In my previous blog post, I have mentioned the first reason why 70% of rural India is still left unexplored.
Although there has been a great deal of interest by companies in rural market, but still there are several more reasons for the slow market penetration.
The second reason which I would like to share with you all is the myth of Rapid Urbanization i.e. the pace of migration from rural to urban centres is very rapid, which of course means that rural India is shrinking at a rapid pace. Perhaps the companies feel its not worth the effort.
But the truth turns out to be different. According to the latest census report, of the total migrating population of 98 million, 61 million have moved to rural areas and 36 million have moved to urban areas. The rate of migration from Urban to rural is much more than rural to urban.
Predictions suggest that while the urban population will continue to grow, the share of rural will come down only marginally till the year 2020, and nearly two-third of the country’s population which is equal to 0.82 billion individuals will continue to live in villages.
So, it would be the right time for marketers to enter the arena sooner rather than later.
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