Tag Archives: corporate investing

How to set up shop and reach consumers in rural South Asia

By Sourajit Aiyer

Following up on my article on the 10 faces of South Asia’s rural consumer, let’s take a look at the best strategies to reach these clients and unlock the potential they represent for your business.

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The 10 faces of South Asia’s rural consumer

By Sourajit Aiyer

The rural consumption opportunity (including the non-metro towns) has been a common topic of discussion in several investor conferences in India recently. However, one is largely dependent on literature written from the financial centres, with limited primary visits into the hinterland.

This limits the content’s practicality, given the heterogeneous rural landscape. Moreover, the standard demographic approach to segment rural consumers may be misleading, since their behaviour is impacted by several realities, not just demographics.

Why they buy as they do, and how they behave when it comes to buying, are questions that on-the-ground observations can help understand better. Using my own experiences from visits made into the interiors of Bangladesh and India (Uttar Pradesh, Punjab, Gujarat, Tamil Nadu, Himachal Pradesh, J&K, Kerala, etc), I have my own understanding of local people in these places, and I feel the 10 segments below may be useful to categorize the rural consumers across heterogeneous regions.

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India’s economy is set to power ahead

By Sourajit Aiyer

Indian markets and economy had an interesting fiscal year FY2015 (Apr 2014-Mar 2015). While early signs of recovery are visible — a reversal from the previous turbulent years — a lot is still needed for the promised “achhey din” (good days) to truly arrive.

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Companies to boost investment spending

Companies will soon change their strategy and start to invest to grow organically, rather than look towards mergers and acquisitions and buying back shares, a new research report shows.

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