New Delhi: In wake of the continuous dip in sales, the country’s largest car manufacturing company Maruti has targeted a completely different category of consumers. The sales campaign of the company now focuses on farmers, weavers and small scale industrialists.

Under the campaign, the company would encourage the farmers from different parts of the country to purchase their dream car. In the past six months, the company has sold more than 20,000 cars to such farmers.

Maruti Suzuki India Managing Executive Officer (marketing and sales) Mayank Parekh said, “We have formulated this marketing strategy by taking the help of one of a very prestigious institution. As per the strategy, we will motivate people who can afford to buy a car but do purchase it.  Our new target consumers may be mango producing farmers of Maharashtra, coconut producing peasants of Kerala, small scale industrialists in Tamil Nadu or producers of Orange in Nagpur.”

Citing the example of Nagpur he said, “Although farmers of this belt are financially well off, they do not purchase a car. In order to make them understand the necessities of a four wheeler, we launched a special campaign. As a result, in October 2011, the company has sold 32 cars to them.”

The company was successful in rolling out 9,000 cars in September and October.

The official of the Maruti Suzuki Company are of the view that had it not been for the sales campaign, the performance in the current fiscal would have been worse. Since, June 2011, the sales of the Maruti Suzuki products are on a decline.

The sales have also been affected by the rising interest rates and increasing prices of commodities.

Parekh informed that as the company has to decide on increasing the prices of many cars next month, the company is not in favour of putting the burden of increased interest rates on the consumers.

JPN/Bureau