritofoptimismintheruralworld.

Unlikeearliertimes,though,opportunitiesarenotonlypresentedforthoseleavingthevillage.Theyarealsocomingtothevillage,albeitinsmallerdoses.ManyvillagesinIndiahavebenefittedfromtheboominurbanretailingandthedevelopingmarketforagriculturalbasedproducts.McCainFoods,theworldslargestproducerofFrenchfriesandotherpotatoproducts,hasundertakencontractfarmingof



potatoesonaround1,000acresinareassuchasDeesa,Vijapur,Palanpur,Himmatnagar,andAnand,tothebenefitofsome400farmersinnorthandcentral

Gujarat.10Reliance,whichhasalreadyrolledout177RelianceFreshstoresacrossmajortownsin11states,hasdrawnupplansforapresencein6,000mandi(wholesalemarket)towns,with1,600ruralbusinesshubsto

servicethem.11Addtothistheeffortsbymanyotherfoodandretailplayers,includingthemuchdiscussedeChoupalinitiativeofITC,anditsclearthatthebenefitsofaprosperingeconomyarebeginningtotrickledowntotheIndianfarmer,whoissuddenlyinagreaterdemand.

PrideinRoots

ThenewgenerationofruralIndiaisdesperatetoembracemodernityandtothem,modernityseemstocomeintheguiseofurbanness.Toachievethis,itsessentialthattheyshedthevillagerimageandlookunrural.Theyaredeterminedtodefyallnegativeassociationswitharurallife,suchasdisheveledhair,anunshavenface,anuntuckedshirt,andsoon.Onspecialoccasions,theymakeitapointtousepersonal



enhancementproductssuchasperfumes.Friendsfromthecityandmoviesarethekeysourcesfromwhichruralyouthlearnaboutfashionfads.TheyfeelthatspeakinginEnglishmakesthemlookcool,sotheytrytospeakwhatlittleEnglishtheyknow.

ThedesiretodonurbanclothesandbehaviordoesntinanywaymeanthatthesmalltownsandruralareasofIndiaarewillingtoletgooftheirroots.Infact,theyfeelstronglythattheyaretherealkeepersoftradition.RootednessisacriticalpartoftheirsenseofidentityperhapstheonlythingthatsetsthemapartfromtheirprivilegedcounterpartsofurbanIndia.Acrosstherangeofregionallanguagemovies,situationsaresetuptovalidatethegoodnessofeverythingthatsruralandrooted.InDarogaBabu,forinstance,theprotagonistfavorslittichokha(thelocalspecialty)overburgersandpizza.InonesequenceinthefilmSasooraBadaPaisawalla(MyRichFatherInLaw),acitygirlabusesacoolieinEnglishfordroppingherbags.Ourheroconfrontsthegirl,askinghernottotreatotherpeopleasinsectsjustbecauseshehashadalittle



education.Thesetupdeliberatelycontraststhegoodnessofruralcharacterwithurbaninsensitivity.

ThevillagesimpletonversusthecityslickerisalongstandingsetpieceinIndiancinema.Whetherrealityormyth,thestereotypeofwarmhearted,selflessruralpeoplestillseemstowarmtheheartsofruralIndia.InthemovieVivah,AmritaRaoplaysayounggirlfromasmalltownMadhupur.Anorphan,mistreatedbyheraunt,shealwaysrespondstoherwithkindness.Similarly,inDarogaBabutheherorefusestoacceptabribeinGanga,theprotagonistdefendstheuntouchables.Thesethemesofinherentgoodnessstillhavetheircharmfortheruralaudience,thoughtheyhavevanishedfromthemoviesmadefortheurbanaudience.Theurbanscenedepictedtodayismoreaboutmanipulation,meanness,andfindingyourwaynomatterwhat.

Onasimilarnote,thefamilyinruralIndiaisstillconsideredsomethingtosacrificefor,atleastinprinciple.Respectforeldersandtheirresponsibilityisavirtuehighlyeulogized.All



successesandachievementsarecelebratedbytouchingthefeetofelders,theritualforseekingblessings.InthemovieGanga,theprotagonisttakesresponsibilityforhismotherevenwhenhehimselfisindirecircumstances.ThesanctityofthefamilyunitisoneoftheforemostvaluesthatruralIndiawantstoholdontointimesofchange.Inthispartofthecountry,theindividualisstilllessimportantthanthecollective.

IndividualityFindsExpression

ForsometimenowmarketershaveproceededontheassumptionthatallpurchasesinruralIndiaarehouseholdpurchases.Thispattern,however,ischanging.Individualchoicesinpersonalcareproductsareemerginginthismarket.Itsnotunusualtofinddifferentbrandsofthesamecategoryunderoneroof,likeColgatetoothpastefortheyoungandDaburLalDantManjan[toothpowder]fortheparents.Consumersarebecomingfamiliarwithvariousproductsandcandistinguishamongvariouskindswhiteningtoothpasteforshine,herbal



toothpasteforprotection,andsoon.Theirpreferences,too,arebecomingcleartheywilltellyouconfidentlythatthistoothpowderisroughandthatparticularoilistoostrong.

Mediaexposureandabrushwiththeoutsideworldbywayofschoolsandcolleges,whicharegenerallyinnearbycities,arebringingasenseofindividualitytoruralIndia.Thepreferenceforpersonalcareproductsisinfluencedbywhattheyhaveseenincityshops.Theirselectionofpersonalcareproductsisexpandingtoincludemorespecificofferings,withageneralmovementfromsay,basicmoisturizingcreamssuchasHans(acommonbrandinruralIndia)tospecialpurposecreamssuchasNoMarksandFair&Lovely.Mentooarebecomingappearanceconscious:fairnessbrandssuchasFair&Handsomehavefoundasignificantfollowingamongtheseconsumers.

Standingoutfromtherestandbeingrecognizedisacriticalmotivation,especiallyfortheyoung.SunitaGogoi,anAssameseparticipantinthedancerealityshowDanceIndiaDanceonZeetelevision,



confessedthatherbiggestmotivationwastoprovetotheskepticsbackhomethatitwasworthherwhiletoputtimeandeffortintoperfectingherdance.Evenintheremotevillagestoday,peoplefeeltheneedtostandoutandbenoticed.Muchofthis,however,islimitedtodressingdifferentlyandexercisingindividualchoiceinpersonalcareproducts.

RuralWomen:TransformationWithinBoundaries

TheirnewfoundaccesstothesamebrandsandproductsusedbytheirurbancounterpartsisallowingruralIndianwomentofeelonaparwiththem.Todaytheynotonlyseethelatestconsumerchoicesontelevisionbutalsohaveaccesstoalargerrangeofthoseproductsthaneverbefore.Whentheyvisittheirrelativesinthecity,theyfindthemusingthesamebrandsofshampooortoothpastethattheyuseinthevillage.Althoughtheystillfearbeingperceivedasbackwardintheiroutlook,incidentslikethesemakethemfeelthattheytooarekeepingup.HindustanUnilever,Dabur,CavinKare,Godrej,andothersuchbrandsseemtobeenabling



thisbridgingofthegapbetweenthetwoworlds,evenifonlythroughthemeansofconsumergoods.

TheotherbigchangefortheruralIndianwomanisthattodayheropinioninhouseholdmatterscounts.Whetheritsaboutthefutureofthechildren,theupkeepofthehouse,orevenherownchoiceinpersonalcareproducts,thewomanoftheruralIndianowisentitledtohavehersay.Sheisproudthatshehasahigherdegreeofengagementinhouseholdaffairs.Withherhusband,too,herroleismoreoneofapartnerthanjustasubordinate.Sheprovidestheemotionalstrengthintherelationshipadvisinghimtoleavetheworkworriesoutside,puttinghimatease.Thehusbandinturnisnotshyofdoinghissharetoanunprecedenteddegreeforexample,gettingthechildrenreadyfordinnerwhilesheiscookingthemeal.

Theyounger,unmarriedruralwomenhaveamoreconfidentandboldattitude.Theirtalkisunselfconsciousandnotselfcensoredateverystepforfearofconsequences.Atthisstageintheirlives,careerchoicessuch



asbecomingadoctororanengineerarewideopensoistheprospectofmovingtothecityforhighereducation.Oncetheymarry,however,thatboldnessisreinedin.Nowtheymustthinkmorecarefullyaboutwhattheysayanddo.Theirdesiretodosomethingoutsidethehouseholdrolelingers,butthoseyouthfuldreamsofbecomingadoctororengineerarereplacedbymoremodestonesofbecomingateacherorabeautician.Thesewomenhaveastrongdesiretohoneandnurturetheirtalentstheyarenothappyjusttobegreatcooksathomeorgoodhomemakers.Theymaywishtolearnkathak,theclassicalIndiandanceformoriginatedinnorthernIndia,orplaythedholak(thedoubleheadedhanddrum),ortakeuppainting.Evenknowinghowtoapplymakeupskillfullyandpracticegoodgroomingisconsideredaskill.

Theruralwomanmayhavetofitheraspirationswithintheboundariesofthesocietyandherrelationships,butshestillwantstoexercisecreativitywithintheseboundaries.Herentrepreneurialstreakiscommendableinitselfandisencouragedbythehusbandand



thefamilyelders.Sheiseagertodosomethingonherown,frombeingaseamstressoraneighborhoodbeautician,tocontributingtocottageindustryinitiativessuchasmakingpapad(athincrispyflatbread).Shetakesprideinherabilitytomakemoreoutofherlimitedmeans.ThisisatruerenditionofthetraditionalideaoftheIndianwoman,whoisreferredtoasAnnapurna,whichliterallymeansfulloffood.InHinduism,Annapurnaisagoddessoffertilityandstandsforbountifulness.TraditionallythewomanoftheIndiaissupposedtobringbountytothehouseholdherabilitytomakemorefromofthescarceresourcesathandisseenasherkeyasset.TheruralwomanoftodaysIndiaisnolessthanamodernAnnapurana.

TheNeedtoShine

Conventionalmarketingwisdomhasdictatedthatlessevolvedmarketsbeplayedmoreonfunctionalityandproblemsolvingplatforms.Manytraditionalbrandstargetingsuchmarketshavethereforetakenthesepositions.However,consumersinthesemarketsareevolving.Theyarebeingexposed



tonewstimuli,notonlythroughmediabutalsothroughinteractionswiththeoutsideworld.Inthepersonalcarecategory,forinstance,theruralconsumersexpectationisshiftingfrombasicproblemsolvingbenefits(suchasacureforbleedingingums)toagreateremphasisonvisibleappearancebenefits(suchasshinyteeth).Promisesofincreasedselfconfidenceandcomplimentsinasocialcontextthataconsumergainsfromvisiblebenefits,suchasshinyteethandglowingskin,arenolongerthesolepreserveofurbanconsumersruralIndiawantsthemtoo.

SmalltownandruralIndiatodaynolongerhavemodestdesires.Quitethecontrary:theseareconsumersacutelyawareoftheirhandicaps.Hencetheyfightthatmuchharder.Theyknowthatthattheyhaveinnerselfesteembutlackthepolishoftheirurbancounterparts.Theyscorehighonability,butfallshortinmattersofpersonalcomportment.Theyfeelvulnerabletolosingoutonthebrinkofopportunityforasimplelackofpolish.Commonly,inthesmalltownsandruralareasthosewhoaspire



topassthecovetedcivilservicesexaminationultimatelymovetoabiggercityforinterviewcoaching.TheIndiancivilserviceentrancetestputsastrongemphasisonthepersonalityinterview,whichinevitablytiltstheoddsinfavorofthemorepolishedurbandwellers.Smalltownandruralaspirantsthereforeworkhardertocompensateforthislackthroughextracoaching.Thecolloquialsayingisthatwhateverbethebrandofshoes,thepolishhastobeCherryBlossom.Thisistosaythatyourbasicsmaybereallysound,butyoustillneedapolishtotakeyoutherestoftheway.

Allofthismakestheneedforlookgoodbenefitsahighpriorityfortheseconsumers.Theyneedpropstohelpthemshinewithconfidence.Intheirbrandsandproductstheyseeksupportforescapingtheruralbadgeandfindingurbansuccess.Theyarelookingforsuchsupportinjustabouteveryaspectoftheirlives.Mostbrandshaverealized,consciouslyorotherwise,thatruralIndianstodayaspiretosucceedandtodosowithflair.Acrosscategories,therefore,propositionsforthebrands



targetedatthissegmenthavemovedtothespaceofeitherappreciationorachievement.WhetheritsFair&LovelyorChickshampooorPondsDreamflowertalcumpowder,allareplayingupbenefitsintheareaoflookinggoodmorethanjustdoinggood.

Take,forexample,DaburLalDantManjan,ahistoricalbrandofredtoothpowdernotjustforDaburbutalsoforanyIndianwhowasaroundduringtheDoordarshanera(theperioddominatedbythegovernmentruntelevisionchannel).Raju,tumhaaredaanttohmotiyonjaisechamakrahehain(Raju,yourteethareshininglikepearls)isawellrememberedadvertisingslogan.Overtheyears,DaburLalDantManjangotcreditfromitsconsumersforitsabilitytokeeptheirteethproblemfree.Consumersconsidereditarooted,sonofthesoilbrand,ensuringbothphysicallystrongteethand,byinference,thesolidityoftheruralIndian.Butthatwasthen.Asconsumersbeganupgradingtomodernproductssuchastoothpastesandgels,thetoothpowdercategorystagnatedandsodidthebrand.



Inanattempttobringthebrandinlinewiththechangingdesiresofruralconsumers,DaburLalDantManjanhasattemptedtorepositionitselftostraddleitsdoinggoodbenefitswithsomelookinggoodbenefits.Thetelevisioncommercialiswovenaroundacharacterwhoisacademicallybrilliantandwouldpassallwrittentestswithflyingcolors.Butwhenitcomestointerviews,heinvariablygetsrejectedbecauseofpoororalhygiene.DaburLalDantManjanisshownasthewaytoteeththatshinewiththeglowofhealthandtherebyhelphimattainthegoodthingsinlifenotjusttheinterviewbutalsothegirl.Bydepictingsuccessonastageoutsidetheruralsetting,thebrandhasbrokenoutofitssonofthesoilstereotype.DaburLalDantManjan,initsattemptatreinventiononmodernterms,underscoresthechangingaspirationsofIndianconsumersandanincreasingneedtosellappearancebenefitsinruralIndia.

ATrajectoryofItsOwn

LifeinruralIndiaiscertainlychanging.Itscriticaltounderstand,however,whatexactlyhaschangedandhow



much.Wegenerallyaremorecomfortableattributingchangesliketheriseofambitionandindividualitytourbanconsumersthantotheruralones.Itsnoteasytoacceptthatmuchofthesechangesareactuallypercolatingdowntowhatsbeenpopularlycalledthebottomofthepyramid.However,ifwerefusetorecognizetherealityofthesechanges,wewillcontinuetooperatebasedonourentrenchedstereotypes.

OneofthestereotypicalportrayalsofruralIndiaisthesonofthesoilcharacterization.Foralongtime,brandstryingtoappealtothisaudiencehavetakenthisroute,withdirectreferencestothesolidityofruralroots.Butthesonofthesoilhasbeentransformed.Todayheismoderninoutlook,thoughrootedinvalues.Thearchetypeofaruralguyloadedwithnavetandgoodnessisfastfadingfromreality.Therealpersonoutthereistryinghardnottogetlabeledasagaonwallatheuncivilizedruralinhabitant.Weneedtogetcomfortablewiththefactthatruralconsumerscanbeprogressivetoo.



Intheruralcontext,theideaofstrengthhasalwaysbeeninterpretedasphysical.Sothedefaultpracticewithmostruralbrandshasbeentousecelebritieswithapopularimageasactionheroes,suchasSunnyDeolandSunilShetty.Take,forexample,theoralcarecategoryintheruralcontext,whichisstuckinthephysicalityofstrength.Moststorylinesareaboutbeingabletoopenthecolddrinkbottleorbeingabletobiteintoahardfruitasademonstrationofstrongteeth.However,evenintheruralcontexttheideaofstrengthhasmovedonfromphysicaltomentalstrength.Todayitsaboutbeingsmartinyouractionsandresilientinyourthinking,aboutusingbrainsandnotjustbrawn.

Theuniversalassumptionthattheruralworldisinaweoftheurbanworldandwantstobecomeexactlylikethemissimplistic.FormostofruralIndia,theoldaweoftheoutsideworldhasbeenvanquishedbyaccesstoit.Thecityisnotthatfarawayanymore.Itsaplacetheyvisiteverynowandthenforstudying,working,andevenshopping.Theideaofgoingoutandmakingyourmarkinthe



urbantheatertooisquiteprobabletoday.Moreover,itsnotonlyaboutgoingoutopportunitiesarecominghometosmalltownsandruralareas.Imagesofanurbanlifeappearontelevisioneveryday,renderingthemcommonplace.Also,accesstobrandsandproductsinpersonalcare,mobiletelephones,andmanyothercategorieshavemadethetworealms,oncesofarapart,lookrathersimilar.RuralIndiathusnolongerlivesinaweofurbanIndiatheseconsumerssimplywanttomaximizeallthenewopportunitiesthattheynowhaveaccessto.

RuralandsmalltownIndiahavetheirowntrajectoryofgrowththeyarenotfollowingtheurbanidea.Inreality,ruralIndiaisgrowingonitsownpath,expandingitsareaofplayinitsownuniqueway.LifeinruralIndiaisnotfullystuckinyesterday,norhasitcrossedovertoacompletelynewwayoflife.Itsaworldwithrealindividualmotivations,notallofwhicharereplicasofthoseintheurbanworld.

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Chapter 9_ Small is Big - Consumer India_ Inside the Indian Mind and Wallet

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