Session 4: Online Rural Marketing

9 April 2021

Ms. Pragati Gokhale,

Principal Scientist (Retired),

MSME, India

Online Training Course on E-commerce and

Digital Marketing

for Women Entrepreneurs of South Asia

Mission Mera Mobile Mera Marketing

Pragati Gokhale Founder & Chief Mentor

Mission Mera Mobile Mera Marketing

Advisor Rajiv Gandhi Science & Technology

Commission , National Resource Person NRLM,

Govt. of India

MissionLeveraging Free Digital Marketing platforms for Rural Stakeholders

to increase their Online market presence and thus increasing

Digital Footprint of Rural India.

VisionWith the announcement of Digital India Program E-connectivity is now

reaching to the last mile. And also with the cheap, handy tools like

smart phones internet has finally become available & affordable for

rural stakeholders .The only need now is to have disruptive models to

encash this scenario. With this background in mind we are working pan

India on the project Mera Mobile –Mera Marketing

Background

Information Communication Technology (ICT) has brought revolutionary

change in the world all over. This Powerful Technology has made entire

World a Global Village, and impact of direct communication is enriching

every field.

But what is the situation at the Bottom of Pyramid ?The digital divide

between India and Bharat is still significant and our grass root stakeholders

mostly from Rural background are still not able to effectively use this

technology for their own benefits.

What is Mission MeraMobileMeraMarketing

It is disruptive bottom up approach for Rural

Marketing in India through which we are enabling

rural entrepreneurs/ artisans/ self help

groups/farmers to do their free Digital Marketing

using their own mobiles

There are four key components of Mission Mera

Mobile Mera Marketing

First Core Component is

www.marketmirchi.com

Agile, indigenous, responsive Web portal

www.marketmirchi.com

highlighting all rural/agro categories for free

digital marketing of rural Products/Agro Products,

Agro Inputs,rural Services and rural Jobs

Second Core Component is

Creation of back end linkages

Hands on sessions of rural stakeholders wiz farmers, self help groups , artisans, rural

entrepreneurs etc on using this platform effectively for posting their own ads as well as

searching & contacting buyers.

These Capacity Building programs are done for them using their own mobiles .

Various field level programs are taken for creating these back end linkages

with support from various Govt, Non Govt players working in Rural Development Sector.

We are also coming up with ELearning course on How to Use marketmirchi.com for

your zero budget Rural digital marketing with support from MKCL.

Third Core Component is

Creation of front end linkages

The various Online/ Offline strategies like Data Mining and AI

techniques for finding Buyers for rural/agro products are

explored and Utilized

Search Engine optimization techniques are leveraged to find

B2B,B2C linkages for rural products

Fourth Core Component is

Generation of Data Analytics

Open Source Business Intelligence tools are used for Analysis of

Data generated

These Data Analytics is then back streamed in database of

portal marketmirchi.com.

Also it is used for empowering other rural development

initiatives.

www.marketmirchi.com

Summary of the Ads Posted by

Farmers/Rural Entrepreneurs

Ads Posted by farmers on

Marketmirchi.com using their

mobiles

Ads Posted by farmers on

Marketmirchi.com using their

mobiles

Marketmirchi.com Post Your

Free Ad

Hands on training to

Women of SHG groups under Nabard

Outcome

Achieving Digital literacy for rural entrepreneurs/farmers.

Effective online market presence for rural produce,

agro produce will reduce dependence on brokers or dalals.

Up till now we have more than 50000 visits, more than 5000 rural

stakeholders posted their ads themselves and more than 60% market

enquiries generated.

We are sure that our humble effort Mera Mobile –Mera Marketing

will Bridge Digital Divide between India and Bharat one day

Increase

CompetitionTransparency

Improved

Market

Access

Alternate

markets.

Market

Automation

Farmer

Empowerment

अपने मोबाइल से अपनी मारे्कट िंगमारे्क मीरची.र्कॉम क्ललर्क र्करो ललिंर्क

www.marketmirchi.com

INBOUND MARKETING FUNNEL

Awaiting all of you on

Marketmirchi.com

मारे्क मीरचच.र्कॉमशहरों से जोडे ग्राम विर्करी खरीदारी रोज़गार सिंपर्कक सीधा बनाए र्काम