PERF RMANCE 04 - The Performance Portal - Ernst & Young

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Case study Competing for market share in rural India Authors Raghu Venkatnarayan is an Executive Director in the Advisory Practice, Ernst & Young, India Anant Sood is a Senior Manager in the Advisory Practice, Ernst & Young, India
Competing for market share in rural India This article discusses how the project team assisted a manufacturing company to improve its market share performance by focusing on growth opportunities in semi-urban and rural markets in India. It highlights an approach which has successfully enhanced market share performance and could be adopted by other product-based businesses. India is among the few markets which has shown some resilience to the general slowdown in the global economy and is on track to continue in this direction, with high growth rates anticipated over the next few years. A key contributor to India’s strength has been the significant growth in consumption from its rural market. Estimates put the Indian rural market close to 45% of the total Indian GDP. The rural population is defined as those who live outside the top 400 cities/towns 1 (see Table 1). 1 NCAER (National Council of Applied Economic Research, India) reports, Industry classification, Ernst & Young Analysis 2 Industry reports, NCAER data, Ernst & Young Analysis 3 NSSO (National Sample Survey Organisation, NCAER reports Table 1. Population distribution in India Number % of population Typical population (in 100,000) Metros 8 7 50+ Cities 19 4 10+ Towns 396 9 1 to 10 Semi-urban towns 4,738 8 Less than 1 Villages 600,000 72 Less than 5 Categorised as rural India Rural India accounts for more than 70% of the total number of Indian households and close to two-fifths of total consumption 2 3 (see Table 2). Table 2. Rural vs. urban population Rural Urban Total Households 145m 61m 206m Population 732m 295m 1,027m Earners/ household 1.4m 1.3m - 59
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