How can you sell to 40 million farmers in India through a low cost digital channel?
Everyone wants to capitalize on the fortune at the bottom of the pyramid in India, but so far only a privileged few have managed to do that.
A recent article in Economic times discussed about the fact that even grocers in supposedly nondescript towns in Uttarakhand are looking forward to upgrade their feature phones to 4G smartphones. Mobile phone manufacturers are gearing up for a major drop in 4G device pricing and also expecting the same in network costs when mobile virtual network operators (MVNO’s) start to roll out operations this year in many rural areas.
India has approximately 720 million mobile phone users, out of which 320 million are rural mobile phone users — roughly 38 per cent of the rural population, which includes children and senior citizens.Most mobile phone users India are using feature phones costing less than Rs 3000, on an average. Both, MNC and local brands are selling mobile phones with multiple language support, to rope in native language speaking prospective customers in rural India.
India has about 50 cr small farmers. Serving this segment of farmers poses many challenges – they are geographically dispersed, have small purchase power, limited agronomic knowledge, risk averse, and lack access to credit which is needed to purchase hybrid products.
Through a targeted marketing campaign on an interactive platform, companies like National Fertilizers Ltd have been able to reach millions of farmers through SMS in the language of their choice and at the opportune time of engagement. They have been able to disperse valuable agronomic information as well as share product knowledge to farmers.
This was facilitated by creation of individual farmer profiles on the platform based on landholding, irrigation type, soil type etc. Real time behaviour analysis was performed that gave the companies more insight into the farmers’ preferred date and time for communication. This eventually led to generation of reports that traversed the process of reach-engage-adopt-retain this network of farmers.
The consumer insights developed through the campaign helped the companies build direct farmer relationships, identify newer markets and announce product launches at much lower costs, which were earlier done through expensive and traditional channels. Targeted SMS campaigns like these have resulted in more than 90% effectiveness in knowledge dissemination amongst the targeted farmers.
So if you are a brand which is interested in engaging and selling to farmers by leverging mobile communication to a curated database of 4 cr in India, you can connect with me on 9819908210 or drop me an email at email@example.com for more details.
The article originally was published at https://www.linkedin.com/pulse/how-can-you-sell-40-million-farmers-india-through-low-sonesh-prakash
View the authors (Sonesh’s) webinar on demand at How to choose a digital agency for b2b technology business