Rural Immersion Programme


    Rural economy in India contributes to nearly half of the country’s GDP. The size of the market in rural India for durables and FMCG is bigger than that in urban India. Inspite of this it still remains a huge untapped market, riddled with a host of problems. The need to understand the markets by experiencing them first-hand is essential to strategize for these markets and this programme intents to do it by two experiential visits to villages and village markets.

    The four day programme will start with an overview of the rural markets in India, moving on developing an appreciation of the contextual differences between rural and urban areas and also touch upon the various emerging perspectives of rural marketing, managerial initiatives and relevant frameworks. An attempt would be made to understand the key ingredients of developing a successful rural marketing strategy.


    • To provide the participants an opportunity to learn by experiencing the rural markets and consumers in their context.
    • To provide an overview of rural markets and emerging perspectives of rural marketing.
    • To debate the emerging managerial initiatives and relevant frameworks in rural marketing.
    • To share the experiences of institutions engaged in rural marketing as case studies.

    • Rural Marketing Environment
    • Subsistence Marketing
    • BOP Marketing & implications for rural India
    • Visits to a Village Hatt & a Village.
    • Rural Marketing: Rural Urban interface
    • Rural Marketing: Urban Rural interface
    • Rural Retail & Distribution
    • Rural Promotion
    • Understanding Rural Consumer & Rural Market Research
    • Strategic Issues and New opportunities in Rural Markets

    The pedagogy would emphasize insights into the pool of knowledge in rural marketing with particular emphasis on practical situation through lectures, exercises and case discussions and practical field-visits.


    All managers and executives working in Sales and distribution function of an organization who are currently handling rural markets or would be doing so in the near future.


    Prof. Rajesh K Aithal is an Associate Professor in the Marketing Area at the Indian Institute of Management, Lucknow (IIML). A fellow from Institute of Rural Management, Anand (IRMA) with close to fifteen years of experience in the industry and academics. He has consulted and helped many organizations fine-tune their rural go-to-market strategies. He has also trained executives of various FMCG, Mobile and Automobile firms. Areas of teaching and consulting interests lie in the domain of sales and distribution, His research work has been published in national and international journals. He can be contacted


    Residential:The programme fee for the residential participant is @ Rs 45,000/- plus GST @ 18% or as applicable as per Govt. of India guidelines. The includes the cost of boarding and lodging, tuition, course material, use of the Institute Library, Computer Center, and other infrastructural facilities, etc.

    Non-residential:The programme fee for the non-residential participant is @ Rs 41,500/- plus GST @ 18% or as applicable as per the Govt. of India guidelines. The includes the cost of food during the programme, tuition, course material, use of the Institute Library, Computer Center, and other infrastructural facilities, etc.

    EARLY BIRD DISCOUNT Nominations received along with the programme fee up to 30 days before the programme date will be entitled to an early bird discount of 10%.

    GROUP DISCOUNT A group discount of 10% on programme fee is admissible provided an organization nominates, and attends a minimum 5 or more of its executives for the programme. Organizations sponsoring minimum 5 or more executives for the programme may avail both the discounts subject to a maximum discount of 20% provided the nominations along with the fee is received at our end 30 days before the programme date.

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Venue: IIM Lucknow campus Residential Fee (excluding GST) : Rs. 45,000/-
Last date to apply :Nov 05, 2017 Residential Early Bird Fee (excluding GST) : Rs. 40,500/-
Start Date : Nov 20, 2017 Non-Residential Fee (excluding GST) : Rs. 41,500/-
End Date : Nov 22, 2017 Non-Residential Early Bird Fee : Rs. 37,350/-

Last date for availing Early Bird Discount (10%) : Oct 19, 2017

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