Maruti Suzuki has achieved the sales milestone of 50 Lakh units in rural markets in India. The country's biggest automaker has more than 1700 customized outlets in rural parts of the country while over 40 percent of its overall sales come from these regions. The company has around 12,500 trained manpower for deeper penetration in the rural circuits of the Indian market. Recently, it also introduced the NEXA premium channel in upcountry markets. Maruti has been actively designing print and digital communication in vernacular languages to communicate better with the customers.
The brand has also been reinforcing campaigns for multiple customer engagement activities like Gramin Mahotsav, entertainment, competitions, new model unveiling, product displays and mega car delivery functions. Speaking on the success, Mr. Shashank Srivastava, Senior Executive Director (Marketing & Sales), Maruti Suzuki India Limited, said, “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 fulfill the expectation of these customers."
He added, “In 2008, MSIL strengthened its strategy with a focused and structured approach towards the rural hinterland, which was least affected by the global financial crisis then. We built on the network with the aim of ‘Ghar Ghar Mein Maruti’ (Maruti in every household) to tap the immense potential in rural India. To engage deeper, we designed various local-level engagement initiatives. We are proud to announce that with the support from our customers and local dealer partners, we have achieved 50 Lakh sales in rural India cumulatively. We remain committed to deliver products and services that match the customer needs in rural India.” Maruti Suzuki has set up more than 4000 service touch points which include 235 ‘Service-on-Wheels’ to provide after-sales support to the customers.