Tailored retailing to suit needs of untapped India

In the market which is getting competitive by the day, it is the customers who are defining strategies for growth.

In the market which is getting competitive by the day, it is the customers who are defining strategies for growth in almost all the sectors including the retail business, the sector in which India is set for a big time boom, said Rama Bijapurkar at the Indian Marketing Summit on 8216;Inclusive Marketing: Innovative strategies for the Development of the masses8217; organised jointly by Birla Institute of Management and Technology BIMTECH and MART a rural marketing consultancy.

Laying stress on the relevance of the inclusive marketing, Rama Bijapurkar, acclaimed author of We are like that only, said it is important for the uniform growth which is characterized by development at all levels of the society. She added that inclusive marketing will be required to develop a vision ensuring a better tomorrow for the common man through capacity building.

When asked as to how the big retail brands are going to make a dent in those rural areas where people have virtually very less or no purchasing power, Bijapurkar said the entrants to this sector will have to cut themselves to suit the needs of such areas, if they have to survive.

Another speaker, Pradeep Kashyap, CEO MART, highlighting the unique features of inclusive marketing said that it looks at poor as both the producer and consumer.

Rajesh Singh associated with the Tata Steel while answering a query at the summit said that he does not see any difference between the rural and urban consumers as far as the quality requirement of a particular product is concerned.

Sameer Suneja, Marketing Director, Perfetti, said that there cannot be one universal approach for the diversified markets and different strategies have to be evolved for different marketing segments. Counting importance of the retailers more than anyone else, Suneja said retailers are infact the key to success, particularly in the confectionary business.