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From Hyundai to Hero, the drive to recovery begins with rural sales. Tip: old strategies won’t do.

Pitch fast-moving and popular products — that’s the approach most vehicle manufacturers have adopted for the rural market at the moment. In a post-pandemic world, they may have to take a relook at the marketing tools used so far to woo upcountry and rural buyers.
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c-shobha-mathur
15 Jul 2020 10 Mins Read 3 comments
A girl goes to school on a motorcycle in a village in Karnal, Haryana. Getty Images
A girl goes to school on a motorcycle in a village in Karnal, Haryana.
The buoyancy in Tarun Garg’s voice these days is hard to miss. And understandably so. The much-awaited rural economy-led recovery has started playing out in India’s automobile sector, albeit steadily. “For the last three months, 20% of the bookings for the new Creta are from the rural markets,” says Garg, director - sales, marketing, and service, Hyundai Motor
Maruti points out that a large rural demand also comes from the non-farm income bracket ( anganwadi workers, teachers, small shopkeepers, bank managers, etc.), which is under pressure now. A large-scale reverse migration of workers from cities has also hit rural remittances. Clearly, the long road to recovery has many potholes. ( Graphics by Sadhana Saxena)
The buoyancy in Tarun Garg’s voice these days is hard to miss. And understandably so. The much-awaited rural economy-led recovery has started playing out in India’s automobile sector, albeit steadily. “For the last three months, 20% of the bookings for the new Creta are from the rural markets,” says Garg, director - sales, marketing, and service, Hyundai Motor Maruti points out that a large rural demand also comes from the non-farm income bracket ( anganwadi workers, teachers, small shopkeepers, bank managers, etc.), which is under pressure now. A large-scale reverse migration of workers from cities has also hit rural remittances. Clearly, the long road to recovery has many potholes. ( Graphics by Sadhana Saxena)

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