‘Where do most Indians buy’? The answer usually is ‘why, at the grocer’s next door’. This is the so-called convenience shopping. Most of the people who read this book probably reside in cities and small towns. But, most Indians, as all of us know, live in villages. In rural India, besides the neighbourhood store, the village fair is an important vehicle. We will deal with this at some length later. Let us look at the neighbourhood shops. Assuming they are there all over rural India, how to reach 6,00,000 poorly connected villages spread over 3,274,000 sq. km?

This is the challenge before any Indian marketer. India hosts an incredible variety of terrains from the hills of Garhwal through backwaters of Kerala to the desert sands ...

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