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How Parle Agro keeps rural India in mind with its marketing strategy
Local communitiesE-commerce & mobile retailSoft drinks industry (general)
Despite the rural market being extremely difficult to cater to effectively, beverage company Parle Agro has been leveraging technology and its superior product/price point to give the company an edge.
The biggest concern of marketing to a rural consumer is the high level of fragmentation, thus making an effective rural campaign an expensive affair.
Parle Agro’s presence on platforms like IPL or other highly-penetrated platforms gives it visibility, especially with the growing penetration of mobile and digital.
The pandemic shows rural markets are open to digitisation and digital payments, and it is only a matter of time before rural e-commerce becomes as aggressive as urban.
“There have been many changes common to both rural and urban sectors since the pandemic but they have impacted both sectors at different times” – Nadia Chauhan, joint managing director & CMO of Parle Agro.