Rural markets in India, especially for brands related to the 2-wheeler and electric vehicle (EV) industry, have always been seen as hard ground. The population is very large, dispersed, and varied making it tough for marketers to reach and interact with rural consumers. Now with polygon targeting, there exists an opportunity for brands dealing in 2-wheelers and EVs to explore this potential market more deeply. The market for EVs in India, which is valued at $34.80 billion in 2024, is expected to reach a value of $110.74 billion by the year 2029. The CAGR is predicted at 26.05% from the period 2025-2029. Now, let’s go through the possible benefits and difficulties of using polygon targeting to reach rural consumers in India.
The EV Adoption Scene in India
The Indian EV market is experiencing a profound change, symbolizing a pivotal moment in its adoption trajectory. From October 2022 to September 2023, EVs accounted for about 5% of overall vehicle sales, signifying an increasing enthusiasm among buyers. The steep rise can be observed in EV registrations, which rocketed from 1.25 lakh units to 10.25 lakh units in 2023, displaying an impressive nine-fold expansion. The Economic Survey prognosticates a hopeful progression, predicting a 49% sectoral escalation from 2022 to 2030. In just a decade, the EV industry is expected to attain a significant achievement of 1 crore units in yearly transactions, further emphasizing the hastening drive towards eco-friendly transportation in India (ICICI Direct).
Understanding the Rural Consumer Base
Rural India encompasses a diverse demographic profile, characterized by a younger population skewed towards children and adolescents due to rural-urban migration trends. Gender distribution is nearly equal, but there’s a substantial literacy gap between men (74.1%) and women (50.6%) owing to factors like traditional roles and limited access to education. While agriculture dominates the rural economy, around 47% of the workforce is involved in this sector, though there’s a gradual shift towards non-farm activities. Despite its vital role in India’s economy, rural areas face income disparities and higher poverty rates compared to urban counterparts, with approximately 19.28% living below the poverty line.
Rural consumers have unique needs and preferences that arise from their distinct lifestyles, economic circumstances, and access to resources. Unlike their urban counterparts, rural consumers often prioritize durability and affordability in products because they have limited disposable income and access to markets. Additionally, rural consumers rely more on traditional modes of communication and community influence for decision-making. Limited access to electricity and internet connectivity shapes consumer behaviour, emphasizing the importance of products that require minimal maintenance and are compatible with rural living conditions.
Challenges in Reaching Rural Consumers
Infrastructural Limitations
EV charging stations can be found abundantly in urban areas, but those residing in rural locales are barred from this advantageous resource. As a result, the dearth of charging options greatly impedes the potential for long-distance travel among rural consumers using EVs. Furthermore, inadequate road infrastructure further hampers the efficient operation and mobility of EVs in these regions.
Limited Awareness About EVs and Modern 2-Wheelers
People who live in the countryside often rely on old-style vehicles that use petrol/gas to get around. Because of this, many don’t know much about the concept of EVs and feel hesitant about changing to these new kinds of technology for commuting. Additionally, this shortage of understanding extends to current 2-wheeled vehicles such as electric scooters and motorbikes, despite their ability to more effectively serve the low-cost and adaptable characteristics of these rural areas.
Cultural and Social Barriers Influencing Purchasing Decisions
In numerous rural regions, possessing a two-wheeler is regarded as a symbol of social status. Traditional petrol-powered vehicles are viewed as emblems of prosperity, creating obstacles for EV companies seeking to penetrate the rural market. A multitude of rural consumers favor petrol-powered vehicles to uphold their societal positioning. Moreover, specific societies may disparage electric automobiles and regard them as subpar when compared to conventional options.
Use Cases for Effective Rural Consumer Outreach
Social Media Marketing With Localized Language Advertisements Targeted Toward Rural Audiences
Buyers living in rural areas might see content that connects with them and utilizes familiar dialects. EV businesses could make the connection between themselves and rural customers more powerful by airing commercials in their languages and establishing trust. To make these ads even more fitting and efficient, advertisers can direct them using polygon targeting – aiming at particular localities and demographics. Social media platforms offer sophisticated targeting choices that enable brands to interact with different groups of people based on factors such as interests, location, and digital involvement. EV companies can utilize these methods to customize their promotional messages and create campaigns that better resonate with rural audiences.
Location-Based Mobile Marketing Campaigns to Reach Consumers Near Dealerships or Charging Stations
EV brands might employ polygon targeting to connect with potential customers in rural areas near their authorized dealerships or charging stations. By sending push notifications, text messages, and email alerts, they can inform folks about exclusive deals, discounts, or exciting events taking place at these locations. This not only generates curiosity about electric transportation but also motivates consumers to swing by the nearest dealership or charging spot. Similarly, mobile marketing can provide instant updates on the status of charging stations in rural areas. This way, folks living outside bustling cities won’t have to stress about finding enough spots to worry about their electric rides. It makes owning an electric vehicle a whole lot more doable for those dwelling beyond urban limits!
Collaborating With Rural Social Media Influencers for Brand Promotion and Building Trust
Influencers can share their personal experiences with EVs and promote the brand’s mission to followers who may come from similar backgrounds or demographics. They can serve as trusted ambassadors for EV brands, fostering trust and confidence within the rural market by dispelling any misconceptions held by rural residents. The buying choices of these consumers are greatly influenced by the guidance and suggestions they receive: these external factors play a significant role in shaping their purchasing decisions.
Conclusion
The investigation into polygon targeting to reach India’s rural consumers not only presents a tactical approach but also an exceptional chance for EV brands. It goes beyond being just a mere instrument and signifies a revolutionary change in the way businesses engage with historically neglected markets. As the Indian EV industry flourishes, the importance of inclusively reaching out to rural consumers becomes increasingly evident. Brands must embrace the challenge of overcoming infrastructural challenges and cultural barriers to expand their consumer base while also contributing to rural development. This requires innovative marketing as well as a comprehensive understanding of rural lifestyles and aspirations, allowing for the fostering of sustainable mobility solutions and economic empowerment.
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