"INDIAN MARKET"- A TWO WAY CONCEPT

Now, we are going to make some study about the nature of Indian market. In a simple words we can say that the Indian market is a two way concept. For the same product there are several demands at different area. The major cause of it is Heterogeneity of Indian market. It is divided into two kind of market. 1)Rural Market and 2)Urban market. The nature and characteristic of both kind of market is very different from each other. One side, the customers of urban markets are looking for a good quality and brand name, but at the same time, the customers of semi-urban and rural areas are looking for a good quality in cheaper price. Due to such kind of heterogeneity of market, no any company can produce only one product in the market.

Proctor and Gamble,a leading FMCG company of world has changed his strategy to lead Indian Market. The very popular detergent brand "Tide" has been introduced by the company as compare to Surf Excel of HUL. But for leading the rural market, the company diversify it's product line and introduce a 200gm economy pack of this detergent at Rs. 10.This strategy makes the brand an all rounder. Now, it works effective in both formats of market as well as only one single brand of P&G has been able to compete all the economy and premium brands of HUL. This is called the dual concept of Indian market.

The Five Basic Questions asked by a rural customer in India:-

1)What is the price of the product?

2)Is there any free scheme with it?

3)Give me some more discount on MRP.

4)If the price of your product is same as the other branded product, than I will go for that product.

5)Good Packaging. ( Because they wants to use the empty packs for other use).


Five Basic Questions Asked By An Urban Customer:-

1)What is the company of the product?

2)Show me the contains?

3)Is it latest manufactured or not?

4)Is there any guarantee or warranty with the product?

5)Show me some latest manufactured.




This is all about the dual concept of Indian market. It is very difficult to make coordination between both the market, but the marketer who is able to make it will become the leader of market.

Example- Dabur Chyawanprash, Clinic Plus Shampoo, Tide Detergent, Hero Honda Motorbike, Vimal Garments, Reliance Telecommunication etc.