Ushus J B Mgt 12, 4 (2013), 51-65

ISSN 0975-3311 doi: 10.12725/ujbm.25.3

Fast Moving Consumer Goods Industry in

Rural Market of India: A Case of Mutual
Reinvigoration

Brajesh Kumar* and Mintu Gogoi

Abstract
The present study has been undertaken to make an
assessment of the growing eminence of FMCG industry in
the era of enriching rural market in India. The Indian Fast
Moving Consumer Goods (FMCG) industry began to take
shape during the past five decades. The FMCG sector is a
keystone of the Indian economy as it touches every aspect
of human life. The FMCG sector, which offers tremendous
growth prospects, are food and beverage sector, health
care and personal care. Presently, rural India accounts for
34% of total FMCG consumption, but it accounts for more
than 40% consumption in major FMCG categories like as
personal care, hot beverages, and fabric care. Moreover,
80% of FMCG categories are growing faster in rural India
as against urban India (Nielson, 2011). There is a huge
growth potential for all the FMCG companies as the per
capita consumption of almost all products in the country
is amongst the lowest in the world. In recent years, rural
markets have acquired significance in countries like
China and India, as the overall growth of the economy
has resulted in substantial increase in the purchasing
power of the rural communities. On account of the green
revolution in India, the rural areas are consuming a large
quantity of industrial and urban manufactured products.
The decades of opening of Indian economy to the outside

*Senior Assistant Professor, Department of Commerce, Assam University,

Silchar, Assam, India; [email protected]
Research Scholar, Department of Commerce, Assam University, Silchar,
Assam, India; [email protected]

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Brajesh Kumar and Mintu Gogoi ISSN 0975-3311

world and the accompanying intervention in rural

economy by the government in the form of various
development schemes and programmes i.e., SGSY,
NREGA Sampoorna Swachchta Abhiyan, Gram Vikas
Yojna etc and also decentralization of power through
panchayatiraj institutions have opened new vistas of
opportunities to the rural people. These together have
made the rural market attractive for FMCG industry in
India. This relationship has grown over the years in a
reinvigorating manner leading to the revitalization of the
same.

Keywords: Rural market, Fast Moving Consumer Goods, Rural

Marketing, Challenges

Introduction

The Indian Fast Moving Consumer Goods (FMCG) industry began

to take shape during the last five decades. The FMCG sector is a
keystone of the Indian economy as it touches every aspect of
human life. The FMCG companies are now drawing benefits from
that opportunity. In rural India, the income of the consumers is
increasing and the lifestyles are changing. There are as many
middle-income households in the rural areas as there are in the
urban area. Thus rural marketing has been growing steadily over
the years and is now bigger than the urban market for FMCGs.
With the increase in the rural literacy levels and the exposure to
media, people in rural area are also becoming conscious about their
buying decisions like their urban counterparts (Gupta & Mittal,
2013). As a result of the significant rise in the exposure level and
brand awareness among rural people, they are becoming choosier
and more demanding than ever before. The rural marketing
environment also becomes more challenging for the companies to
understand the buying behavior, the consuming pattern, the need
and wants of the rural consumer (Gupta & Mittal, 2013).

Indian rural market with its colossal size and demand base offers
great opportunities to marketers. Two thirds of Indias consumers
live in rural areas where almost one third of the national income is
generated. It is seen as a profusion of opportunities, whether for
marketing durables, textiles and garments, personal care products

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or financial services (Sathyanarayana, 2011). A rural marketer is

faced with an entirely different set of conditions and problems
while marketing in the rural area as compared with an urban area.
For most marketers planning to enter the rural markets,
distribution poses a serious challenge. For the successful
exploration of rural markets, a basic requirement is infrastructure.
The absence of such an infrastructure is aggravating the
distribution challenges in rural India. There are many other
challenges that FMCG companies face in tackling rural markets,
viz., geographically scattered nature of rural markets, their small
size, remoteness, poor connectivity and tremendous heterogeneity.
Low level of literacy, too many languages and dialects, cultural
diversities, inadequate banking facilities, spurious products, low
per capita disposable incomes, acute dependence on the monsoon
seasonal demand, and media darkness are some other serious
limitations. Therefore, the real problem for the marketers to
penetrate into rural markets lies in understanding the
heterogeneous rural consumers, reaching products to these remote
locations, and communicating with media-dark rural spectators.
Statement of the Problem:
The fast-moving consumer goods (FMCG) sector is an important
contributor to Indias GDP and it is the fourth largest sector of the
Indian economy. Globally, the FMCG sector has been successful in
selling products to the lower and middle income groups, and the same is
true in India. Over 70% of sales are made to middle class households
today and over 50% is in rural India (Kavitha, 2012). The sector is
energized about an escalating rural population whose incomes are
rising and who are willing to spend on goods designed to improve
their lifestyle. As the growth potential in urban markets is
reducing, to sustain and survive, it is necessary for all companies to
look, reach and serve the rural markets and the rural consumers,
for volume-based growth. As the rural penetration increases in
India, rural marketing becomes the latest marketing mantra of most
of the FMCGs companies in order to tap the unlimited
opportunities and putting in place a parallel rural marketing
strategy for attracting the rural consumers. The present study is
undertaken to make an assessment of the growing eminence of
FMCG industry in the era of enriching rural market in India.

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FMCGs - An Overview

FMCG is the abbreviated form of Fast Moving Consumer Goods. In

West, FMCG is also called consumer packaged goods. Any product
that is used very frequently, sometimes daily and move relatively
faster at the retailer end can be classified as FMCG. Examples are
soap, toothpaste, batteries, beverages, cigarettes etc. Thus, FMCGs
are essential, low priced goods which get repeat sales. FMCGs are
also termed as non-durable goods a tangible item that is quickly
consumed, worn out or outdated and consumed in single use or
few uses (Majumder, 1998). Consumer products used for personal,
family or household use are further classified as three types:
convenience, shopping and specialty categories . FMCG are also
called as consumables that are consumed by the consumer,
typically sold in packaged form and generally branded. With
respect to consumer behavior towards this category, consumers
tend to spend minimum effort in comparison and buying them. But
much of astute marketing activities have evolved from these
products, where consumers show low involvement, get wider
choice and are allured by a host of inducements (Majumdar, 1998)

FMCG Category and products:

Category Products
Household Fabric wash (laundry soaps and synthetic
Care detergents); household cleaners (dish/utensil
cleaners, floor cleaners, toilet cleaners, air
fresheners, insecticides and mosquito repellents,
metal polish and furniture polish).
Food and Health beverages; soft drinks; staples/cereals;
Beverages bakery products (biscuits, bread, cakes); snack
food; chocolates; ice cream; tea; coffee; soft drinks;
processed fruits, vegetables; dairy products;
bottled water; branded flour; branded rice;
branded sugar; juices etc.
Personal Care Oral care, hair care, skin care, personal wash
(soaps); cosmetics and toiletries; deodorants;
perfumes; feminine hygiene; paper products.

Source: (ibef, )

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Characteristics of FMCG
FMCG industry is characterized by a few distinct factors:
The sector touches every aspect of human life, looks to
hygiene to palate.
This industry is characterized by a strong focus on the four
Ps : Product, Pricing, Place and Promotion.
It is a high volume, low value driven industry in most
categories.
It is brand driven, rather than product driven.
The capital investment required in plant and machinery is
not high and any reasonably sized industrial house can
enter the industry in manufacturing.
The major area in the area of marketing: brand building and
promotion.
Distribution network is extremely vital for the success of an
organization in the industry.
Distinguishing features of Indian FMCG Business:
FMCG companies sell their products directly to consumers. Major
features that distinguish this sector from the others include the
following: -

1. Design and Manufacturing:

a. Low Capital Intensity - Most product categories in FMCG require
relatively minor investment in plant and machinery and other fixed
assets. Also, the business has low working capital intensity as bulk
of sales from manufacturing take place on a cash basis.
b. Technology - Basic technology for manufacturing is easily
available. Also, technology for most products has been fairly stable.
Modifications and improvements rarely change the basic process.
c. Third-party Manufacturing - Manufacturing of products by third
party vendors is quite common. Benefits associated with third
party manufacturing include (1) flexibility in production and
inventory planning; (2) flexibility in controlling labor costs; and (3)
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logistics - sometimes it is essential to get certain products

manufactured near the market.

2. Marketing and Distribution:

Marketing function is sacrosanct in case of FMCG companies.
Major features of the marketing function include the following: -
a. High Initial Launch Cost - New products require a large front-
ended investment in product development, market research, test
marketing and launch. Creating awareness and develop franchise
for a new brand requires enormous initial expenditure on launch
advertisements, free samples and product promotions. Launch
costs are as high as 50-100% of revenue in the first year. For
established brands, advertisement expenditure varies from 5 - 12%
depending on the categories.
b. Limited Mass Media Options - The challenge associated with the
launch and/or brand-building initiatives is that there are few no
mass media options. TV reaches 67% of urban consumers and 35%
of rural consumers. Alternatives like wall paintings, theatres, video
vehicles, special packaging and consumer promotions become an
expensive but required activity associated with a successful
FMCG.
c. Huge Distribution Network - India is home to six million retail
outlets, including 2 million in 5,160 towns and four million in
627,000 villages. Super markets virtually do not exist in India. This
makes logistics particularly for new players extremely difficult. It
also makes the new product launches difficult since retailers are
reluctant to allocate resources and time to slow moving products.
Critical factors for success are the ability to build, develop, and
maintain a robust distribution network.

3. Competition:
Significant Presence of Unorganized Sector
Factors that enable small, unorganized players with local presence
to flourish include the following:
1. Basic technology for most products is fairly simple and easily
available.
2. The small-scale sector in India enjoys exemption/ lower rates of

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excise duty, sales tax etc. This makes them more price competitive
vis--vis the organized sector.
3. A highly scattered market and poor transport infrastructure
limits the ability of MNCs and National players to reach out to
remote rural areas and small towns.
4. Low brand awareness enables local players to market their
spurious look-alike brands.
5. Lower overheads due to limited geography, family management,
focused product lines and minimal expenditure on marketing.
Growth of FMCG Sector in India
The Indian FMCG market offers a level playing ground for both
domestic and international players. All Indian brands and
international brands enjoy higher acceptance in the urban market,
the rural market is often dominated by the regional and local
producers. The Consumer Market, especially Fast Moving
Consumer Goods (FMCG) sector in rural and semi-urban India is
estimated to cross $20 billion by 2018 and $100 billion by 2025(AC
Nielsen survey, 2011). Some of the most popular consumer goods
including fruit drinks, shampoos and biscuits are among the most
bought items in rural and semi-urban India and will continue to be
so. It also revealed that growth in the FMCG sector in rural India
increased 3.5 times from 2000 to 2010, as compared to 3.2 times in
urban India. Incomes in India are likely to grow 3 times over the
next two decades and India will become the world's fifth largest
consumer market by 2025 (McKinsey Global Institute study, 2007).
Market share movements indicate that companies such as Marico
Ltd and Nestle India Ltd, with domination in their key categories,
have improved their market shares and outperformed peers in the
FMCG sector. This has been also aided by the lack of competition in
the respective categories. Single product leaders such as Colgate
Palmolive India Ltd and Britannia Industries Ltd have also
witnessed strength in their respective categories, aided by
innovations and strong distribution. Strong players in the economy
segment like Godrej Consumer Products Ltd in soaps and Dabur in
toothpastes have also posted market share improvement, with
revived growth in semi-urban and rural areas. Penetration level
and per capita consumption in many product categories is very low
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compared to world average standards representing the unexploited

market potential. Mushrooming Indian population, particularly the
middle class and the rural segments, presents the huge untapped
opportunity to FMCG players. Growth is also likely to come from
consumer 'upgrading' in the matured product categories like
processed and packaged food, mouth wash etc. A distinct feature of
the FMCG industry is the presence of international players through
their subsidiaries (HLL, P&G, Nestle), which ensures innovative
product launches in the market from their parent's portfolio. The
rural FMCG Market of India is on the verge of registering
substantial expansion across the country.
The Indian Rural FMCG market is mostly unorganized and it is
generally dominated by small time retailers. The organized FMCG
market is only confined to the urban areas of India. Rural India
mostly depends on agriculture, directly or indirectly for livelihood.
Further, almost 68% of Indian population lives in rural India in
around 6, 00,000 villages. Rural India offers tremendous growth
prospects for the FMCG industry. Facilitation of better rural
infrastructure like roads, telecommunication, electricity, supply
chain, and transportation would propel the growth of the Rural
FMCG Market of India. The FMCG sector, which offers tremendous
growth prospects are food and beverage sector, health care and
personal care. Presently, rural India accounts for 34% of total
FMCG consumption, but it accounts for more than 40%
consumption in major FMCG categories like personal care, hot
beverages, and fabric care.

Rural Market in India

In recent years, rural markets have acquired significance in

countries like China and India, as the overall growth of the
economy has resulted in substantial increase in the purchasing
power of the rural communities. On account of the green
revolution in India, the rural areas are consuming a large quantity
of industrial and urban manufactured products. In this context, a
special marketing strategy, namely, rural marketing has taken
shape. Rural India, mostly termed as high opportunity market, is
no longer just an opportunity, but is now yielding results. The
concept of Rural Marketing in Indian Economy has always played

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an influential role in the lives of people. In India, leaving out a few

metropolitan cities, all the districts and industrial townships are
connected with rural markets.
Rural Consumer: The differences between rural and urban
consumers always exist in India. The Indian rural customer is
marked by illiteracy and poverty. Illiteracy leads to an inability to
identify brand differences and read the basic text on packages.
Poverty and dependence on vagaries of monsoon result in a low
and unpredictable purchasing power. Moreover, products are sold
loose, giving high competition to branded sealed products.
Ignorance and illiteracy are accompanied by strong influence
leaders like the local panchayat members, caste and religious
leaders etc. The rural consumers are economically, socially and
psychologically different from their urban counterparts and are
definitely price-sensitive.
Irregular income, dependency on the vagaries of monsoon induces
the rural consumer to buy in small quantities. To address this
issue, most FMCG companies have introduced products (such as
tea, shampoos, biscuits etc.) in smaller packs and sachets to make
the product more affordable for rural consumers and obtain a share
of wallet. Small Coke worth Rs 5, Chick shampoo and Meera
shampoo sachets has been credited with pioneering the sale of
shampoos in sachets at Rs. 1 and Rs. 2, a trend that boosted rural
sales. Since rural population does not have the concept of storing
goods and blocking too much capital, it is important for rural
marketers to provide products in small quantities as well as good
credit systems for larger products. It is also important to induce
first time purchase and trials so that customer is able to experience
products he never has. Credit facility also needs to be extended to
the wholesalers.
Rural customers have upgraded their lifestyles and as a result are
purchasing lifestyle products like cosmetics, beverages, mobile
phones, etc, which have become necessities for them. Urbanization
has led to a better life style in the rural areas, which is no longer
bound by geographical areas.

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Market Size for FMCG Sectors in Rural India

The rural market in India is not a separate entity in itself and it is
highly influenced by the sociological and behavioral factors
operating in the country. The total size of the rural market is
estimated at about 83.3 crore people or 68.84% of Indian population
(Census, 2011). The rural market brings in bigger revenues in the
country, as the rural regions comprise the maximum consumers in
this country. The rural market generates almost more than half of
the country's income. Rural India contributes a big chunk to Indias
GDP by way of agriculture, self-employment, services, construction
etc. The rural population is empowered with rising income,
improving education and awareness levels, enhanced contact with
the outside world, evolving consumption patterns, emerging
lifestyles and, most importantly, shift in occupation from
agriculture to manufacturing, self-employment and construction.
The shift in rural income may not necessarily be happening due to
rising food production, though it has a role to play, but the biggest
change in the rural areas in the last few years has been the reducing
dependence on farm income. The contribution of non-farm income
to total rural income has increased.

Challenges Faced by FMCG Sectors for Rural Marketing

The peculiarities of the rural markets and rural consumers pose

challenges to the marketers in reaching them effectively. While
making out a case for opportunities that are rapidly developing in
rural markets, one should not underestimate the several daunting
problems in planning for growth. There are a large number of small
villages which are not easily accessible because of weather
beaten roads. Rural consumers are far less homogeneous than
urban consumers. The main problems of rural marketing are
discussed below:
Transportation problems: Marketing activities require
transportation facilities. Due to poor transportation facilities,
farmers and marketers find it difficult to reach markets.
Transportation infrastructure is quite poor in rural India. Nearly 80
percentages of villages in the country are not connected by well
constructed roads.

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Warehousing: In the rural areas, there are no facilities for public as

well as private warehousing. Marketers face the problem of storage
of their goods.

Packaging: It is the first important step of product processing. If the

packaging cost is high, the total cost of products goes up. It is
suggested that the marketers should use cheaper materials in
packaging for the rural markets.

Media Problems: Media have lots of problems in rural areas.

Television is a good medium to communicate message to the rural
people. But due to non-availability of power, as well as television
sets, majority of the rural population cannot get the benefits of
various media.

Seasonal Marketing: The main problem of rural marketing is

seasonal demand in rural areas, because 75% of rural income is also
seasonal. For example, the demand for consumer goods will be high
during the peak crop harvesting period, because this is the time
when the rural people have substantial high cash flow. Rural
marketing depends upon the demand of rural people and demand
depends upon income and consumer behaviour.

Low Per Capita Income: Per capita income is lower in rural areas
compared to those in urban areas. Again, the distribution of rural
income is highly skewed, since the land holding pattern, which is
the basic asset, is skewed. Thus the rural population presents a
highly heterogeneous spread in the villages.

Low Level of Literacy Rate: Literacy rate is low in rural areas

compared to urban areas. This again leads to the problem of
communication for promotion purpose. Print medium becomes
ineffective and to an extent irrelevant in rural areas since its reach is
poor.

Distribution: An effective distribution system requires village-level

shopkeeper, Mandal/ Taluka- level wholesaler or preferred dealer,
distributor or stockiest at district level and company-owned depot or
consignment distribution at state level. The presence of too many
tiers in the distribution system increases the cost of distribution.
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Career in Rural Market: While rural marketing offers a challenging

career, a rural sales person should require certain qualifications and
specialized talent to deal with rural consumers.
Cultural Factors: Culture is a system of shared values, beliefs and
perceptions that influence the behavior of consumers. There are
different groups based on religion, caste, occupation, income, age,
education and politics and each group exerts influence on the
behavior of people in villages. There are several difficulties
confronting the effort to fully explore rural markets. The concept of
rural markets in India is still in evolving shape, and the sector poses
a variety of challenges. Distribution costs and non-availability of
retail outlets are the major problems faced by the marketers. . The
unique consumption patterns, tastes, and needs of the rural
consumers should be analyzed at the product planning stage so that
they match the needs of the rural people. Therefore, marketers need
to understand the social dynamics and attitude variations within
each village though nationally it follows a consistent pattern and
each group exerts influence on the behavior of people in villages.
There are several difficulties confronting the effort to fully explore
rural markets. The concept of rural markets in India is still in
evolving shape, and the sector poses a variety of challenges.
Distribution costs and non-availability of retail outlets are major
problems faced by the marketers. The unique consumption patterns,
tastes, and needs of the rural consumers should be analyzed at the
product planning stage so that they match the needs of the
rural people. Therefore, marketers need to understand the social
dynamics and attitude variations within each village though
nationally it follows a consistent pattern.

Factors Accountable For Upcoming Paradigms of Rural

Marketing

Increase in purchasing power and disposable income: Projects from the

private companies and the rural employment initiatives by the
governmental like NREGA (National Rural Employment
Guarantee) schemes have given the rural population an
opportunity to meet their daily needs. The loan waver in the
agriculture sector and an increasing demand for labor in the urban

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areas, has given a boost to the income levels in the rural sectors.
Consequent lifestyle up grade has added a new spectrum.
Accessibility of market: Improvement in the road systems linking the
villages has led to a systematic product distribution system. Earlier,
there was a trickle down of the stocks observed to the buyers in
the interior villages. Nowadays companies use delivery cum
promotion vans that travel 8-10 haats/markets daily as a part of
direct contact with villagers.
Competition in the urban market: The urban markets have got
extremely saturated with the presence of all big players. This is
very much evident in the automobile market. Motorcycles and
scooters often find more acceptance in rural market as compared to
urban market, since there is more proliferation of brands in the
latter markets.
Reduction of risk during recession: It has been observed that the
companies which cater to both urban and rural markets tackle the
recession in a better way. The demand for goods in the urban
market often follows a cyclic trend whereas in the rural market it is
steady. The companies are bound to tailor the strategies depending
on various factors to appeal to the rural market. For example,
Hindustan Unilever Limited came out with the concept of Shakti
Ammas (female social entrepreneurs) which was an innovative
way of marketing products. This much needed transition can be
weighed according to the 4 As model (Availability, Affordability,
Acceptability and Awareness).
Availability deals with making the product reach the consumers.
For this purpose a highly integrated extensive distribution network
is necessary and in rural context, the company incurs higher cost
towards the logistics as compared to urban areas. In case of Shakti
campaign, the local Shakti Ammas are selected based on their
popularity which allows faster access to products.
Affordability involves pricing the product in such a manner that
people are attracted and at the same time it covers all the cost
incurred.
Acceptability encompasses issues how the product or service could
be made more acceptable to the rural consumers by incorporating
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attractive features. For example, Eveready came out with Jeevan-

Sathi torches, with features like durable design and long life to
make it more acceptable.
Awareness is linked to the issues of promotion of product in rural
areas. The promotion strategy needs to be adapted to the village
environment, the local language and means of communication
used. The best places to promote could be the frequently visited
local haats and melas, the local festivals. Agricultural cycles require
a major consideration too. As rural households form 72% of total
households and increasing levels of income coupled with more and
more penetration to the rural markets is expected to take rural
FMCG from the current Rs. 87,900crore to a market size of Rs.
1,06,300 crore in 2012. Moreover, 80% of FMCG categories are
growing faster in rural India as against urban India (Nielson, 2011).
There is a huge growth potential for all the FMCG companies as the
per capita consumption of almost all products in the country is
amongst the lowest in the world.
Conclusion
Following the decades of opening of Indian economy to the outside
world and the accompanying intervention in rural economy by the
government in the form of various development schemes and
programmes i.e., SGSY, NREGA Sampoorna Swachchta Abhiyan,
Gram Vikas Yojna etc, and also decentralization of power through
panchayatiraj institutions have opened new vistas of opportunities
to the rural people. These together have made rural market
attractive for FMCG industry in India. This relationship has grown
over the years in a reinvigorating manner leading to the
revitalization of the same.

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