Prof. Das, an internationally acclaimed expert on rural marketing, has been invited by Stockholm School of Business to give an insight on ‘Development in Bihar and Rural Marketing in India'.
"The focal point of my lectures will be Development Management: The Bihar model. I will highlight the strategies that have put the state on a high growth trajectory," said the CIMP director. "I will also dwell upon the growing clamour of the state's rural populace for branded urban consumer products and services in the context of changing facets of the state's economy."
Prof. Das said the growth of rural market of Bihar is a matter of special interest for marketing researchers all over the world. Bihar, with around 85 per cent of the population in rural areas, is showing a paradigm shift in rural consumption.
The increased accessibility to rural areas has made it convenient for marketers to reach out in those areas of Bihar through their products. Further, the increased cash income, made available through rural development programmes, is substantially changing the consumption pattern of rural people. These are manifested in their increased purchase of consumer products, including national brands.
"Every increase in cash income generates impetus among rural consumers to go in for urban based consumer products. Through this process, the lifestyle of rural people is also changing very fast," Dr Das observed.Citing research reports on rural Bihar consumers, CIMP media interface Sudeep Rohit said ‘first generation' consumers of urban consumer products are increasing in large numbers.
"In Bihar, more than 60 per cent of the rural people are ‘first generation' consumers of urban products, a very positive thing highlighting the changing consumption pattern in rural side. Corporates who are slowly getting into rural Bihar are gaining through this increased sale, which is faster than many other Indian states." There are reports that many corporates are planning to get into rural areas of Bihar to tap the ‘first mover' advantage.
Prof. Das will highlight the contours of development impacting the lifestyle of people of Bihar, especially rural Bihar, and the change in perceptions of these consumers. He will also talk about consumption and marketing opportunities with their entire linkages.
CIMP has collaborated with Stockholm School of Business on various research areas such as development in Bihar, microfinance and managing innovations. In 2010, a group of students and teachers from the Swedish B-school had visited CIMP as part of a student and faculty exchange programme.
Source: Press Release.