Effective Channel Management in the Rural Context

abhishreshthaa

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The Existing Market Structure: Indian rural market is composed of 22,000 primary rural markets and 20 lakh retail sales outlets of which nearly 1 lakh are fair price shops of Public Distribution Systems (PDS) as estimated.

One retail shop services 60 to 70 families in rural areas. The structure also involves stock points belonging to the manufacturer or area distributor to service these retail outlets at village levels in feeder towns.



Available Channel Choices: The channel types that is available in the rural market are-



a. The Private Shops


b. The Co-operative Societies


c. Fair Price Shops of PDS


d. The Village Shandy or Weekly Market


From the above, the co-operative societies are mainly concerned with the distribution of agricultural inputs. Fair price shops are concerned with the distribution of essential commodities consumed by the common man.

The ‘Village Shandy’ is a widely used channel of rural market. But its role in marketing branded products is limited.
 
The Existing Market Structure: Indian rural market is composed of 22,000 primary rural markets and 20 lakh retail sales outlets of which nearly 1 lakh are fair price shops of Public Distribution Systems (PDS) as estimated.

One retail shop services 60 to 70 families in rural areas. The structure also involves stock points belonging to the manufacturer or area distributor to service these retail outlets at village levels in feeder towns.



Available Channel Choices: The channel types that is available in the rural market are-



a. The Private Shops


b. The Co-operative Societies


c. Fair Price Shops of PDS


d. The Village Shandy or Weekly Market


From the above, the co-operative societies are mainly concerned with the distribution of agricultural inputs. Fair price shops are concerned with the distribution of essential commodities consumed by the common man.

The ‘Village Shandy’ is a widely used channel of rural market. But its role in marketing branded products is limited.

Hey friend, I read your article regarding Effective Channel Management in the Rural Context and it is really nice. I appreciate your work and would hope you would share more contents like this in future. Well, I am also uploading a document which would give more detailed information.
 

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