Maruti Suzuki, which just lately achieved the brand new sale milestone, says that the gross sales contribution from the agricultural markets accounted for practically 41 per cent of the corporate’s complete gross sales in Financial Year 2020-21. In FY2009 it was simply 10 per cent.
Maruti Suzuki India presently has over 1700 customised shops within the rural markets
Maruti Suzuki India has introduced attaining a brand new gross sales milestone, whereby the corporate’s complete gross sales from the agricultural market has now crossed the 50 lakh items mark. With over 1,700 customised shops within the rural areas, the gross sales contribution from these tier-2 and tier-3 markets accounted for practically 41 per cent of the corporate’s complete gross sales in Financial Year 2020-21. To provide you with a perspective, in FY 2008-09, the gross sales contribution from the agricultural market stood at 10 per cent.
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Commenting on the brand new milestone, Shashank Srivastava, Senior Executive Director (Marketing & Sales), Maruti Suzuki India, mentioned, “Rural markets have a very special place in our business. Over the years, we have carefully studied the needs of this segment. While the aspirations of upcountry customers are very similar to those at metros, they demand more attention and care. We adopted the philosophy of ‘Go Local’ with 12,500 specially trained dealership personnel called Resident Dealer Sales Executives (RDSE), who understand the local culture and traditions to fulfil the expectation of these customers.”
Commenting on the necessary position that the agricultural market performs for the auto sector, Sridhar V, Partner, Grant Thornton Bharat LLP. says, “Rural economy has been fuelling the demand across many consumer segments and its impact on the auto sector is no surprise. Some of the key factors playing an enabler are good road network, increase in purchasing power, availability of good financing means and aspirational needs of a consumer. Apart from this the widespread service and dealer network, marketing and information reach through various media, choice of vehicles at different price points and the introduction of subcompact & compact SUV’s have facilitated the growth for many of the leading players. Considering the fact that the majority of the prospective consumers are located outside the Tier I towns the rural potential is still untapped. The largest player in the PV market has established that this is a market which is growing by leaps and bounds and cannot be ignored.”
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Talking concerning the firm’s rural technique, Srivastava mentioned that in 2008, when the city market was affected by the worldwide monetary disaster, Maruti Suzuki strengthened its technique with a targeted and structured strategy in direction of the agricultural hinterland. The firm labored on a number of advertising and marketing campaigns and numerous local-level engagement initiatives targeted on rural patrons. In truth, just lately the corporate has additionally launched Nexa, Maruti Suzuki’s premium channel in upcountry markets, to deal with the altering aspirations of the agricultural buyer.
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At the identical time, commenting on how rural gross sales have helped stability the losses within the city market, Sridhar mentioned, “Rural market has also been a counter magnet for the volumes in the urban market whose growth can be incremental. Most players are dependent on the second and third vehicle options, though some real growth can also be seen coming from new entrants in the employment scene, migrant or not.”
Right now, Maruti Suzuki claims to have one of many largest rural networks which assist it attain the varied areas of India. The firm has arrange greater than 4000 service touchpoints which embrace 235 ‘Service-on-Wheels’ to supply after-sales assist to the shoppers. The firm has additionally skilled Resident Dealer Sales Executive (RDSE) who perceive the necessity of native prospects, keep interpersonal relationships with prospects and educate them about our newest choices. The firm claims this has not solely helped them attain rural prospects but additionally play an necessary position in understanding markets and deeper attain to construct new prospects.
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(THIS STORY HAS NOT BEEN EDITED BY INDIA07 TEAM AND IS AUTO-GENERATED FROM A SYNDICATED FEED.)