Rural Marketing, 3rd Edition by Pearson

>

RURAL CONSUMER BEHAVIOUR

<

CHAPTER 3

61

kitchen—Rasoi Ghar, where rural women could experience the benefits of safe,

clean and convenient cooking on LPG without having to invest in a new LPG

connection.

Rasoi Ghars were set up in participation with the village panchayat, HP Gas and

the women self-help groups (low-income consumer segment) that managed

the facility. The panchayat donated a small room accessible to the socially and

economically backward classes, HPCL contributed gas stoves, LPG cylinders

and cooking utensils and the SHG appointed a woman caretaker.

The product idea was to introduce rural households to this clean, ...