Vol 04 Iss 02
Praxis Logo
Journal on Management
From the publishers of THE HINDU BUSINESS LINE
Volume: 4 Issue: 2 July 2003

Managing rural markets!

A Rs 1,00,000-crore market beckons! That's approximately the size of the rural market for goods and services in India. Praxis, Business Line's journal on management, brings together a collection of essays and experiences of intrepid marketers who have successfully tapped this huge market. Read about new models of distribution, communication and connectivity and how the rural paradigm is being redefined.

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Theme: Why go rural?
by Vinay Kamath
An overview of the market potential. by Pradeep Kashyap
HLL's rural Shakti
On creating a new distribution paradigm.
by Vinay Kamath
The magic of connectivity
Wiring up rural India.
by P.G. Ponnapa
Case Study: The making of Chik
On sachets and shampoo success.
by C.K. Ranganathan
Enabling rural reach
Communicating in the desi lingo.
by R.V. Rajan
Case Study: Mission e-choupal
Leveraging the power of IT in villages.
by S. Sivakumar
The brand-way to Real India
On developing brands for courses.
by Harish Bijoor
Case Study: How Mahindra MaXX-ed it
The brand chemistry for rugged roads.
by Rajesh Jejurikar
Durables to doorsteps
Why conventional distribution channels don't work
by Francis Xavier S. & V. Swaminathan
Case Study: A matter of 'Prestige'
Dealing with pressure, cooking and otherwise!
by K.G. George
Consumer markets: At the crossroads
The evolution, post-boom.
by R.K. Shukla & S.D. Brahmankar

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