Abstract
This chapter explores the distribution challenges in Indian rural market and evaluates the various strategies to approach rural markets. Reaching out to rural markets has been acknowledged as the biggest challenge. This chapter discusses various strategies used by firms to reach out to rural India. A set of six strategies of distribution in rural India has been identified. Major fast-moving consumer goods (FMCG) firms which have serious interests in rural markets have been using these strategies. The pros and cons of each distribution strategy have been elaborated. The critical discussion of these six distribution strategies and future recommendations is expected to enhance the understanding of marketers so that they can plan better for reaching to rural India.
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Aithal, R.K., Satyam, Maurya, H. (2018). Distribution Challenges in Emerging Markets: Evaluating Alternate Distribution Strategies for FMCG Firms in Rural India. In: Adhikari, A. (eds) Strategic Marketing Issues in Emerging Markets. Springer, Singapore. https://doi.org/10.1007/978-981-10-6505-7_5
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