Weekly Market Visit

Weekly markets namely haat or sundae are one of the oldest establishments of Indian rural marketing system. This has evolved over centuries and is an aggregation of fragile rural demand and supply. While it is not feasible to cater to the requirements of a single village by a set of traders, the rural haat or sundae system helps in aggregating both sellers and consumers of a cluster of villages at a common place and that has grown to become and institution by itself. Cultural events and festivals have come to be associated with weekly markets. Some of these markets have grown so big that they have taken shape of being world's biggest market (Pushkar Camel Fare). Indians always associate multiple meaning to their transactions. An institution build on economic transactions has become part of larger social and cultural fabric of India. There are 42000 rural super markets (haats) in India that exceed the total number of retail chain stores in the United States (35000). Many companies are following satellite distribution pattern through a hub and spoke model focusing on rural hats of India. Even syndicated distribution has become a possibility due to such an institutions. Other that product assortments there are newer things to study in these markets. Social marketing, word of mouth communication and different forms of personal communication for brand promotion is seen in these weekly markets. Many companies are using rural haats for brand promotion as there will be a cluster of villages around which such haats are formed and people living in these villages have made it a habit to visit these weekly markets. Let us share and learn from your experience of visiting weekly markets.

Bottom of Pyramid Stories

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Rural Marketing

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