New Delhi: Batting for infrastructural development at the Real India Conclave here, Vimal Pande, CEO, VI-John Group said that the marketers must focus on developing the means for reaching their target audience in a bid to ensure success.  

Speaking on the development story of Bihar, Pande said, “Earlier it used to take us five days in Bihar for three meetings, but now with the infrastructural development we can move swiftly and finish off work as per our schedule, there is no commutation issue, no road issues and we can travel in the night too.”

Since the change in the governance and the exposure that has been provided to the people of Bihar, it is growing exponentially in the past few years, every month there is a new shop, a new form   that opens up and there is a huge potential as well as growth that have been seen in terms of the FMCG market.

“In the FMCG sector unless you reach the most interior of the villages, you cannot flourish, we have to make all our products available to everyone, in the early 2000s we were able to go to Patna, Katihari etc but not the interiors but now we are able to expand because of the proper infrastructure, we are able to reach the people directly,” he said.

Vimal made it clear that for a marketer the most important factor is the reach, it is imperative to reach the market interiors for better growth and the circle is completed only if there is good infrastructure, if   one can travel to the interiors one can sell products and one can make the people aware and turn them into consumers.

“We are aggressive in the celebrity endorsement scenario, through faces like Shah Rukh Khan and Bipasha Basu it is easier to reach the consumers, this is also creates a sense of credibility as the product delivers quality,” Pande said.

The challenge Vi-John is facing as of now is also related to infrastructure in Bihar, it is being able to reach the villages who have a population of 25 thousand but unable to reach those villages that are below 10  thousand due to severe road conditions. "Bihar has a lot of scope only if we are able to commute to the   interiors, but we are seeing a change which has a bright future ahead for us,” Vimal said.

Lastly he added that Vi-John is not only the leader in shaving creams but also the second largest in hair bremoval creams and also playing an important role in the organized sector of perfumes and deodorants.

With the motto, “Marketers cannot afford to ignore emerging markets of India today”, ‘Real India Conclave’ is an attempt by Jagran and exchange4media to bring to the forefront the huge opportunities that are waiting to be tapped in the emerging states in India. This initiative is aimed at revealing the potential of emerging India. It is a thematic forum and the first edition focuses on the state of Bihar.

(JPN)

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