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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


© 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

This is a thought-provoking book, the contents of which must be read, pondered over and acted on by government leaders, policy planners and development experts in the developing world or the global South without fail. 

The Island

Vijay Mahajan’s book showcases the important ways that NGOs are helping to bring rural consumers into the economic mainstream. I was impressed by the innovation nonprofits are using to address social problems, whether the area is education, health care or secure livelihoods. I am extremely appreciative and encouraged that those efforts will help assure that millions of rural citizens will share in their countries’ economic growth.

Her Majesty the Queen Mother Ashi Dorji
Wangmo Wangchuck, Bhutan

Social enterprises with strong brands are creating new models for bringing prosperity to the rural developing world. The revenues that enterprises such as Aarong generate support social missions in a sustainable way. As this book shows, in Bangladesh and other countries, these organizations are having a significant impact on issues such as poverty alleviation. 

Tamara Hasan Abed
Senior Director Enterprises, BRAC, Bangladesh

There is an important message in this book, for both corporations and governments: Inclusive growth is the path to sustainable growth. The data and global case studies in this book make a convincing case that strategies and policies must include rural populations in order to succeed for the long term. A “must read” for countries like India, where rural aspirations run high.

Anand Mahindra
Chairman, Mahindra Group, India

This book dispels the stereotypes of rural consumers as a market not worth pursuing. Successful poverty-reduction initiatives in countries like China have created vibrant rural markets for both local and global products. By taking us inside the rural developing world, Professor Mahajan shows how forward-thinking companies already have tapped into one of the fastest-growing consumer markets in the world.

Lu Xiongwen
Dean, School of Management, Fudan University, China
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