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RURAL MARKETING
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Maharaja Appliances Limited (MAL) has launched a range of no-frills home appli-
ances, Bonus, especially for the rural and semi-urban markets. MAL realizes that the
rural demand for home appliances is mushrooming. Since branded and quality prod-
ucts are not affordable, rural folk have to make do with sub-standard or illegal prod-
ucts. The difference between the price of grey products and legal branded ones is high,
and so they are generally unable to buy the branded ones. Maharaja counters this by
selling a sturdy Bonus Washing Machine, priced at INR 2,990. This machine does not
have a drier, which is not of ...
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