Rural Marketing - The 'RUDI' Way

Abstract

Indian  rural  marketing  has  always  been  complex  to forecast  and  consist  of  special  uniqueness.  However many companies were successful in entering the rural markets.  They  proved  that  with  proper  understanding of the  market  and  innovative  marketing  ideas,  it  is possible  to  bag  the  rural  markets.  It  is  very  difficult for the  companies  to  overlook  the  opportunities  they could  from  rural  markets.  Looking  at  trend  Rural Marketing is not remained the pitch to be played only by the big corporate houses, but the Non-Government Organization who work with Self Help Group Theory have also entered in this zone to meet their vision on social empowerment.  This  case  highlights  the initiatives taken by SEWA (Self Employed Women’s Association)  by establishing  the  RUDI  brand  for  the marketing  of  agro  commodities.  It  also  covers  the promotional measures taken by SEWA to promote the brand, the challenges faced and the future plan.