Desh mera rangrez hai babu

September 17, 2013 at 12:47 pm 5 comments

A few months ago, I was one of the faculty at a programme that imparts training in the basics of business to micro-entrepreneurs from rural areas (CREAM training programmes run by Tree Society). The audience comprised villagers running simple businesses such as a cycle repair shop, furniture making, honey collection and selling, beauty salon (or, as they pronounced it,‘saalun’), barber shops, a wedding decorator, etc. Most of them were between 20 to 30 years old, all but 3 were men.

During one session, we were trying to illustrate the importance of adding product / service features that consumers value the most rather than others, given the ever-present constraints of cost and resources. We’d made our point using several simple examples and the audience seemed to have grasped it too, however they seemed slightly somnolent after a heavy lunch and we wanted to wake them up with before we began the next topic which was math-heavy.

So we decided to use an example of a product that was ubiquitous even in villages and used by everyone, that was feature-heavy, and from a category where the fortunes of companies selling the product had gone through ups and downs. One product fit the bill – a mobile phone. We began by asking the audience to tell us what features they wanted in a mobile phone, and which of those were must-haves and which were nice-to-have. Internet and multimedia were amongst the first few mentioned by the audience, followed by aspects related to how long the phone would last – sturdiness, a warranty, good battery strength etc. Basic features such as call quality, sms etc. were mentioned much later, almost as an afterthought.

What almost every person below 30 in that audience wanted was to be able to access songs and video on his mobile phone; even if they didn’t know how to download them, they knew that they wanted to be able to store and listen to them or watch them. Many didn’t really know exactly what internet and multimedia meant, but they did know that such phones guaranteed them access to songs, clips, pictures and games. Many of these young men already had cheap smartphones, those that didn’t were quite clear that affordability was the only reason for not buying one. In hindsight, maybe I should have expected this given the lack of entertainment options in a village, and that a lot of these people ran businesses where they spent significant amounts of time just waiting for customers to visit their outlet.

This article from the Mint gives the results of a TNS survey on mobile phone usage in various countries across the world ; while the survey was probably carried out in urban centres, it’s worth a look anyway. Listening to music turns out to be the No. 1 activity that Indians engage with on their mobile phones, the next are playing games, sms/text messaging and taking photos / videos, in that order.

Clearly the villagers that I met reflected a widespread trend.

  • Zenobia Driver
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Entry filed under: Category Evolution, Consumer behavior, Consumer Trends, Marketing, Observations. Tags: , , , , .

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