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RURAL MARKETING
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HUL Project Shakti, but much more needs to be done in this area. Companies need to
explore the possibility of using the social infrastructure being created by the govern-
ment. For example, there are over 7 million women’s microfinance groups in existence,
with a combined membership of 70 million. This means that nearly one in every two rural
households is a member of a self-help group. Most groups are linked to some large micro-
finance institution. As several of these women and their families run mom-and-pop stores
out of their homes, can the MFI–SHG channel be used innovatively to reach products and
services ...
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