Indian rural market has a massive demand base and size that offers ample opportunities to marketers. Though, rural market has its own challenges like logistics inefficiencies, low disposable income levels, lack of adequate infrastructure, and so on.
MIC has great experience in understanding rural customers for a different range of products and services. Also helping the clients to make inroads into rural markets through tactics developed based on in-depth primary research.
A leading payment gateway service provider in India wanted to launch its suite of banking services on a digital platform by penetrating the market through existing microfinance ecosystem in the target rural locations of India. Primary research was conducted to understand the current habits of consumption of financial services and their response to digital financial services offered by the client. The study enabled the client to finalize the service option among the total suite of services and subsequently develop the market penetration strategy in the target geography.
