India’s biggest passenger car exporter Hyundai Motor India takes itself to rural India with the launch of its new promotional scheme — ‘Ghar Ghar Ki Pehchaan’.
In this new marketing initiative, Hyundai would extend special schemes for government employees in rural areas and members of gram panchayats on the purchase of its sunshine car Santro. Hyundai plans to reach at least 58 per cent of the Indian villages with a population of 500 or more.
Hyundai Motor India, Senior Vice-President for sales and marketing, Arvind Saxena said, “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.”
According to a recent survey, almost 50 per cent of the 220 million households in rural India are potential car buyers due to the agricultural subsidies extended by the government and also due to increase in productivity of agri-based products, thus presenting an attractive market for hi-technology products such as the Santro
