This paper is an endeavor to appreciate the importance of building a separate rural business vertical, in order to make a successful rural market presence and bestow bucolic folks with superior customer value. | Development of a discrete rural vertical - a valuable strategy for crafting rural market driven organisation design International Journal of Management IJM Volume 7 Issue 4 May June 2016 50 Article ID IJM_07_04_003 Available online at http ijm JType IJM amp VType 7 amp IType 4 Journal Impact Factor 2016 Calculated by GISI ISSN Print 0976-6502 and ISSN Online 0976-6510 IAEME Publication DEVELOPMENT OF A DISCRETE RURAL VERTICAL - A VALUABLE STRATEGY FOR CRAFTING RURAL MARKET DRIVEN ORGANISATION DESIGN Akansha Madan Research Scholar IMS Unison University Dehradun Viney Mehta Deputy General Manager Commercial Department Godrej and Boyce Mfg. Co. Ltd Mumbai ABSTRACT The enormous size of Indian rural market crore rural customers approx. 12 of world population its surging awareness and literacy level bestow a tremendous opportunity upon Indian and international players. But extensive research is required to uncover its potential as it typifies sundry cultures customs subcultures and languages 22 official languages each with compound dialects. Further rural distribution million retail outlets spread across 600000 villages continues to be a great challenge for rural marketing crackerjacks and shape the chore of rural marketing even more intricate. Also designing of rural products and promotion strategies need an unusual methodology whose style is extremely different from their urban counterparts strategy. As such rural marketing entails long term investment dedicated marketing efforts and rural-specific strategies. Crafting an explicitly rural market-driven organization design through configuration of a separate rural vertical is being increasingly considered as an important strategy by corporate giants like LG HUL Hero Moto Corp Honda etc. to realize its potential. This paper is an endeavor to appreciate the importance of building a separate rural business vertical in order to make a successful rural market
