Top Brands Betting High on Rural Niches to Boost Sales

A similar kind of strategy is followed by the Jewellery and saree retailers in the southern region of the country. Retailers are concentrating on the smaller towns like Kochi, Trichy, Coimbatore and Kozhikode after assessing the sales data.

"Kerala's leading jewellers, Malabar Gold, Kalyan and Bhima, have 20 to 25 stores across the state. The state doesn't have 20 to 25 cities that go on the map in terms of population," said Amit Bagaria, founder chairman of Asipac, a real estate and retail consultancy firm.

Something similar has also been pursued by the telecom majors. The unreachable rural areas, fishermen on the long coast-line have been the spots of concentration. Even international alcohol companies have knocked in to the rural story, from wealthy farmers in Punjab to affluent planters in south India.

Analysts believe that retailers have a good chance for doing good business out of these rural segments sliced by both geography as well as occupation.

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