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Rise of Rural Consumers in Developing Countries
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Rise of Rural Consumers in Developing Countries
Harvesting 3 Billion Aspirations

First Edition


October 2016 | 212 pages | SAGE Publications Pvt. Ltd

Watch Vijay Mahajan talk about Rise of Rural Consumers in Developing Countries: Harvesting 3 Billion Aspirations

This is the first comprehensive book highlighting the expanding consumer power of rural markets in developing countries. It takes a close look at one of the key stories in emerging markets: the untapped potential of the world’s 3.4 billion rural consumers -- 90 percent of whom live in Asia and Africa. The sheer number of rural consumers can provide a massive customer base for innovative companies that figure out how to reach them. The book provides a profile of the rural developing world and examines the forces that are increasing rural prosperity, including billions of dollars in remittances from migrant workers.  It includes several examples of innovations and best practices that are allowing companies to tap into this opportunity. 


 
Foreword by A. Didar Singh and Nirankar Saxena
 
Preface: A Rural Odyssey
 
Acknowledgements
 
RECOGNIZING THE RURAL OPPORTUNITY
 
The Rural Consumer Opportunity
 
Planting the Seeds of Prosperity in the Rural World
 
The Influence of Religion in the Emerging Rural World
 
GROWING AND REAPING RURAL OPPORTUNITY
 
Growing Consumers in Emerging Rural Markets
 
Plowing New Routes to Rural Markets
 
Seeding Innovation and Prosperity Through Technology
 
Harnessing Innovation to Solve Social Problems
 
THE RURAL CHALLENGES
 
The End of the Last Mile
 
Index

‘A timely and powerful analysis of the opportunities that exist to help serve the aspirations and improve the livelihoods of nearly half the world’s population.’

Paul Polman,
CEO, Unilever, UK

The book is timely, in the sense that it captures the significance of the rural consumers in developing countries that forms a sizeable market in that 86 percent solution we are trying to foresee. This is a comprehensive book highlighting the expanding consumer potential of rural markets in developing countries which remains relatively unexplored segment vis-à-vis the urban counterparts… the book provides rich insights on rural consumers in developing markets and speaks to various audiences on themes such as; development economists, rural marketing, entrepreneurship (rural, social and corporate entrepreneur) etc.

 

Abhigyan, January - March 2017
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Key features

Watch Vijay Mahajan talk about Rise of Rural Consumers in Developing CountriesHarvesting 3 Billion Aspirations

This is the first comprehensive book highlighting the expanding consumer power of rural markets in developing countries. It takes a close look at one of the key stories in emerging markets: the untapped potential of the world’s 3.4 billion rural consumers -- 90 percent of whom live in Asia and Africa. The sheer number of rural consumers can provide a massive customer base for innovative companies that figure out how to reach them. The book provides a profile of the rural developing world and examines the forces that are increasing rural prosperity, including billions of dollars in remittances from migrant workers.  It includes several examples of innovations and best practices that are allowing companies to tap into this opportunity. 

 

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ISBN: 9789386042323
$45.00