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Much before the Wal-Marts of the world got hot on retail; India had its own grassroots retail network, known as haats, selling as mindboggling variety of products as a Wall-Mart store. Though traditional, these Indian avatars of hypermarkets promise to drive marketing plans of companies as they eye the emerging rural market, accounting for over two-thirds of India’s population, 56% of income, 64% of expenditure and 33% of savings. The report Haats as marketing hubs, by Rural marketing Association of India (RMAI), available exclusively with The Financial Express, says India’s 47,000- odd haats can offer immense thrust to rural marketing with their readymade distribution network. Though theRs50,000-crore sales that these weekly rural bazaars collectively generate every year may just be a fraction (under 3%) of all rural private consumption expenditure( Rs20lakhcrore),their importance in rural life goes beyond sales. The total number haats in India is 43,000 and 70% established before Independence. Out of total footfalls around two-fifth are women. Large haat, in a 10,000+ village, caters to 57 villages attracts 12,000 visitors daily. Small haat, in a 5,000+ village, caters to 21 villages, average footfall of 5,600 a day. Around 545 stalls appear in a large haat while around 327 stalls are set up in a small haat and 98% rural people are regular visitors to haats, 75% visit any particular haat almost every week. Three-fifth comes to buy specific products from haats despite the fact that similar products are available in their villages. A buyer spends Rs 40 on purchase of FMCG products in a single haat day. It nears Rs 60 in UP and Maharashtra while is comparatively lower at Rs 22 in Orissa and AP. On an average, a haat accounts for Rs 2,224 of sale of branded products for an FMCG seller while total sale (including unbranded FMCG products) is Rs 7,521.The study examines the role of Haats in the development of rural market. This paper will tell us what impacts have Haats on rural sector, and how they helped for the growth of rural markets.
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