It’s being billed as the World’s Largest Rural Establishment Report. Chrome Data Analytics, has unveiled a report covering 200,000 villages representing over 300 million people.  The Rural Establishment Survey covers consumer behaviour and habits in over 200,000 Indian villages.
The survey, which was done over a period of 15 months, involved the entire Chrome DM infrastructure of over 650 field executive, 450 telecalling staff and the 150 strong analytics team, together speaking over 22 languages to map the length and breadth of the country. Respondents were made to fill out a detailed questionnaire which included consumer habits, family income and lifestyle patterns among other things. The survey holds direct actionables for brands and agencies to help target growth regions Broadcasters, for example can know the exact subscriber base of cable networks in the villages covered.
Here are some of the key findings of the report:
1.90% of Rural Bihar prefers branded tea over local players.
2. Rural: Â Kerala, Punjab and Haryana have the max disposable incomes to spend on FMCG products.
3. Data for Patanjali:
:: Patanjali has been spotted most across all channels, no of insertions – 24828 (Wk-33).
:: As a result, 93% of rural HSM India are aware about Patanjali/Ramdev baba’s product.
:: 56% of rural HSM are not even aware about 30% of Patanjali’s products, most accessible products are Shampoo, Hair Oil, Chyawanprash & Honey, of which Honey & Chyawanprash’s market contribution is over 40% within the category.
:: Within the Sugar category, 90% of rural HSM India buy open local sugar & only 5% have been buying sugar from Patanjali store.
:: Within the Atta Category, 91.5% of rural HSM buy local atta/or chakki atta rest prefer Aashirvaad in this category.
Important Categories – Most popular/consumption brands:
| Soap | Lux, Lifebuoy (70% of North market share)/ Medimix (South) | |
| Shampoo | Clinic Plus (Sachets especially) | |
| Hair Oil | Parachute/Dabur Amla (Known as Amla) | |
| Hair Color | Godrej | |
| Detergent | Surf/Nirma | |
| Beauty Cream | Fair & Lovely (Sachets) | |
| Telcum Powder | Ponds | |
| Toothpaste/Toothbrush | Colgate | |
| Butter | Amul | |
| Chywanprash | Dabur | |
| Honey | Dabur | |
| Soft Drinks | Coca Cola & Pepsi (almost 40% of market share each) | |
| Chips | Lays | |
| Tea | Tata Tea | |
| Coffee | Nestle | |
| Ketup | Kissan | |
| Ointments | Iodex, Vicks | |
As per Chrome’s latest survey (Monthly per capita expenditure):
Across all major states in India, in Rural, Kerala followed by Punjab & Haryana have got maximum disposable income (an average of 2500 per month) whereas Odisha, Chhattisgarh, Jharkhand & Bihar spends very less (an average of 1150 per month).