Around 25,000 melas are held, only about 5,000 melas are commercial. These can be used to launch new brands and to build existing brands. Events can be organized. Melas can be used to create brand awareness.
In rural India, print media is the least effective, considering the literacy levels. TV is effective, but continuous electricity is not available. Even then 35 p.c. homes have electric connections. Outdoor is most effective. Oral culture makes puppetry, Jatras and street theatre relevant.
India has 6.3 lac villages. Fifty per cent of villages are very small, having a population of less than 500, with limited purchasing power. Many of them do not have a single shop.
There are around 60,000 villages with population of 2,000 plus.
A company will have to concentrate on these sixty thousand villages, and potential villages from 501-2000 categories.
A company can appoint distributors in towns with populations of around 20,000. If 200 such stockists are appointed, they can cover as many as 100,000 villages. Each stockist can redistribute products to 50 locations around the town. In case of durables, the distribution is easier because 90 p.c. products are purchased in these 2,000 small or large markets.