Do you recall that one television soap – the splendid (yeah, whatever!) Kahaani Ghar Ghar Ki (or is it Kii? Sorry if I spelt it incorrectly, for I am not into tarot or numerology etc), by one Ms Ekta Kapoor? It reached millions of homes and even the people in the remotest of towns were all gaga over it.
What has that got to do with anything related to things automotive? We’re coming to that. Hyundai Motor India Ltd (HMIL), the second largest car maker in India has launched a program to penetrate the rural market. The promotional scheme ‘Ghar Ghar ki Pehchaan’ is aimed at taking highly accomplished product like Santro into the depth of rural India.
This makes for a first of its kind initiative from an auto maker in the nation. Hyundai Motor is going to offer special schemes on Santro to government officials in rural areas and members of the Gram Panchayats. The promotional offer will be valid from May 1 to July 31, 2008 and Hyundai expects to reach 58 percent of Indian villages with a population of 500 or more.
Mr. Arvind Saxena, Sr. VP (Sales & Marketing), Hyundai Motor India, was quoted as saying “Nearly 70 per cent of India resides in rural areas, which presents an enormous demand base and a market too huge to overlook. Under the ‘Ghar Ghar Ki Pehchaan’ scheme, our dealers will contact the Panchayats and conduct regular road shows, distributing pamphlets and posters to promote the scheme, and also make the villagers aware about this unique initiative by Hyundai. We are also in talks with a financing institution with a huge branch network to extend easy financing options for the people in rural India.â€
HMIL realized that there’s huge potential in the rural areas with over 100 million households having the capacity to own a car since the government extends agricultural subsidies towards them. Slowly yet steadily the focus is shifting towards the rural parts too and the day is not far behind when we will see most of the automotive manufacturers eyeing the rural market seriously. So, the automotive equal of Kahaani Ghar Ghar Ki in the making here? You bet!
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